Looking for ways to scale your Google Ads account and boost your strategy?

Do you also optimize for offline actions like calls and sales?

On June 21st, I hosted a webinar with Michael Scott, Paid Ads Marketing Strategist at Manticore Marketing, and Amelia Northrup-Simpson, Product Marketing Manager at CallRail.

Scott and Simpson shared ways you can use Google Ads and other tracking systems to optimize your offline activity and maximize your ad ROI.

Here is a summary of the webinar. To access the entire presentation, fill out the form.

What is offline conversion?

Offline conversions are activities outside of online platforms such as websites, apps or software.

These non-digital actions, which are often tracked in a CRM, mainly consist of sales or closures. By optimizing offline activities, we can focus on sales instead of online conversions.

[Get examples] Access the on-demand webinar immediately →

How to optimize Google Ads for offline sales

Let’s go through the process step by step.

What you need to get started

Before you begin, you need to have a few key tools and resources:

• Google Ads account.
• A way to track Google Click ID (GCLID).
• Customer Relationship Management (CRM) system.
• Upload automation (via Zapier).

[Find out what a GCLID is] Access the on-demand webinar immediately →

Step 1: Create your upload plan

The first step you need to take is to decide how you want the data to be uploaded. This will be discussed in Part 4.

Despite the availability of various methods, using Google Sheets is often the most practical because it is compatible with different platforms and does not interfere with the workflow.

[Get an upload template] Access the on-demand webinar immediately →

Step 2: Track GCLID

You need to implement two different GCLID setups: form tracking and call tracking.

[Learn what these are, now] Access the on-demand webinar immediately →

Step 3: Use CRM to import and export leads

First, make sure every data field on every form has a CRM target.

After importing leads into the CRM, an automation for the export of leads should be set up via an automation tool or a possible native CRM integration with Google Sheets.

[Get a demo of what this should look like] Access the on-demand webinar immediately →

The CRM data is transferred directly to Google via a CRM-Zapier connection or a Google Sheet.

Step 4: Create a Google Ads conversion

Now create the Google Ads conversion and repeat step one to assess its applicability to your situation.

1. Click Tools & Settings.
2. Click Conversions.
3. Complete a new conversion action.
4. Click Import.
5. Click Other Data Sources or CRMs.
6. Track conversions based on clicks.

[Find out how to import offline conversion on Google] Access the on-demand webinar immediately →

Step 5: Create your campaign

You can now create a campaign on Google Ads with the offline conversion objective. If you set it as an account goal, it will be automatically optimized based on offline conversions!

[Slides] Google Ads: How to increase sales and optimize offline sales

Here is the presentation:

Photo credit:

Featured image: Paulo Bobita/Search Engine Journal