Google’s smart bidding algorithms are only as intelligent as the data you are feeding them, and for advertisers selling high ticket products or services, you will be wanting to feed as much data back into Google’s smart algorithms as possible.

First things first, you need to make sure you are making the most of value-based bidding. Are you tracking the small trackable actions leading up to the MQL? Find out how to do this in our blog, all about value-based bidding.

In this blog post, we will be revealing how you can start to connect your lifecycle stages from the HubSpot CRM data back into Google Ads in order to understand how your marketing efforts on Google are leading to valuable conversion rates.

What is HubSpot?

If you haven't come across HubSpot before, to put it simply it's a popular CRM platform that boasts a selection of tools that can improve your lead generation, large inbound marketing campaigns, customer retention, and attraction.

What’s great about HubSpot is that it allows marketing, sales, content management, and customer service content to be stored in one convenient place.

This means that different departments from a business can manage all work activities on one piece of software, making the working day much more streamlined and efficient.

No more jumping from spreadsheet to spreadsheet in search of the data you need!

HubSpot is also proving to be a valuable tool for analysing CRM data. And one key perk for marketers, in particular, is that it stores this kind of data because the "Marketing Hub" is already programmed into the CRM platform.

How to Track Google Ads Conversion Rate with HubSpot

Let’s take a look at how you can use HubSpot to track the conversion rates of your Google Ads. Here’s a step-by-step guide below:

1. Firstly, navigate to the HubSpot dashboard and click on the marketing dropdown. From here, select “Ads”, which will take you to the advertising dashboard

2. From the Ads dashboard, click “Create Event” in order to set up your tracking

3. From here, you will see a dropdown where you are met with an array of options. For this example, we have selected an ad account on Google and want to understand how many of the people clicking our ads become “Evangelists”

    For each stage you are using within HubSpot, we would recommend setting up a conversion name using a well-defined naming convention.

      We’ve opted in to trigger the conversion upon the lifestyle stage changing. This means that whenever someone is moved up the value chain, their conversion becomes more valuable.

      You can also choose to value the conversion as the deal amount or as a fixed value, which to use depends largely on your individual context.

      For the example below, we’ve opted for the “deal amount” and if no amount is assigned, we value the deal as $10.

      4. Once all fields are filled out, click “create event”

        5. Now you’ve set up your HubSpot event, you are ready to start taking insights about how your Google Ads are contributing to HubSpot leads, congratulations!

        Note that these do not backdate, meaning you will only find out how Google Ads has contributed from the set-up date onwards.

        Next Steps

        After the conversion event has been live for a few days, you should notice the ‘Events’ tab within the Ads dashboard populate with the events you set up.

        You will also notice that your HubSpot conversion appears within your Google Ads account. This should appear with the source of “import from clicks”.

        Now all you have to do is simply cross-check the volumes and values of these conversions within HubSpot/Google Ads to make sure everything matches up and that’s it.

        The recommended number of conversions is 30 per campaign per month - are you getting 30 conversions per month with your high-ticket products and services?

        If not, then maybe you should look into using value-based bidding in your future marketing campaigns.

        Final Thoughts

        HubSpot, when used correctly, is a handy tool to use to connect your lifecycle stages from the HubSpot CRM data back into Google Ads.

        Not only does it help you to understand how your marketing efforts in more detail, but it can also help you determine how your Google Ads are contributing to your conversion rates.