Google Ads

Once events have been sent to Ruler Analytics and Google Analytics, the next step is to forward these events to your Google Ads account. This allows you to report on paid activity and revenue within Google Ads.

As a Google Technology Partner, Ruler’s integration enables the transfer of sales and marketing data to Google Ads as events. This supports revenue attribution at the campaign and keyword level. Additionally, ad spend data from Google Ads can be sent back to Ruler Analytics, allowing for ROAS and ROI reporting at the visitor level.

📘 Benefits of Using Offline Conversions in Google Ads
Offline conversion tracking bridges the gap between online ad clicks and offline sales, helping you measure what really matters—actual revenue and lead quality. Below are the key benefits when using this feature, especially with a CRM or analytics platform like Ruler Analytics.

🎯 1. Improved Revenue Attribution
Link Google Ads clicks to offline actions such as phone calls, form submissions, or CRM-based conversions. ✔️ Attribute revenue to the exact campaign, ad group, or keyword that drove the sale ✔️ Track value over longer customer journeys

⚙️ 2. Smarter Optimisation with Smart Bidding
Feed high-quality, value-based conversions back into Google Ads. ✔️ Enable Smart Bidding strategies (e.g. Target ROAS, Maximise Conversions) ✔️ Focus budget on ads that drive real results, not just leads

🔍 3. Full-Funnel Insights
Gain visibility into what happens after a lead is generated. ✔️ See whether a lead converted, its revenue value, and time to sale ✔️ Close the loop between marketing activity and sales performance

🔗 4. CRM & Sales Data Integration
Ensure Google Ads reporting reflects your internal business data. ✔️ Align your ad metrics with CRM outcomes ✔️ Unify marketing and sales reporting for clearer performance analysis

💰 5. Enhanced ROAS & ROI Reporting
Measure actual return on your advertising spend. ✔️ Report on Return on Ad Spend (ROAS) at keyword and campaign level ✔️ Understand true Return on Investment (ROI) by connecting spend to offline revenue

💡 Tip: Ruler Analytics can help automate the process of sending offline conversions into Google Ads, ensuring your data is always up to date and actionable, Review our documentation on configuring this with Ruler.