Form leads arrive as records, and what each one was worth is sent back so the bidding chases paying work.
Every Monday the owner looks at 61 leads and a bill, and has no way of saying which of them became an invoice. So next month's budget is a guess dressed up as a decision.
Google is spending your money on the strength of what it can see, and what it can see is a form being filled in. So it learns to find you people who fill in forms. Some of them were never going to buy, and the ones who were look identical from where Google is standing.
Connect this and two things happen. The lead itself stops being an email you screenshot into the system, and arrives as a record with the answers already on it, ready for the follow-up to start. Then the useful half: when that lead turns into a booked job and the job turns into an invoice, the amount goes back to Google against the click that started it. Six weeks of that and the bidding has changed, because Google now knows which searches ended in a paid invoice and which ended in a form and nothing else. You stop paying the same rate for both.
Reach for this where a real budget goes into Google every month and somebody is asked whether it is working. The answer today is cost per lead, and cost per lead is the wrong number if half the leads never buy.
Need more than it doesTell us what the connection has to do and we will wire the rest of it.
The answers they typed arrive on a record, so the first reply goes out while they still remember filling the form in.
A closed job is reported to Google with what it was worth. The spend is judged against money, not against form fills.
Told which clicks became invoices, Google goes looking for more of those. The same budget buys better work over time.
One job going through, start to finish, with nobody watching it. The steps are what this connection actually does; the times beside them are illustrative.
The ad account is connected with the rest of your connections in settings. Sending the money figure back is set up separately, under the ad manager, and it needs a matching conversion already named on the Google side.
Open the setup guide →
Two halves. Leads from your Google lead forms arrive here as records with their answers. And what happened to those leads — qualified, booked, closed, and for how much — goes back to Google. That is the scope, and the second half is the one most businesses have never had.
Almost always a form that was never switched on. Each form is set up and turned on individually, and every field it asks for has to be pointed somewhere. Until both are done the leads sit in Google. Check the newest form first, because a form added last month starts life switched off.
Around five minutes. Fast enough that the follow-up still feels like an answer rather than a callback. If your team works off a screen, the lead is on it before anyone has finished the job they were doing.
Admin access to a Google account that has permission on the ads. With it, your ad account and your forms are there in a list to pick from. Short of it, that list comes up empty and says nothing about why, so sort the access out first and the rest is quick.
An amount, tied to the click. Not an invoice, not a name, not what they bought. It is the figure that lets the bidding tell a small callout apart from a full install and spend accordingly. You decide which stage counts as the win.
Every native connection comes with the platform. Tell us what else you need and we will wire it.
An hour, watching a lead arrive and a job get scheduled. Then you tell us where it would not fit your work.