Sending Unqualified Lead Data To Google Ads???

[EWebb1]

Over 40% of leads we're getting through Google are unqualified for us to help. I've set up lifecycle stages and a trigger to move contacts into an "unqualified" lifecycle stage when certain deal stage criteria are met.

However the only way I can see to send data to tell google not to advertise to people like this is to send conversions. But the only way to send conversion events seems to be as a poisitive event and for google to optimize for these leads?

Has anyone had experience adding custom exclusion lists to google ads search campaigns and using their hubspot data to facilitate this?

Would google just not advertise to those specific individuals or would it learn and adapt to not show ads to people like them?

[JordanJulio · Accepted solution]

Hi @EWebb1 - I'd highly recommend segmenting and exporting a customer match list from HubSpot to Google and using that audience as the unqualified data for Google to train on. To your point yes, Customer Match allows you to target or exclude specific users based on data you share with Google. 

The template for a customer list for Google is here for your convenience. 

Question for you - are you leveraging custom conversions to help Google understand the actions you want users to take on your site? With Google's updates to remove 3rd party cookies, 1st party will become king, as will consent monitoring. Ensuring you've set up Enhanced Conversions (& are using Google's User-provided Data Event pixel) will be vital. If curious, I have a LinkedIn post that speaks to this a bit more here.

Also, make sure your conversion action is a form fill submit for your HubSpot forms and that you're having Google Ads & GA4 track these hits so they can understand your audience...from my mentioned LinkedIn post:
"Custom HTML to implement via Tag Manager that tells GA4 and Google Ads when a HubSpot form has been submitted; allowing form submits to be your main conversion goal in your campaigns."

To your final point about Google not advertising to this audience: Over time, it'll learn what is best but the algorithm can only do as such if you make it known what users and actions you like and want, and what users and actions you do not. 

Regularly review and update your excluded audiences and conversion tracking setup to ensure alignment with your evolving lead qualification criteria and campaign objectives.

Would love to help out; this can certainly be a lot. Happy to pass along some HTML & do some Tag Manager implementation if needed! 

[trevordjones]

Hi @EWebb1 

Bringing a paid expert in to help.  What do you think @JordanJulio ?