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- Hiding CRM data from Google Ads is a “Dumb strategy”
Hiding CRM data from Google Ads is a “Dumb strategy”
Because your offline data holds the real conversions
Sariga V Gangadharan
February 20, 2026
Helloooo,
If you’re not sending CRM/offline conversion data back to Google Ads, you’re basically saying:
“Hey Google, here’s the first half of the story, who clicked, who filled the form. But I won’t tell you who really bought it. Now go and optimize my entire budget based on the first half of the story.”
Because the second half is the secret😅
And Google, being the obedient, does exactly that. (But then, when your boss asks when revenue KPIs are hit, you’ll blame it on Google)
Google does not optimizing for Revenue (When you don’t send CRM data)
Why? Because
CRM basically has all the data in it, such as:
which lead became qualified or unqualified
which lead became an opportunity or gone cold
which lead actually closed
how much is the deal value
Your business nature may have the same or different values.
For instance lets say opportunity 1 is 99 USD, opportunity 2 is 150 USD.
Similarly, you might be a subscription based business, you have one time or new buyers and recurring buyers.
So you may want to tell Google out of 100 leads 10 have become recurring 2 months later.
Reminder, only your CRM knows this and not Google because you broke the feedback loop. But who does the optimization? Google.
What You Actually Need Is a Revenue Feedback Loop
You need to tell Google what happened after the form fill. Like lead qualified, opportunity created, closed won, revenue generated, etc
And your dashboard starts to look like this:
This is where CustomerLabs help you bring all the conversion signals from different sources, stitch them together using identity resolution and send it securely to ad platforms
Because when Google starts receiving offline conversion signals, it finally learns:
“This is the type of person who becomes a customer.” And once it learns that…it stops wasting ad spend on junk leads.
And your feedback will look like this:
Want to build this feedback loop?
Last week, I worked on a self-implement setup guide to send to the opportunity & new customers.
Would you like to have one? Then reply,"No fluff. Just stuff".
P.S: We have webinar session coming up for health & wellness brands, Register here
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