Many businesses that depend on leads strive to get better quality contacts. Most of the time, while generating leads through ads we only optimize for the cost of contact not for the better quality contacts. This happens because of the disconnect between Google ads data and your CRM data. Because of this reason, we decided to create a guide on how to optimize your Google Ads for better quality leads.

Passing Google Ads data to your CRM for better quality leads

When you create a Google Ads Search campaign to drive traffic to your lead form you can see which keywords generate the most conversions. This information could be very deceiving since at this point you don’t have information about the lead quality. It is very likely that the keywords driving you the most traffic and conversions are not the same keywords that bring you quality contacts. This framework can lead you to even more bad-quality leads since you are more likely to increase the budget for best-converting keywords. In order to break this bad cycle, you need to enrich your CRM with advertising data. 

The first step in the journey is to transfer advertising data to your website. For this purpose, we will use UTM codes. UTMs enable you to trace different bits of information from a clicked link all the way through to the website. Here’s a UTM link example:

Let’s break it down:

  • The first part, “” is the landing page where the person would go after clicking the link.
  • utm_source=google+ads” – This assigns a value of “google ads” to an entity / variable / placeholder called “utm_source”.
  • utm_medium=search” – This assigns a value of “email” to an entity called “utm_medium”.
  • utm_campaign=lead+gen” – This assigns a value of “lead gen” to an entity called “utm_campaign”.

Using UTM links you can add a lot of extra information to your URL. If you have more than one campaign it’s a lot of work to generate these UTM links manually. Fortunately, Google Ads has an easy solution ready for you:

  • Go to your Google Ads account and sign in
  • At the upper left, select “All Campaigns”
  • In the secondary menu, select “Settings”
  • At the top of the page, select “Account settings”
  • Look to the right for the “Tracking” options.

Where it says “Tracking Template”, this is where you’ll click and you’ll type in the tracking template.

You can create a tracking template with dynamic value parameters. On Google’s website, under the title “Available Value Track parameters” you may find a complete list of parameters.

quality lead-value tracking
quality leads-value tracking

Here is an example of a dynamic tracking template that you can insert into your account: {lpurl}?matchtype={matchtype}&device={device}&keyword={keyword}&adgroupid={adgroupid}&campaignid={campaignid}

Afterward, click on the TEST button and check if everything is working properly. 

Now all this data could be added to your CRM when a client submits a contact form on your website. This will allow you to investigate which of your keywords are generating value contacts that go through your sales funnel all the way. Using this data you will be able to optimize for value-generating keywords.

Enriching Google Ads with your website data

When you have enriched your CRM and sales team with marketing data it’s time to give a helping hand to your Google Ads algorithm.

To help the Google Ads algorithm learn from your leads you can implement a data layer and evaluate your leads with dynamic monetary values.

It is similar to what we do with eCommerce businesses. We are able to pass on purchase value data to Google Ads in order to help algorithms to identify other people that are willing to spend more. This way you can optimize your campaigns for return on ad spend.

To assign different monetary values to your leads, we suggest adding questions with fixed answers to your lead form. For example budget gaps, industries, company size, and others. These attributes will help you identify approximate lead value even before qualifying it. We can all agree that in most cases leads with bigger potential budgets and company size are more valuable. You will have to come up with a matrix of what answer combinations generate which monetary values. Here’s an example of this matrix:

quality leads value matrix

Then the same way we transfer purchase value you have to transfer contact value to your Google Ads using the data layer. Example of a data layer code you can activate when a user completes a form submission:


dataLayer.push({ ecommerce: null }); 


  ‘ecommerce’: {

    ‘contact’: {

      ‘actionField’: {

        ‘id’: ‘T12345’, // This ID can refer to a specific combination of fixed answer question answers (example bellow)

        ‘revenue’: ‘35.43’, // Specific revenue you assign to certain






quality leads id matrix
Contact ID matrix

Then you only need to create a Google Ads conversion and transfer data to it. While creating the conversion choose “Use different values for each conversion”. In a final step select implementation through Google Tag Manager and set up this new tag to fire or a trigger created on the new data layer event. These are all the steps necessary for optimizing your leads for value or ROAS.

We hope these easy steps will help you to generate better quality leads and save some money while overall advertising costs are growing worldwide. If you implement both of these steps not only your algorithms but also your sales team will gain a better understanding of your target audience and what really works. Along the line, this should save you a hefty amount on advertising budget and sales team resources.

If you want more insights on how to grow your business with paid advertising follow Admers on LinkedIn and visit our knowledge base for more amazing tips.