Connecting Viewers to Google Ads

Automations & Integrations

Send lead conversions from Viewers directly to Google Ads. When someone submits their information through your widget, Google receives the conversion event - helping you optimize your campaigns, improve Smart Bidding, and track your true cost per lead.

This integration is available on all plans, including Free.

How It Works

When a lead is captured on your site, Viewers fires a conversion event to Google Ads. Google then attributes that conversion to the ad and keywords that drove the visitor, giving you accurate data on which campaigns are actually generating leads.

No code changes required. Just add your Conversion ID and Label, and Viewers handles the rest.

What You’ll Need

A Google Ads account
A conversion action set up in Google Ads
Your Conversion ID and Conversion Label

Finding Your Conversion Details

Go to your Google Ads dashboard
Click Goals in the left navigation
Select Conversions → Summary
Click your conversion action (or create a new one if needed)
Click Tag setup
Select Use Google Tag Manager
Copy your Conversion ID (starts with AW-, e.g., AW-123456789)
Copy your Conversion Label

Both values are required for the integration to work.

Setting Up the Integration

Log in to your Viewers dashboard
Go to Automations
Find Google Ads and click to configure
Enter your Conversion ID (starts with AW-)
Enter your Conversion Label
Configure your options (see below)
Save your settings

Configuration Options

Value per Lead (Optional)

Assign a monetary value to each conversion. This helps Google optimize for value (especially with Smart Bidding) and lets you track revenue metrics in your Ads dashboard.

Examples:

If your average customer is worth $1,000 and 10% of leads convert, your value per lead is $100
If you charge $25 per qualified lead, enter $25

Supported currencies: USD, EUR, GBP, CAD, AUD

Leave this blank if you don’t want to pass a value.

Lead Types to Track

Choose which modules should fire conversions to Google Ads. You might want all lead types tracked, or only specific ones.

Available modules:

Select the modules that represent meaningful conversions for your Google Ads campaigns. For example, if you’re running ads to drive contact form submissions, only track Contact leads.

Selective Conversion Tracking

Control when conversions fire to Google Ads. This helps ensure you’re only counting quality leads.

Sync all conversions (default) Fires the conversion immediately when a lead is captured. Use this for maximum data and fastest optimization.

Sync only verified emails Only fires the conversion after the lead’s email has been verified as valid and deliverable. This filters out fake or mistyped emails. May take a few minutes after capture.

Sync only enriched leads Only fires conversions for leads that have company/contact enrichment data. This ensures you’re only counting business leads with real company information. May take a few minutes after capture. Requires a PRO plan for enrichment.

Best Practices

Start with “Sync all conversions” This gives Google the most data to optimize against, especially important for Smart Bidding strategies like Target CPA or Maximize Conversions.

Use “Sync only verified emails” if you’re seeing spam If your campaigns are attracting bot traffic or fake submissions, switching to verified-only filters out the junk before it hits Google Ads.

Use “Sync only enriched leads” for B2B If you only care about business leads with company data, this ensures Google optimizes for the leads that matter to you.

Set a realistic lead value If you’re using value-based bidding (Target ROAS, Maximize Conversion Value), accurate lead values are critical. Use your actual average lead value based on conversion rates and customer lifetime value.

Create a dedicated conversion action Keep Viewers leads separate from other conversion actions in Google Ads. This makes reporting cleaner and lets you optimize campaigns specifically for lead generation.

Verifying the Integration

After setting up:

Run a test by submitting a lead through your widget
Wait a few minutes (especially if using verified or enriched sync)
Check your Google Ads dashboard for the incoming conversion
Verify the event shows the correct value (if you set one)

Google Ads conversions can take a few hours to fully appear in reporting, though they typically show up much faster.

Troubleshooting

Conversions not appearing in Google Ads?

Double-check your Conversion ID and Label are correct
Make sure the integration is saved and enabled in Viewers
If using verified/enriched sync, wait a few minutes - these don’t fire instantly
Check that the lead type you submitted is selected in “Lead Types to Track”
Google Ads reporting can take a few hours to update

Conversion counts don’t match Viewers?

If using “Sync only verified emails,” invalid emails won’t fire conversions
If using “Sync only enriched leads,” personal email addresses (Gmail, Yahoo, etc.) won’t fire conversions since they can’t be enriched

Value not showing in Google Ads?

Make sure you entered a number in the Value per Lead field
Verify you selected a currency
Check that your conversion action is set to use “conversion value” in Google Ads

Smart Bidding not optimizing well?

Make sure you have enough conversion volume (Google recommends 30+ conversions per month)
If using “Enriched Leads Only,” you may have fewer conversions for Google to learn from
Consider starting with “Sync all conversions” until you have sufficient data

Frequently Asked Questions

Do I need Google Tag Manager or the Google Ads tag installed? No. Viewers sends conversion events directly to Google Ads via their API. You don’t need any additional tags for this integration to work.

What’s the difference between Conversion ID and Conversion Label? Conversion ID identifies your Google Ads account (starts with AW-). Conversion Label identifies the specific conversion action. Both are required.

Can I track different conversion values for different lead types? Not currently. The value per lead applies to all tracked conversions. If you need different values per module, contact us about custom setups.

How quickly do conversions appear in Google Ads? For “Sync all conversions,” within seconds. For verified or enriched sync, it may take a few minutes while we verify the email or enrich the lead. Google Ads reporting can take a few hours to fully update.

Will this work with offline conversion imports? Viewers fires online conversion events. If you need offline conversion tracking with GCLID matching, contact us about advanced setups.

Is this available on the Free plan? Yes. The Google Ads integration is available on all plans. However, “Sync only enriched leads” requires a PRO plan since enrichment is a PRO feature.

Need Help?

If you have questions about connecting Viewers to Google Ads, contact us.

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Last updated on December 25, 2025