Connecting Google Ads brings your campaign spend and performance in next to the jobs and revenue it produced.
Steps
- To connect it, open Technology and choose Google Ads.
- Sign in with the Google account that has access to the ads account.
- Pick the account if the login manages more than one.
What it brings in
Spend and performance per campaign, the same figures broken out by day, and the search terms that actually triggered your ads.
That last one is worth more attention than it usually gets. The keywords you bought and the searches people typed are different lists, and the gap between them is where most wasted ad spend lives.
Why it matters that it sits next to the money
Google Ads can tell you what a click cost. It cannot tell you what the job was worth, because it has never seen your invoices.
Next to your revenue, the question changes from cost per click to cost per customer, and then — with lifetime value — to whether the campaign is profitable at all. A campaign at twice the cost per lead can be the better campaign if it brings the customers who come back.
Attribution
Where the connection earns its keep is tying a specific job back to the click that produced it. That is covered in marketing attribution.
Access and data
Authorization happens through Google's own sign-in; Omnyra never sees your Google password, and access can be revoked from your Google account settings at any time.
The connection reads performance data. Where conversion tracking is enabled it also reports completed jobs back to Google, which is what lets Google's bidding learn from real outcomes rather than form fills. It does not create campaigns, change budgets, or spend money.
Which direction the data moves
This connection works in both directions, which is unusual among the integrations and worth being clear about.
In — campaign spend and performance, so advertising cost can be read against revenue rather than in isolation. That comparison is what turns cost per lead into return on ad spend.
Out — lead information can be exported back to the advertising account so it can attribute conversions to the campaigns that produced them.
Why the outbound direction matters
Advertising platforms optimize toward what they are told converted. Without conversion data going back, the platform optimizes toward clicks, which is not the same thing and is usually cheaper per click and dearer per customer.
What it does not decide
Whether the advertising is worthwhile. That is margin arithmetic rather than platform reporting, and a campaign the platform reports as performing can still lose money — see return on ad spend for why revenue is the wrong denominator.
When figures differ from the advertising account
Attribution windows and definitions differ between platforms, so counts rarely match exactly. Read the trend rather than reconciling the numbers — see marketing attribution.