So you have a Google Ad campaign set up to generate leads for your business but you have a problem; you seem to be getting a lot of low quality leads and you're not sure how to optimize the campaign to increase the quality of leads. In order to effectively optimize a lead gen campaign to increase the quality of leads you need to set up something called 'Offline Conversion Tracking'. There are various ways to do it depending on if you have a CRM or not.

The easiest way to implement "Offline Conversion Tracking" is to use Hubspot or Salesforce since they have a native integrations with Google Ads for Offline Conversion Tracking. If you're using a different CRM ,and it integrates with Zapier, you may be able to track offline conversions form submission leads using this Zap. Keep in mind that this is only for form submission leads, it won't let you track offline conversions for phone call leads.

You can manually upload offline conversion data to Google Ads by using Google Ad's Offline Conversion Tracking Google Sheet Templates which can be found in your Google Ads Account (Goals > Conversion > Uploads):

To learn more about how to do this check out our online course here.

Last but not least, you can also use software like WhatConverts to track leads and automatically import offline conversions to Google Ads. WhatConvert doesn't consider itself a CRM and in fact syncs with many CRMs but it's a useful tool nonetheless.

Once you're able to import offline conversions, whether it's offline sales or marketing qualified leads, so you can start identifying which keywords, ads, demographics, locations, time of day, day of week and devices are generating higher quality leads and sales.You can then use this data to make the necessary adjustments required to increase lead quality and more importantly increase the return on ad spend for the campaign. Using offline conversion tracking is really the only way to increase lead quality at scale for your Google Ad lead gen campaign.