In paid search for B2B, it’s inefficient to focus solely on the lead. There are more post-lead stages that indicate a successful customer conversion. Shouldn’t those be the value actions that you’re truly measuring against? If you’re tracking through a CRM, new insights and optimization potential are just steps away, so you can begin seeing the true value of the leads your PPC is driving. In this session, you’ll learn: - How to tweak a website and forms to allow custom parameters to attach to CRM entries resulting from marketing channels - New reports that show the value of PPC-driven conversions as they move through your sales process - How to pull CRM information back into Google Ads to begin tracking and optimizing for deeper-level stages in the post-lead process