Connect

Salesforce

and

Google Ads

🎯 A complete solution for integrating Salesforce and Google Ads

Formsable is a low-cost solution that integrates Salesforce and Google Ads, adding attribution details for new Salesforce leads and sending conversions to Google Ads when an opportunity is closed won in Salesforce.

It combines browser tracking with server-side API integrations, linking website activity with closed won Salesforce opportunities to build a complete journey of each customer across website and Salesforce.

This allows to attribute 99% of sales to the correct marketing source, ad click and landing page, as well as see full website journey of each individual Salesforce lead and account and obtain data to inform strategy.

All of this without coding and complex manual set-up of the connection between Salesforce and Google Ads. Formsable already khows how to attribute Salesforce closed won opportunities and send them to Google Ads and has a proprietary self-configuration engine that maps website form fields to Salesforce lead fields, extending Salesforce leads with attribution details such as UTM parameters, referrer URL and landing page URL.

🛥 Easy to set up Salesforce and Google Ads integration

  1. Install Formsable tracking code on the website
  2. Connect Formsable to Salesforce
  3. Optional - add custom fields for attribution details to Salesforce Leads
  4. Connect Formsable to Google Ads

🧩 How Formsable integrates Salesforce and Google Ads

Formsable utilises proprietary first-party tracking and attribution technology to integrate website lead forms with Salesforce API, adding attribution details to new leads and attributing each Salesforce closed won opportunity to the original visitor.

Formsable combines browser and back-end tracking to:

  1. store Google Click Id and Global SiteTag Client Id for each lead form;
  2. add UTM parameters, referrer URL and landing page details to new Salesforce leads;
  3. attribute successful deals to the Google click id and send conversion to Google Ads API.

It's important to add that Formsable is flexible and you can use only a half of the integration: for example, send closed won oportunities from Salesforce to Google Ads as conversions without having to modify Salesforce Lead attributes; or set up Formsable lead attribution and use built-in Salesforce reporting without sending conversions back to Google Ads reports.

📚 Learn More

Read more about Formsable tracking and attribution engine and how it utilises a customer journey database to correctly attribute all purchases to the original visitors.

Discover B2B conversion funnel tracking best practices.

If a large portion of your paid traffic comes from IOS apps such as YouTube, it may not have a GCLID parameter, which would prevent ability to attribute each conversion to a specific click. In this case, our Salesforce and Google Analytics integration might be a better solution when coupled with Google Ads and Analytics account linking. Read our post about tracking conversions without GCLID for more details.

“A valuable insight we've got because of using Formsable is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.

Before Formsable we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.

And so we've been focusing on paid search, which does have return on investment.”

Bryan Brinton, Co-Founder, Aluvii Software

Achieve results

Continuously improve marketing strategy with actionable data produced by Formsable tracking.

Drive sales
Understand how your customers buy and how segments perform across campaigns even on low volume experimental conversion data when you're still perfecting your pipeline.
Boost ad ROI
Stream back-end conversion data to Google Ads and Facebook Ads Conversion APIs to facilitate ad platforms' AI/ML ad delivery optimization and to create super effective lookalike audiences in real time.
Analyse
Use standard tools such as Facebook Ads, Google Analytics and CRM reports to see exact performance and revenue of each channel and landing page even when sales happen weeks after the initial ad click.