Optimizing a Custom CRM Feedback Loop with Google Ads and Salesforce
Our paid media team partnered with the client’s development team to create a custom CRM integration between Google Ads and the client’s Salesforce platform. This gives us the ability to see which campaigns and keywords generate each lead, when they move into an opportunity/closed deal, and what the associated value (estimated revenue) is for each lead.
The integration automatically feeds the lead quality, close rate, and revenue data back into Google's algorithms to optimize for higher-value clicks.
The Google Ads & Salesforce integration was extremely complex due to leads moving through two CRMs in the client’s sales pipeline. Users first submit a web form which pushes the lead data to HubSpot. If qualified by sales, that user information is then pushed to Salesforce, created as a contact, and can then move through the Salesforce pipeline. We configured field mapping at each step in the integration so a unique Google click ID is persisted with the contact record through HubSpot and into Salesforce.
Our team of B2B marketing experts consulted with the client to develop a new Salesforce process to change a contact from a lead to an opportunity to a closed deal without losing the Google click ID, allowing the offline conversion information to be passed back into Google Ads.
Exceeding Expectations and Creating Happy Clients

The results have already exceeded the client's goals. Based on the Salesforce data for Q2, this campaign has generated 35% more leads at a Cost Per Lead that is 24% lower than the target set by the client.
In fact, we have already doubled last year’s revenue attributed to PPC in just the first two quarters of the year.
Here’s a quote from a recent email: