Offline conversions for lead gen in Google Ads
If your leads close days or weeks later, you need offline conversions. This guide shows how to capture click IDs, store them in your CRM, and import real outcomes back into Google Ads so bidding targets quality, not noise.
Start with the Tracking Health Check or the Tracking Troubleshooter. If you want the baseline wired fast, book the Tracking Fix Sprint.
Your baseline should be documented in a Tracking Map.
Data flow (one screen)
- User clicks an ad (GCLID/GBRAID/WBRAID assigned).
- Lead submits a form or calls.
- Click ID is stored in your CRM with a lead ID.
- Lead becomes qualified or closed-won.
- Offline conversion is imported into Google Ads.
Example workflow (realistic lead gen)
Example: a B2B services firm captures GCLIDs on every form submit, marks SQLs in the CRM within 7–14 days, and imports SQLs as the primary offline conversion. This keeps bidding tied to qualified leads instead of raw form fills.
Prerequisites checklist
- A way to capture click IDs on your lead form.
- Stable lead IDs in your CRM or spreadsheet.
- Clear definition of what counts as a qualified lead.
- Consent and privacy alignment (especially for PII).
- At least a few conversions per week for useful learning.
Choose your import path
There are two common paths. If you already store lead outcomes in a CRM, import offline conversions directly into Google Ads. If you also collect email or phone at the moment of conversion, Enhanced Conversions for Leads can improve match rates and attribution.
- Offline import: Upload conversions tied to click IDs.
- Enhanced Conversions for Leads: Hash PII to improve matching. Use alongside offline imports when possible.
If you are not sure which path fits, read the enhanced conversions guide.
Step-by-step setup
- Create an offline conversion action in Google Ads.
- Capture click IDs (GCLID/GBRAID/WBRAID) on the lead form.
- Store the click ID with a lead ID and timestamp in your CRM.
- Define the lead stage you will import (e.g., qualified lead).
- Prepare a CSV or enable a CRM sync to upload conversions.
- Upload and validate. Confirm conversions appear in Ads.
Minimum CSV fields (manual upload)
- Click ID (GCLID or GBRAID/WBRAID).
- Conversion name (matches Ads conversion action).
- Conversion time (timezone aligned).
- Conversion value (optional but recommended).
Map lead stages to conversions
Do not import every lead. Import outcomes that represent real value, such as qualified leads, SQLs, or closed-won deals. Keep low-quality micro-actions secondary so you do not teach the algorithm the wrong target.
If you are unsure what should be primary vs secondary, read this decision guide.
Common failure modes
| Symptom | Likely cause | Fix |
|---|---|---|
| No offline conversions appear | Click IDs missing or expired | Capture IDs on the form and upload within window |
| Conversions show but do not optimize | Low volume or wrong primary action | Increase volume or change primary action |
| Mismatch between CRM and Ads | Time zone or value formatting | Align time zones and value formatting |
FAQ
How long do I have to import conversions?
You must import within the conversion window configured in Google Ads.
Can I import call outcomes or pipeline stages?
Yes. Import the stage that best represents qualified leads or revenue.
What if I don’t have a CRM?
You can still upload via CSV if you consistently store click IDs and timestamps.
Do offline conversions replace online conversions?
No. Use offline conversions to optimize for quality, not to replace form submits.
Verification checklist
- Click IDs are captured and stored on every lead.
- Conversion action is set to primary only for qualified outcomes.
- Uploads are within the allowed conversion window.
- At least a few conversions are imported per week.
- Ads shows the offline conversion status as recording.
If conversions still do not show, use the conversion tracking troubleshooting guide.
What to do next
DIY: Make sure your baseline is clean, then map qualified leads to a single primary offline conversion action.
Sprint: Book the Tracking Fix Sprint for a verified Tracking Map and import plan.