Google Ads Integration

February 12, 2020

Advertising is crucial for any business, and one of the biggest platforms is Google Ads (formerly known as Google Adwords).

In Kommo, the Google Ads trigger allows you to show ads to leads while they are moving through your sales pipeline. This is perfect for staying top-of-mind in order to keep the potential customer on the hook and interested.

Even better — the Google Ads trigger in Kommo allows you to personalize your leads’ advertising experience by serving them different ads based on the pipeline stage that they’re in!

In this article, you’ll learn about:

Creating a Google Ads Account

  1. Visit the Google Ads page.
  2. Click on “Sign Up for Google Ads”.
  3. Authenticate using your Google account.

Upon your initial login to the advertising account, Google will guide you through setting up your first advertising campaign.

When users create their first ads account, they'll enter “Smart” mode—a simplified version of Google Ads that efficiently promotes products and services while streamlining campaign setup.

However, Smart mode requires the creation of an initial advertising campaign. For more flexibility, consider switching to “Expert Mode”.

Switching to Expert Mode

  1. While on the main advertising goal selection screen, locate and click the “Expert Mode” button below the “Next” button.
  2. This action will reveal the “Create an Account without a Campaign” option.r

Complete the necessary details, including country, time zone, and currency. Upon clicking “Submit”, your Google Ads advertising account setup will be finished. The next step involves linking your advertising account to the manager.

Steps to Create a Google Ads Manager Account

  1. Visit the Google Ads manager account page.
  2. Click on “Go to Manager Accounts”.r
  3. Authenticate using your Google account.r

If your Google account already has an advertising or manager account, you'll have the choice to select from available options, create a new advertising account, or switch accounts.

For accounts not previously set up, a new advertising account will be established by default.

Provide the display name, account usage goal, country, time zone, and currency for your manager account. The account usage goal options are as follows:

  • Manage Other Users' Accounts: Suitable for agencies and specialists handling client accounts.r
  • Manage My Accounts: Ideal for managing multiple Ads accounts promoting various products, services, and websites.r

Note the unique 10-digit identification number of the manager account in the upper right corner. Click the Google account icon for a menu displaying all created advertising and manager accounts.

Upon clicking “Submit”, the manager account setup will be completed. If the same Google account was used for both the manager and advertising accounts, the setup is done, and the advertising account will automatically link to the manager.

For other advertising accounts, navigate to Tools and Settings > Setup > Access and Security and click the blue “+” to connect. Choose the role for the connected account and send an invitation.

With your Google Ads manager account established, you can now authorize the integration. Upon successful authorization, the integration will appear in your list of installed integrations on Kommo, along with your Google Ads advertising account number.

Furthermore, you'll gain access to the Google Ads trigger on the Digital Pipeline page.

How the Google Ads trigger works

Once you select the stages where you’d like to show Google Ads, leads that move to those stages will automatically be added to your Google Ads audience. Then after the lead moves out of the stage, they will also be removed from the audience.

Example use case

For example, let’s say that you want to target new leads who are still shopping around, and convince them to choose you instead of competitors. In Google Ads, you could set up a campaign that shows your ads when a competitor’s name is searched in Google. Then you could add the Google Ads trigger to the Incoming Leads stage of your pipeline, which would automatically add all new leads to your competitor campaign.

How to set up the Google Ads trigger

To set up the trigger, you will need a Google Ads account that has permission to use Customer Match. Customer Match will be available to your account if you have:

  • A good history of policy compliance
  • A good payment history
  • At least 90 days of history in Google Ads
  • More than $50,000 USD total lifetime spend. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency

Once you confirm that you have access to Customer Match, create the trigger:

  1. Go to the Leads section in the left menu
  2. Click “Automate”
  3. Find the stage you want to add the trigger and click on an empty slot
  4. Select Google Ads

Note: If you’re not already logged in Google via Kommo, you will be prompted to log in and provide access in order to continue.

  1. A window will appear:

Within this window, choose:

  • The conditions for adding leads to the audience (e.g., leads with a VIP tag)
  • When to execute the trigger
  • Your advertising account
  • Your Google Ads audience
  • OPTIONAL: tick the box “Apply the trigger to all leads already in the stage” in order to run the trigger for leads that are already in the pipeline stage

And with these simple steps, you’ll have your Google Ads trigger running!

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