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5 ways to automate Google Ads with Zapier

By Nicole Replogle · October 2, 2023
The logos for Google Ads and Zapier

Google is the king of organic search—and Google Ads is an equally powerful presence in the paid media landscape. With a strong marketing strategy and efficient workflows, the pay-per-click (PPC) giant lets you reach your target audience and drive more traffic to your business.

But, keeping up with all the moving pieces involved in the Google Ads management process can be hard. Without a reliable way to keep your sales data organized and updated, you'll waste precious hours on manual data entry and missed opportunities.

Zapier's automated workflows (we call them Zaps) are a great solution. Below, we'll cover five of the most popular ways to automate Google Ads with Zapier. Or, if you're already inspired, feel free to log into your account and create a new Zap from scratch. 

Zapier is the leader in workflow automation—integrating with thousands of apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated systems for your business-critical workflows across your organization's technology stack. Learn more.

Table of contents

  • Track offline conversions

  • Send emails for notifications

  • Connect Google Ads to your CRM or mailing list 

  • Connect Google Ads with Google Sheets 

  • Use webhooks with Google Ads

To get started with a Zap template—what we call our pre-made workflows—just click on the button. It only takes a few minutes to set up. You can read more about setting up Zaps here.

Track offline conversions

Your Google Ads strategy is only as good as your sales data. Without a comprehensive idea of your audience's demographics, interests, and behavior, you could be throwing ad campaign money out the window.

But many of your conversions happen offline—or through channels other than a straightforward Google ad click. It's important to report your successful leads back to Google, but manually recording each one just isn't practical.

These workflows automatically send new deals from your CRM tool (whether it's Salesforce, Pipedrive, Hubspot, or Close) directly to Google Ads. You can use the filter and delay steps to customize your automation. For instance, you may only want to send Hubspot contact updates to Google Ads if a specific field (such as the "Lifecycle Stage") is changed.

Create Google Ads offline conversions for new Salesforce opportunities

Create Google Ads offline conversions for new Salesforce opportunities
  • Salesforce logo
  • Delay by Zapier logo
  • Google Ads logo
Salesforce + Delay by Zapier + Google Ads

Create offline conversions in Google Ads with updated Pipedrive deals

Create offline conversions in Google Ads with updated Pipedrive deals
  • Pipedrive logo
  • Google Ads logo
Pipedrive + Filter by Zapier + Delay by Zapier + 1 more

Register offline conversions in Google Ads when new contacts are updated in HubSpot

Register offline conversions in Google Ads when new contacts are updated in HubSpot
  • HubSpot logo
  • Google Ads logo
HubSpot + Filter by Zapier + Delay by Zapier + 1 more

Add Google Ads offline conversions for new Close opportunities in a status

Add Google Ads offline conversions for new Close opportunities in a status
  • Close logo
  • Delay by Zapier logo
  • Google Ads logo
Close + Delay by Zapier + Google Ads

Send emails for notifications 

You and your team need to be aware of new leads so you can follow up in a timely manner. But unless your team is glued to your Google Ads dashboard, it's tough to stay on top of new leads.

If you want to keep stakeholders and sales staff in the loop about important notifications in Google Ads, automation is the simple solution. These Zaps automatically generate a custom email or Slack message for each new lead. That way, your team has the information they need to strike while the iron is hot and maximize sales opportunities.

Send emails via Gmail for new Google Ads leads

Send emails via Gmail for new Google Ads leads
  • Gmail logo
Gmail

Send emails with new Google Ads leads

Send emails with new Google Ads leads
  • Google Ads logo
  • Email by Zapier logo
Google Ads + Email by Zapier

Send Microsoft Outlook emails for new Google Ads leads

Send Microsoft Outlook emails for new Google Ads leads
  • Google Ads logo
  • Microsoft Outlook logo
Google Ads + Microsoft Outlook

Send Slack channel messages for new leads in Google Ads

Send Slack channel messages for new leads in Google Ads
  • Google Ads logo
  • Slack logo
Google Ads + Slack

Connect Google Ads to your CRM or mailing list 

Paid advertising works best in tandem with your email marketing strategy. While Google Ads gather top-of-funnel engagement and drive traffic to your site, your email list helps you nurture those visitors. 

Connecting your Google Ads account with your customer relationship management (CRM) and marketing apps maximizes the effectiveness of each tool and creates a streamlined sales funnel.

Add leads to your apps

If someone clicks on a Google Ad and makes a purchase, don't let them fall through the cracks. These Zaps send every new lead form entry from Google Ads directly to your CRM or email marketing tool of choice. From there, you can follow up or add them to an automated customer journey to ensure your brand stays top-of-mind. 

