# Google Ads + Salesforce integration and analysis

Connect Google Ads and Salesforce to Hendrik. Compare Google Ads reported leads with Salesforce opportunity movement while keeping campaign identity explicit.

## The question this stack can answer

Are Google Ads leads becoming qualified Salesforce pipeline?

## What Hendrik reads from each source

- **Google Ads:** Spend, delivery, and Google reported conversions show the Google Ads side of the question.
- **Salesforce:** Leads, opportunities, stages, and campaign membership show whether paid leads become qualified opportunities.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Google Ads account with spend and conversion reporting for the stated window.
- Connected Salesforce org with agreed lead, opportunity, and stage definitions.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Google-reported conversion value is platform attribution, not incremental revenue or a deduplicated business total.
- CRM campaign and opportunity records require an established identity relationship before attribution claims.

## Illustrative example

### Google Ads + Salesforce review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC. The example compares acquisition measures with CRM deal progression. A submitted lead and a qualified deal are different events, with different reporting dates.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- Reported lead conversions · selected Lead form submitted action (count, 28 days) (Google Ads): 210 → 260
- qualified opportunities created (count, 28 days) (Salesforce): 28 → 24
- Google Ads spend (USD, consecutive 28-day periods) (Google Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Conversion and delivery settings:** Check Google Ads conversion actions, attribution window, change events, and campaign mix before interpreting reported value or leads.
- **Opportunity and campaign definition:** Check Salesforce record type, stage history, campaign membership, and identity coverage before using opportunity movement.
- **Explain the divergence:** Google Ads: Reported lead conversions · selected Lead form submitted action (count, 28 days) changed from 210 to 260. Salesforce: qualified opportunities created (count, 28 days) changed from 28 to 24. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Google Ads reported lead conversions and spend rose. Salesforce qualified opportunities created fell.

### What to do next

Use qualified opportunity movement to review the next spend decision; reassess after lead and stage definitions are stable.

**Limit:** Salesforce opportunity movement is not automatic Google campaign attribution.

## Provider documentation

- [Google Ads documentation](https://support.google.com/google-ads/)
- [Salesforce documentation](https://help.salesforce.com/s/articleView?id=sf.reports.htm)

## Start with this stack

[Create a workspace and connect Google Ads + Salesforce](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-google-ads-salesforce&combination=google-ads-salesforce)