Syncing HubSpot with Google Ads for Smarter Targeting

One of the most powerful ways to improve ad performance is by syncing your CRM data with ad platforms. By connecting HubSpot and Google Ads, you can build smarter, behavior-driven campaigns that target leads based on actual engagement — not just page visits.

In this article, we’ll walk through how to connect HubSpot to Google Ads, what audiences you can create, and how this integration drives better ROI through automated retargeting and precision targeting.

Why Sync HubSpot with Google Ads?

When your CRM and ads platform speak the same language, you unlock serious advantages:

• Automated audience creation based on lifecycle stage or lead score

• Retargeting based on CRM activity, not just site behavior

• Closed-loop reporting to track which ads drive real deals

• More relevant messaging based on where contacts are in your funnel

Instead of relying solely on cookies and traffic sources, your ad platform uses real-time first-party data from your CRM.

📊 According to Google, Customer Match audiences see increased performance across search and YouTube when using CRM-based targeting.

How to Connect HubSpot and Google Ads

1. Navigate to HubSpot Settings → Marketing → Ads

2. Click "Connect Account" and select Google Ads

3. Sign in and grant access

4. HubSpot will begin syncing contacts and ad campaigns

You can now create audiences directly in HubSpot using CRM filters (like lifecycle stage, deal stage, recent activity, lead score, and more) — and send them to Google Ads.

Example: Retargeting Website Visitors Who Didn't Convert

Let’s say you want to retarget users who:

• Visited your pricing page

• Submitted a contact form but didn’t book a meeting

• Have a lead score above 40

With HubSpot Lists + Google Ads sync, you can create an active list using those criteria, then automatically sync that list to Google Ads as a custom audience.

This allows you to serve relevant ad messaging to warm leads — such as testimonials, discount offers, or limited-time CTAs.

Example: Excluding Closed-Won Customers from Ads

Stop wasting budget on users who’ve already converted. With HubSpot’s integration, simply exclude contacts with lifecycle stage = Customer from ad audiences.

This not only saves money but also improves ad relevance, which can reduce CPC over time.

Example: Aligning with Lead Score Thresholds

Use HubSpot’s lead scoring system to determine which contacts are sales-ready, then:

• Show bottom-of-funnel ads (like demos or case studies) to high-scoring leads

• Send nurturing content to mid-level leads

• Exclude low-quality leads from ads entirely

You’re now targeting people based on actual engagement — not just who clicked a blog post once.

Pro Tips for Better Results

• Use Lookalike Audiences: Build similar audiences in Google Ads based on your HubSpot synced list of high-value leads.

• Create separate campaigns for different funnel stages and match ad creative accordingly.

• Use UTM parameters in your ads to feed better analytics back into HubSpot.

Final Thoughts

By syncing HubSpot with Google Ads, you close the loop between marketing and CRM, creating a more personalized, data-driven advertising engine. You reach the right leads, with the right message, at the right time — and every ad dollar goes further.

At CRM Magnetics, we help businesses implement this integration effectively to drive measurable ad performance improvements.