Google Ads store sales: CRM link in Data Manager and a local toggle
Google Ads store sales now connect from a CRM or Google Sheet in Data Manager, and Performance Max gets a local customer toggle. Who qualifies, what to set up.
ADS
Advertising that delivers leads to your CRM — not just clicks
Google, Meta, TikTok, Microsoft (Bing), X and LinkedIn. Campaigns per country and language, measured to the deal, not the click.
When this is about you
You need enquiries now, not in six months.
Budget is being spent, leads aren't coming — and nobody can say why.
The account was set up "by someone, sometime" and runs on inertia.
You're advertising into several countries and it's a mess.
What we do
one-off
Account audit
What's actually happening in your account, what it costs you, what to fix first.
2–3 weeks
Launch from zero
Analytics, audiences, creatives, structure — then traffic.
monthly
Ongoing management
The main product: optimisation cycles with lead quality from the CRM.
2+ platforms
Multi-platform campaigns
With cross-channel analytics, so platforms don't claim each other's conversions.
EU countries
Multi-market campaigns
Per-country campaigns in the market's language — our speciality.
How a launch runs
Goal & economics
Target action, acceptable cost per lead, margin. Without these numbers we don't launch — spending blind is not a strategy.
Analytics before traffic
Events, conversions, CRM connection — measurement first.
Audiences & semantics
Who we target and with what demand.
Creatives & landing pages
The ad and the page must tell one story.
Campaign structure
Clean structure per goal, market and language.
Test period
Until statistical significance — not until someone gets nervous.
Optimisation
Cutting what doesn't work, scaling what does.
Reporting
With lead quality from the CRM — clicks are not the product.
Which platform for which job
Platforms are tools, not religions. Where each is strong:
| ✓ | ✕ | |
|---|---|---|
| Google Search | Existing demand: people already searching for the solution | Cold audiences that don't know the product exists |
| PMax / Display / YouTube | Scale and reach on Google's inventory | Tight control freaks — automation decides a lot |
| Meta (FB/IG) | Demand creation, visual products, precise interests | Complex B2B with long cycles (works, but slower) |
| TikTok | Young audiences, low-cost reach, native video | Conservative B2B niches |
| Microsoft (Bing) | Cheaper search clicks, older and desktop-heavy audiences, DACH/Nordics | Volume — inventory is smaller than Google's |
| B2B targeting by role and company | Cost per click — needs deal sizes that justify it | |
| X | Tech, finance and news-adjacent audiences | Broad consumer targeting |
Multi-market rule: campaigns per country, never "Europe" as one line. The ad's language always matches the landing page's language.
Honest expectations
- We don't promise a cost per lead before testing — we give a market-based range, then measure.
- We don't launch without working analytics. At all. Money without measurement is a donation to the platform.
- No more than two platforms at the start — focus beats fragmentation.
- Budget changes only with your approval; access is delegated — we never hold your logins.
- No fake discounts or false urgency in creatives.
First case studies are being prepared
We publish cases only with client consent and verified numbers. Until then — our method and checklists above are the most honest thing we can show.
From the blog
Google tests exact and phrase match ads inside AI Mode
Google confirms a small experiment: Search campaigns with exact and phrase match keywords can show text ads in AI Mode without AI Max or Performance Max.
Ads eat the budget and every lead costs more than last month
Rising cost per lead is a symptom with a short list of causes, most of them fixable in-house. How to find yours in an evening and the order to repair them in.
Frequently asked
What budget do we need to start?
Enough for the test period to reach statistical significance in your market — that depends on the niche's cost per click and conversion rate. We calculate it in the economics step, before launch, and tell you honestly if it's not enough.
When will the first leads come, and what is the test period?
First leads usually arrive within days of launch; the test period — typically 2–4 weeks — is when we buy data, not results. Judging a campaign by week one is like judging a film by the opening credits.
Which platform should we start with?
Where your demand already lives: existing search demand → Google; demand creation → Meta or TikTok; B2B by role → LinkedIn. See the matrix above — and we start with at most two.
Why won't you launch without analytics?
Because without it nobody can say what worked. You'd pay for traffic and get opinions. Setting up events and CRM tracking takes days and pays for itself with the first optimisation cycle.
How do you report, and what is lead quality?
Monthly, and the key metric is what the CRM says about the leads: how many became conversations, quotes, deals. A cheap lead that never answers the phone is not cheap.
How does advertising into several countries work?
Separate campaigns per country, in the language of the landing page, with local currency and formats. Budgets are steered by each market's economics — not split evenly to look fair.
Request an account audit
We'll show what your account is actually doing with your money — and what to fix first.
Scope runs from a single task to running the discipline end to end — no fixed packages, the range comes after the brief.
Related services:
Thank you — what happens next
- We reply within one business day.
- A short call to understand the task.
- We propose an entry point — usually an audit.
Want a sharper estimate? Fill in the brief — it arrives as an addition to your enquiry.
Fill in the brief