If you want to figure out which Google Ads bring in the most qualified leads, you’ll need to go beyond just looking at general conversions. While Google Ads can show you how many people take action, like filling out a form, it doesn’t automatically tell you which of those people are really high-quality leads (MQLs). To start, set up conversion tracking in Google Ads to keep track of important actions, like signing up or downloading something, so you know which ads are bringing in leads.
The next step is to connect Google Ads with a tool like Salesforce or HubSpot, which can help you decide which leads are MQLs. These tools let you look at things like the person’s job title or company to see if they match your ideal customer. Once you’ve figured out which leads are qualified, you can use Google Ads’ Offline Conversion Tracking to send that data back to Google Ads. This helps you see exactly which ads are getting you the best leads.
You can also use something called lead scoring in your CRM (a tool that helps you manage leads). This means you give each lead a score based on how well they match your target audience and how interested they seem. If a lead gets a high score, it’s tagged as an MQL. Then you can connect this information to Google Ads using tools like Zapier to help Google Ads focus on getting more qualified leads instead of just any leads.
Lastly, tools like the Google Ads Add-On for Sheets or Google Analytics 4 (GA4) can help you create reports to see which ads are best at bringing in qualified leads. With GA4, you can even set up custom events that match your MQL criteria. Using these tools and strategies together will help you spend your ad budget on the ads that really work to bring in the leads you want.