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.
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.
Navigate to HubSpot Settings → Marketing → Ads
Click "Connect Account" and select Google Ads
Sign in and grant access
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.
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.
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.
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.
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.
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.