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.

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

To track clicks accurately, update two settings in your Google Ads account. The settings will apply to your whole account and ensure that all necessary tracking data is passed to your ads and landing pages automatically.

  1. Navigate to your Google Ads Account settings.
  2. Enable the Auto-Tag option
  3. Paste the UTM Tracking template in the tracking settings.
Google Ads Settings

Conversion setup

Before you start tracking and improving your campaigns based on conversions from your CRM or Lead Generation software, there are a few things you need to do:

  1. Bring in the conversions from Google Analytics.
  2. Set up the imported conversions, including:
    1. The type of conversion (such as purchase or lead)
    2. The attribution window
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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