How to Run a Lead Generation Campaign on Google Ads

Lead Generation Playbook

Lead generation campaigns on Google Ads.

Creating a lead-generation campaign on Google Ads only requires a few clicks. But making sure your campaign can scale and stays profitable, requires accurate and automatic conversion tracking.

In this playbook, we will show you how AnyTrack enables you to take advantage of all the advanced tools Google Ads provide to improve and automate your campaign optimization.

The Tracking Flow

How AnyTrack tracks the conversion data flow across your lead generation  funnel.

How to get started

How to setup your marketing stack to start tracking your conversions in 5 easy steps.

Step by step

How AnyTrack tracks every step of your Lead Generation Funnel

Each touch-point, automatically tracked and synced across your analytics and marketing channels.

Visitors click on your ad.
This is the first interaction between a visitor and your ad. Google Ads appends tracking parameters to your landing page URL (what they call: "final URL").

  • UTM Parmeters

These parameters are crucial to track and measure the customer journey.

How AnyTrack helps you:

AnyTrack makes it easy to track and capture your campaign data. By providing you with a compliant tracking URL template, you are guaranteed to capture the most important campaign data and stay compliant with Google Ads policies.
Capture lead data with ease
Your leads optin action is the first real engagement event to track. This conversion allows you to signal Google Ads, of a significant business goal that has been reached.

How AnyTrack helps you:

AnyTrack helps you automatically track form submissions events and adds a dynamic ID to each lead so it can be later used for attribution.

  • Tracks form submissions
  • Automatically injects Click ID in forms
Lead Generation Offer
Because you have captured the initial lead data, you can pre-filled the loan application form, specifically the clickid query string and parameter, needed for postback URL tracking.

How AnyTrack helps you:

  • Direct Integration with Phonexa
  • Postback URL tracking
  • Capture dynamic revenues & Lead status
Google Ads affiliate tracking
Boost your campaign ROI
Because AnyTrack lets you track every step of your funnel, you not only get true insights on your funnel performance, but you automatically feed Google Ads with the needed data to apply different bid strategies.

AnyTrack enables you to:

  • Track multiple conversion goals
  • Apply any bid strategies
  • Build custom audiences for retargeting

How to setup your lead generation campaign on Google Ads.

AnyTrack setup

Get Started with AnyTrack

To start tracking your funnel, you will first need to add the AnyTrack tracking code to your site. Very much like adding Google Analytics, you simply need to add the tracking code in the head section of your site. As soon as the code is on your site, it will start collecting traffic data.

Direct Integration

CRM Integration

AnyTrack has an extensive integration catalog that allows you to easily connect your AnyTrack account with any CRM or Lead Generation software. AnyTrack provides you with a pre-configured Postback URL which carries the required parameters to track conversions.

Alternatively, you can use webhooks to track conversions back to AnyTrack.

Landing page & Form setup

Automatic form submission tracking

AnyTrack makes it easy to track form submissions (opt-ins) and pass tracking data to your CRM.

Add a hidden field to your form with the default value {click_id} and AnyTrack will automatically substitute the field with the tracking data:.

  • Field name: clickid
  • Default value: {click_id}
*Configure your form to pass the form data during the form submission.
Google Ads Settings

Google Ads Account Settings

Since tracking starts with accurate click tracking, you need to update two settings in your Google Ads account. Both settings will apply across your account and will guarantee that Google passes all the required tracking parameters.

  • The Tracking URL template
  • The Auto-Tag Settings
Note: The Tracking URL template is located in your AnyTrack account, under traffic sources.
Google Ads Settings

Conversion setup

There are several configurations that you need to perform before you track and optimize your campaigns based on conversions coming from your CRM or Lead Generation software:

  • Import conversions from Google Analytics
  • Configure the imported conversions
    • Conversion type (i.e. purchase, lead)
    • Attribution window


Note: Google Analytics conversion goals were created when you connected your Google Analytics account in AnyTrack.

Google ads settings

Campaign settings

Now that your account is properly set up, you can create your campaigns, set your bid strategy and select the conversions you want to optimize the campaign with:

  • Select your bid strategy
  • Select the Conversion Goal(s)
Note: you can create several campaigns, each optimized for a different conversion goal.
Google ads settings

Ad Setup

The last step of the campaign setup is your ad and specifically the Final URL.

Reminder: The Final URL is the page that visitors reach when clicking on your ad.

Since you’ve previously added the tracking URL template and enabled Auto-Tagging, you simply have to add your landing page URL to your ad.

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