6 ways to automate Google Ads with Zapier

The secret to a successful paid campaign isn't just delivering the right message to the right audience (although it certainly helps). It's also leveraging sales data to understand which leads actually convert—allowing you to optimize campaigns for real revenue instead of just clicks. 

Fortunately, if you use Google Ads, you'll know it helps you both capture high-intent leads through pay-per-click ads and effectively track offline and online conversions. But once you have all that valuable sales data (like new leads and campaign performance), you'll need to take swift action on it—whether that means following up with potential customers, updating your CRM with their details, or sending conversion events back to Google Ads. 

Automation can help you do this at scale. With just a few Zaps—our automated workflows—you can keep all the moving pieces in your advertising process running smoothly.

Table of contents

• Connect Google Ads with Google Sheets

• Track offline conversions

• Send notifications for new leads

• Add leads to your CRM or marketing apps

• Add contacts to Google Ads

• Use webhooks with 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.

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.

Track offline conversions

Without full visibility into which leads actually turn into paying customers, you could be wasting ad budget on audiences that never convert. Marketing and marketing ops teams are constantly working to reduce ad costs, but if you're only tracking part of the customer journey, your campaigns may be optimizing for the wrong signals—leading to missed revenue opportunities.

Many conversions happen offline or through non-direct channels that aren't immediately tied to a Google ad click. It's crucial to report successful leads back to Google Ads, but manually tracking and updating each one just isn't scalable.

These workflows automatically send moving deals from your CRM tool (whether it's Salesforce, Pipedrive, or Hubspot) 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.

Want a more comprehensive picture of your ad performance? You can also track conversions based on other events, like online sales, webinar registrations, or purchases made over the phone. Use these Zaps to get started: 

Send notifications for new leads

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.

Add leads to your CRM and marketing apps

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

If someone clicks on a Google Ad and makes a purchase, you won't want to 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. 

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.

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.

Advanced tips for automating Google Ads

The best way to streamline your advertising workflows is to go beyond a simple two-step Zap. When you start with the bigger picture, you can find even more opportunities for scaling while improving efficiency.  

For example, here's a visualization (using Zapier Canvas) of how a marketing team might build an automated system that ensures every key action—from form submissions to purchases and beyond—is automatically handled. (Click to see a larger image in a new tab.)

With our Google Ads integration, you can automate, measure, and ultimately improve how your ads perform. From tracking offline conversions, managing notifications and spreadsheets, and syncing Google Ads to your CRM or email marketing tool, you can use automation to power your marketing strategy and improve your ROI. 

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

This article was originally published in January 2020, with previous contributions by Ana Gotter and Nicole Replogle. It was most recently updated in March 2025 by Elena Alston.