Are you leveraging Google Ads for lead generation but struggling to identify the source campaigns?
This is a familiar problem. Google Ads provides the number of leads per campaign, ad, or keyword but not on a per lead basis.
Therefore, you can't ascertain which campaign, ad, or keyword was responsible for generating the leads that turned into customers.
LeadSources provides a solution to this issue.
With LeadSources, you can effectively track Google Ads data (campaign, ad, keyword, etc.) for each lead.
When you add your leads to Zendesk Sell, you can see Google Ads data (campaign, ad, keyword, etc.) for leads that have turned into clients.
You can subsequently produce reports such as: Keywords with the highest client conversion… and determine which keywords to emphasize or remove.
Let’s begin!
Capture Google Ads lead data in Zendesk Sell in 4 steps
Step 1: Add Leadsources in the head tag of your website
Sign up to Leadsources.io, and benefit from our 14-day free trial.
Place the LeadSources code within the head tag of your website. No coding experience is required.
Simply follow this easy step-by-step guide.
Step 2: Add the UTM parameters to your Google Ads campaigns
Add the UTM parameters you wish to track to all your Google Ads.
Here are the UTM parameters you might add to your ad:
- UTM_source
- UTM_campaign
- UTM_term
- UTM_content
In addition to UTM parameters, LeadSources collects information like channel, landing page, and landing page subfolder, offering a thorough view at the lead level.
Step 3: Add the hidden fields to your form
When users complete your form (name, email, etc.), LeadSources fills the hidden fields with Google Ads information (campaign, ad, keyword, landing page, etc.).
To set this up, add hidden fields to your form for UTM parameters. Our step-by-step guides cover all major form builders, and no coding knowledge is required.
Step 4: Track the Google Ads data in Zendesk Sell
When someone clicks your Google Ads ad and lands on your site, LeadSources collects the Google Ads data (campaign, ad, keyword, landing page, etc.).
The hidden fields of your form are automatically updated with Google Ads data by LeadSources.
When the form is submitted, both the Google Ads data and form responses can be sent to Zendesk Sell. You must connect your form to Zendesk Sell to facilitate this.
How does Leadsources work?
When the LeadSources code is inserted into your website’s head tag, it will capture Google Ads data (UTM parameters and referrer) whenever a visitor comes to your site.
The Google Ads data is then saved in the hidden fields of your form.
Even if a visitor arrives at your site without UTM parameters in the URL, LeadSources will still capture data using the referrer:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
With this method, you can track important lead source details even if UTM parameters are missing, including:
- On Google Search
- On your Instagram bio link
- On your social media posts
- Etc.
Most tools track lead sources using only UTM parameters, but LeadSources provides visibility into lead data from channels without UTM parameters:
- Organic Search
- Paid Search
- Organic Social
- Paid Social
- Referral
- Affiliate
- Display Advertising
- Direct Traffic
This facilitates consolidating accurate lead source information into one central place.
How to run performance reports
With Google Ads data stored in Zendesk Sell, you can now produce performance reports such as:
- Leads per channel
- Revenue per channel
- Revenue per keyword
- Etc.
This allows you to make well informed choices about how to allocate your marketing budget.
Let’s look into the various reports you can produce.
Lead performance reports
You can run reports displaying the number of leads generated by:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Example #1
You can export data from campaigns across different channels (SEO, PPC, email, etc.) and generate a report labeled "Leads by Channel."
Example #2
After finding out which channel produces the most leads (e.g., Google Ads), you can go deeper by selecting that channel to view the lead counts for each ad campaign.
Example #3
Once you have determined the campaign that produces the most leads, you can explore which particular keywords are generating those leads.
Sales performance report
While identifying the ads and keywords that produce the most leads is beneficial, does this also lead to greater revenue?
By transferring your form submissions to Zendesk Sell, you can develop detailed reports on sales performance.
Example:
| Channels | Search Paid | Social Paid |
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
Following your Google and Facebook ad campaigns, you observed that Social Paid ads yielded a greater number of leads compared to Search Paid ads.
After several weeks of analysis, it is clear that the Search Paid channel produced more revenue with fewer leads than the Social Paid channel. This finding suggests raising the budget for Search Paid campaigns.
