Right now, HubSpot only lets us create Google Ads conversion events based on:
- Lifecycle stage changes, or
- Form submissions.
This is restrictive because many businesses qualify leads based on custom properties (e.g., PQL = Yes) or dynamic lists, not just lifecycle stages or form fills.
Why it matters
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From a Google Ads perspective, events (conversions) and audiences serve very different purposes.
- Audiences = who sees the ad.
- Events = what Google’s Smart Bidding optimizes for.
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Without the ability to push property-based events, we’re forced to optimize campaigns on less accurate signals (ex: generic lifecycle stages).
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For example:
- For a Saas company a contact’s PQL = Yes property is set once they perform key actions in the product (hitting usage thresholds, inviting teammates).
- This is the true signal of buying intent for us.
- Right now, we cannot map that property change into Google Ads as a conversion event, which means Smart Bidding optimizes on weaker upstream signals instead of real product qualification.
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Proposed solution
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Extend the HubSpot “Create Event” functionality for Google Ads to include:
- Property-based triggers (e.g., when Property = Value), and/or
- List-based triggers (contact enters a specific smart list).
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Allow mapping of these triggers to Google Ads conversions, just like lifecycle stage changes today.
Impact
- Lets SaaS marketers optimize Google Ads on PQLs, SQLs, or other custom property signals rather than shallow actions.
- Aligns Smart Bidding with CRM-defined buying intent, driving better budget efficiency.
- Creates tighter feedback loops between product usage data, CRM, and ad optimization.
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