Create contacts in HubSpot for new leads from Google Ads

Create contacts in HubSpot for new leads from Google Ads
  • Google Ads logo
  • HubSpot logo
Google Ads + HubSpot

Update Mailchimp subscribers with new Google Ads leads

Update Mailchimp subscribers with new Google Ads leads
  • Google Ads logo
  • Mailchimp logo
Google Ads + Mailchimp

Add contacts in ActiveCampaign for new leads from Google Ads

Add contacts in ActiveCampaign for new leads from Google Ads
  • Google Ads logo
  • ActiveCampaign logo
Google Ads + ActiveCampaign

Add new Google Ads leads to Klaviyo

Add new Google Ads leads to Klaviyo
  • Google Ads logo
  • Klaviyo logo
Google Ads + Klaviyo

Add new Google Ads leads to Salesforce

Add new Google Ads leads to Salesforce
  • Google Ads logo
  • Salesforce logo
Google Ads + Salesforce

Add contacts to Google Ads

On the other hand, you can increase ROI on ad spend by ensuring the right people are seeing your ad content. Anytime you add a new lead to Mailchimp, HubSpot, or Shopify, use one of these integrations to send that same information to Google Ads. That way, those new leads are more likely to see your ads—which increases sales without any extra effort on your part.

Add new Mailchimp subscribers to Google Ads customer lists

Add new Mailchimp subscribers to Google Ads customer lists
  • Mailchimp logo
  • Google Ads logo
Mailchimp + Google Ads

Add new Shopify customers to Google Ads Custom Lists

Add new Shopify customers to Google Ads Custom Lists
  • Shopify logo
  • Google Ads logo
Shopify + Google Ads

Add HubSpot contacts to a list to add them in Google Ads Customer Lists

Add HubSpot contacts to a list to add them in Google Ads Customer Lists
  • HubSpot logo
  • Google Ads logo
HubSpot + Google Ads

Connect Google Ads with Google Sheets 

Spreadsheets are a great way to store, organize, and analyze large amounts of information. When handling hundreds or thousands of leads at a time, your sales team can benefit from keeping prospect data in a spreadsheet that's always up to date.

But manually copying and pasting customer information between Google Ads and Google Sheets just isn't a practical long-term solution. Not only does it waste your time, but it'll also fall on the back burner as soon as you get busy. And there's a major risk of typos and human error.

Instead, Zapier can keep your spreadsheet in sync with Google Ads data automatically. This Zap creates a new row in Google Sheets anytime a new lead is generated in Google Ads.

Create Google Sheets rows for new Google Ads leads

Create Google Sheets rows for new Google Ads leads
  • Google Ads logo
  • Google Sheets logo
Google Ads + Google Sheets

Or, if you often manually add new leads to a spreadsheet, use this Zap to automatically duplicate that contact's details into a Google Ads custom list.

Add contacts to Google Ads customer lists from new Google Sheets rows

Add contacts to Google Ads customer lists from new Google Sheets rows
  • Google Sheets logo
  • Google Ads logo
Google Sheets + Google Ads

Use webhooks with Google Ads 

Zapier lets you connect Google Ads with thousands of popular apps. But even if you can't find the tool you're looking for in Zapier's App Directory, you still have options. Webhooks let you send data between Google Ads and an app that doesn't (yet) natively integrate with Zapier.

Webhooks send data automatically from one app to another. For example, maybe you'd like to record offline conversions in Google Ads whenever you make a sale in your eCommerce platform. Or maybe you want to send new lead form entries from Google Ads to your obscure CRM tool. These Zaps can get it done.

Trigger offline conversions in Google Ads with new caught webhooks

Trigger offline conversions in Google Ads with new caught webhooks
  • Webhooks by Zapier logo
  • Google Ads logo
Webhooks by Zapier + Google Ads

POST in Webhooks by Zapier for new lead form entries in Google Ads

POST in Webhooks by Zapier for new lead form entries in Google Ads
  • Google Ads logo
  • Webhooks by Zapier logo
Google Ads + Webhooks by Zapier

Boost your sales funnel by automating Google Ads

Google Ads is a powerful tool in your marketing arsenal—and automation lets you use the platform to its fullest potential. Easily track offline conversions, manage notifications and spreadsheets, and sync Google Ads to your CRM or email marketing tool. 

While moving information between tools can be a huge time suck, Zapier takes care of the busy work for you. That way, the time you save automating Google Ads can be spent better elsewhere—like nurturing prospects.

This is just the start of what you can do with Google Ads and Zapier. What will you automate first?

Related reading:

  • How to track offline conversions in Google Ads with Zapier

  • 6 ways to automate your PPC campaigns

  • How to use automation with Google Customer Match for better audience targeting

This article was originally published in January 2020, written by Ana Gotter. It was most recently updated in October 2023 by Nicole Replogle.

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A Zap with the trigger 'When I get a new lead from Facebook,' and the action 'Notify my team in Slack'