Offline conversion architecture
How I taught Google Ads which leads are actually worth money
Feeding valued CRM milestones back into Google Ads every day so bidding learned from real commercial outcomes.
Assigned CRM milestone value
Assigned CRM milestone value
CRM to Google Ads
The challenge
Google Ads was optimising for form fills, not customers.
Smart bidding can only be as smart as the signal it receives. Here it treated every lead as equal.
The CRM knew which leads became qualified offers and contracts. Google Ads did not.
What mattered most
The strategy
Close the loop between CRM and bidding.
I built an offline conversion system that sends valued milestones back to Google Ads automatically.
- 01Built offline conversion architecture through Google Ads Data Manager.
- 02Created commercial CRM milestones that mirrored the real sales journey.
- 03Assigned values by downstream importance: £400 for a qualified offer, £2,000 for a contract.
- 04Layered detailed CRM event data into separate conversion signals for richer learning.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Signal value
Bidding now knows what matters
The outcome
Bidding started chasing customers instead of clicks.
Every day, CRM outcomes now flow back into Google Ads with values that reflect their commercial weight.
Automated bidding learns from qualified offers and contracts, steering budget towards the searches that produce revenue.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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