Pipedrive + Google Ads: getting won deals back into bidding

What this integration unlocks

• A GCLID custom field on deals that is also available on leads, because leads share deal fields
• Won-deal conversions with the deal value, sent through Zapier, a webhook to middleware, or a Marketplace app
• Matching on hashed first-party data as well as the GCLID when the route supports it
• Bidding that favours campaigns producing won deals rather than raw lead volume
• Clear rules on what Google will and will not import, so missing conversions are explainable

Setup steps

1. 1

   Create an offline conversion action in Google Ads

   Turn on auto-tagging, which offline imports depend on. Then in Google Ads go to Goals > Summary, choose Create conversion action, select Conversions offline and add a data source. Name the action after the Pipedrive outcome it represents, such as Deal won.

   Google advises waiting 4 to 6 hours after creating a new conversion action before uploading to it, so create it before you test the rest of the chain. If you want several conversions from one click to count separately, for example a won deal and a later upsell, set counting to Every.

2. 2

   Add a GCLID custom field to deals

   Create a custom text field for the GCLID on deals. In Pipedrive, leads use the same fields as deals, so the field follows a lead when it becomes a deal. Only users with the right global permissions can add custom fields, and the number you can create depends on your plan.

   Also keep email and phone on the person record. They let a route that supports hashed first-party data match a deal even when the GCLID was never captured.

3. 3

   Capture the GCLID on your own site form

   Google's method is a hidden form field for the GCLID plus a script that reads it from the landing page URL and stores it, with Google's example keeping it for 90 days. Pipedrive Web Forms, part of the LeadBooster add-on, document text, option, date, address, monetary, numerical and phone fields, with no hidden field or URL parameter capture documented.

   So in practice the GCLID is captured on your website's own form and written into Pipedrive by Zapier, the Pipedrive API or other middleware, rather than by a Pipedrive Web Form. Test it end to end: click a test ad, submit the form, and check the GCLID landed on the lead.

4. 4

   Pick the route that sends won deals

   There are three realistic routes. Zapier is the one Google documents: it needs a paid Zapier account, sends conversions in real time, and can match on the GCLID or hashed first-party data. A Pipedrive automation can call a webhook when a deal is won and pass the GCLID, value and time to your own endpoint, which then uploads to Google. Or a Pipedrive Marketplace app that advertises offline conversion sync can do the work.

   For the webhook route, Pipedrive automations are on Growth and higher plans, and the webhook article lists webhook actions on Advanced and higher plans, so confirm your plan. Only global admins can create the webhook, the methods are POST, PUT and DELETE, and the endpoint URL must end with a slash, ampersand, question mark or equals sign.

5. 5

   Send the right deals, inside Google's limits

   Trigger on the won status only, and send the deal value with the conversion so bidding can favour campaigns that close larger deals. Google treats repeat uploads with the same identifier, conversion name, date and time as one conversion, so a re-saved deal sent twice will not double count, but a changed timestamp can be recorded as a second conversion.

   Google will not import a conversion uploaded more than 90 days after the click, or 63 days for enhanced conversions for leads, and no setting extends that. If your deals routinely close later, send an earlier stage, such as qualified or proposal sent, as its own conversion action. Imported conversions take about 3 hours to show in the Conversions columns.

Common issues

Common questions