Looking for ways to scale your Google ads account and advance your strategy? Are you optimizing for offline actions, too, like calls and sales? Check out this presentation on the basics of Google Ads offline conversion optimization, and we’ll show you how to maximize your ad ROI. In this webinar, you’ll learn: - How to change your campaigns to optimize offline actions rather than only on the “online” activity. - The best ways to track the clicks to conversion, then optimize based on actual revenue. - How the Google Click Identifier (GCLID) works and how this is crucial for Google ads offline optimization. Michael Scott, Paid Ads Marketing Strategist at Manticore Marketing, together with CallRail’s Product Marketing Manager, Amelia Northrup-Simpson, will discuss ways you can Google ads along with other tracking systems to start optimizing your offline activity. Watch now, and start shifting your focus more on actual sales.

2. An Offline conversion is anything that does not
happen online (website, App, software).
These actions are typically done non-digitally -
which can be tracked in a CRM.
The main offline conversion action is "sale" or
"close".
Offline optimization will allow us to focus on the
sale rather than the online conversion
What is an offline conversion

3. Who we use offline optimization with
B2B Lead Gen - Phone calls and lead forms as the primary source of conversion
hitting over 60 leads per month (total).
High Close Volume Local businesses - Any business that can get over 30 closes a
month. Examples: Pressure washing, Dog trainers, entertainment (trampoline
parks), Gyms, Auto repair, etc...)
High Conversion Volume - Any business that gets many leads but only closes a
small fraction of them. Examples: Lawyers, High ticket B2B, Contractors, Luxury
Goods (wedding dresses) etc...

4. Flow of Conversions
Impression Click
Simple
Conversion
Hard
Conversion
Viewing the ad Click through
Landing page view
Time spent
Add to cart
View product
Complete demo
Purchase
Call
Form Submission
Recommended Offline Conversions : 30-60 min per month

5. What we need to get started
A way to track
GCLID
CRM Upload (zapier)
Google Ad
account

6. What is a GCLID?
Google Click Identifier (GCLID): is a parameter passed in the URL with ad clicks,
to identify the campaign and other attributes of the click associated with the ad
for ad tracking and campaign attribution. In Google Ads, this is enabled by
turning on the auto-tagging setting.
Simplified: It allows us and Google to track what each click is doing.
Example: localplumbercompany.com/?gclid=CjwKCAjw-IWkBhBTEiwA2exyO-
DJ6uLbfL9kLOvWJg0teBzTORulo5ybMWa7TSthloXYlz2CDtK39RoC5tMQAvD_
BwE

7. How can we track GCLID ?
Form - adding a hidden field on the back end of any form will allow us to pull the
Gclid into any data pool/CRM to allow us to do offline conversions.
Naming the hidden field label or ID "gclid" will be enough for 95% of systems.

8. How can we track GCLID ?
Phone - Gclid can also be pushed via phone calls but requires a system that will
allow this. Natively Google does not give us enough data to solve this. Much like
form tracking we need "Name, Phone, Gclid" to make this work.
To track Gclid and performance via phone - we need to utilize a phone tracking
system, our primary is CallRail.
It allows us to track Name, phone, and "gclid" and push this data to all CRMs we
currently work with.

9. CRM management
One of the most important parts of this entire setup is optimizing not only "sales"
but optimizing on "sale value". Unless we want to only run on spreadsheets will
need a CRM system to keep track of all our data.
Any CRM works as long as we can export automatically and if they have a
custom field or a field for the value. We will also need a custom field for "gclid"
The flow so far - Lead in -> Create a lead in CRM (with gclid attached) -> When
a sale occurs update lead

10. Upload
As soon as we have a finalized sale from the lead we want to automatically
upload this to a Google sheet.
Name Email Phone GCLID Value Timestamp
You can also follow their
template: Link
Caution: Timestamp will cause
the most issues make sure it is
formated correctly
Flow so far: Lead -> CRM ->
Close -> upload to sheet

11. Example Run
Account we just audited: Artificial Turf company
Identify Offline conversion: Sales/Job completed/Payment recieved
Initial Conversion to track Gclid: Calls/Form
CRM they are using: Hubspot
Upload: Google sheets / Zapier
How is the conversion triggered: Value added and lead marked as Job complete

12. Step 1: Upload Plan
Google sheet -> Zapier
Hubspot -> Zapier
Salesforce -> Zapier
The first thing we need to do is identify how we will be uploading the
data. Which will come into play in part 4.
We can do it via ...
We often just stick to the Google sheet method since majority of our
clients are on different platforms and it doesn't change our workflow

13. Step 1: Upload Plan
Making and Using this template will allow us to start importing leads
from our other systems to this sheet.

14. Step 2: Tracking Gclid
Since we are tracking 2 conversions GCLID we will need to setup 2
things Form tracking and Call tracking.
In this case for our client we are building all our Google ads landing
pages on Unbounce -> so we just need to add our Gclid hidden fields
in the back end. We then link Unbounce to our CRM to push all data
including GCLID.
This also is quite easy on WordPress through majority of form builders
We need to keep the ID gclid (lowercase) and the easiest way to test if it
works is by adding a fake gclid to see if it pulls correctly. Use zapier or
another automation tool to port this into CRM.
Example: gclid=test123

15. Step 2: Tracking Gclid
Call Tracking: Since we are doing local service we normally will get
more calls than lead forms we need to set up a CallRail account (if we
didn't have one before).
Utilizing the Number Pool feature (minimum 4 numbers) will allow us to
rotate tracking and allow us to pull gclid, utms, and also name.
Porting into CRM - since CallRail works with most CRMs and also
zapier we can now port all our new data into the CRM

16. Step 2: Tracking Gclid

17. Step 3: CRM
Make sure all fields have a place to go - and if there is not a field that you can
make one
Lead value exists
wait 10 min
Deal marked as closed
GCLID exists
Now that we are importing all leads into the CRM we now need to
set up automation to export leads.
Typically for this to happen we need an automation tool (like zapier
pabbly) or there is a potential that the CRM has a native automation
with Google Sheets (or upload check step 4)
We want to have a few filters before uploading and our flow is
normally Lead value uploaded -> marked as close.

18. Step 3: CRM
Notes: The CRM will be sent either directly to Google via CRM
Zapier connection OR a Google sheet.
Because time formatting can be very finicky and can change by
CRM we normally use a formatting tool to change the input CRM
time to the formatted in the example template in step 1.

19. Step 4: Create Google ad conversion
Tools and settings
Conversions
New conversion Action
Import
Other Data sources or CRMs
Track conversions from
clicks
1.
2.
3.
4.
5.
6.

20. Step 4: Create Google ad conversion
Goal and Action optimization
"Converted Lead"
Name the conversion Whatever you want we always
include "offline" for organization
Value
Use different values for each.
Default we normally put 1$. This
will update in the upload.
Count
We count every
conversion if there is
money being spent

21. Step 4: Create Google ad conversion
Import offline conversion
Name the conversion Whatever you want we always
include "offline" for organization
Either choose a direct upload via hubspot OR for
this case we will use google sheets (since its the
most common)
"Log Google ads offline conversion from
new rows in Google sheet"

22. Step 4: Create Google ad conversion

23. Step 5: Create Campaign
We can now make a campaign on Google ads with the Goal of "Offline
Conversion". If you set it as an account goal the account will automatically start
optimizing based on the offline conversions!