# Google Ads + Krokul CRM

Yes. Krokul CRM integrates with Google Ads in both directions. Entries from Google Ads form assets arrive in Krokul as contacts and deals, each with its GCLID stored. When a deal is won, Krokul uploads it to Google Ads as an offline conversion with its value and currency, so bidding learns from closed sales. The setup uses the Krokul app in Zapier, Make, n8n or Albato, or the Krokul API and webhooks.

**Status:** Via API and webhooks. **Automation platforms:** Zapier, Make, n8n, Albato.

## What your team gets

### A form asset entry opens a deal

A person fills in the form under your search or video ad. Google Ads posts the entry to the Krokul URL with the key you set in its settings, and Krokul checks google_key before it reads user_column_data. The name, email, phone and company columns become a contact and a client company, and a deal opens in the pipeline chosen for that form.

### The GCLID stays on the deal

Every form entry carries gcl_id, and the Krokul form widget on your site captures the gclid parameter from the landing URL. Krokul stores the GCLID on the deal together with campaign_id and form_id, so any later outcome can be matched to the original Google Ads click.

### Won deals return as offline conversions

When a manager marks the deal as won, Krokul uploads a click conversion to Google Ads with the GCLID, the conversion action you picked, the time of the win and the deal value in its currency. Smart Bidding then optimises for clicks that end in revenue.

### Lost deals as a separate signal

You can also send lost deals to a second conversion action of the Import from Click type and keep it out of bidding goals. The Google Ads report then shows, per campaign, how many form entries turned into lost deals next to the won ones.

## What moves between Google Ads and Krokul

| Google Ads | Krokul | Direction | When |
|---|---|---|---|
| Form entry: user_column_data (name, email, phone, company) | Contact, client company and deal | Google Ads → Krokul | Each form entry, checked by google_key |
| Form entry: gcl_id | GCLID on the deal | Google Ads → Krokul | Same entry |
| Form entry: campaign_id, form_id | Source and campaign tags of the deal | Google Ads → Krokul | Same entry |
| gclid in the landing URL | GCLID on the deal | Site → Krokul | Submission of the Krokul form widget |
| Click conversion (GCLID, action, time, value, currency) | Won deal | Krokul → Google Ads | The deal is marked won |
| Click conversion to a separate action | Lost deal | Krokul → Google Ads | The deal is marked lost, if enabled |

## How to connect today

### Krokul app in Zapier, Make, n8n or Albato

1. Connect the Krokul app with an API key.
2. Use the Krokul trigger Deal Lost with the Google Ads action Remove Contact From Customer List, or Deal Won with Add Contact to Customer List With Email, to keep customer lists in step with sales.
3. The Google Ads trigger for new form entries can also feed the Krokul actions Find Contact and Create Deal when a flow needs extra steps.
4. For revenue signals, run Deal Won into the Google Ads action Send Offline Conversion with the GCLID and the deal amount.

### Custom flow through the Krokul API and webhooks

1. Make a Krokul API key with scopes for contacts and deals, and turn on auto-tagging in Google Ads.
2. Paste the URL of your receiver and a key into the form asset settings. The receiver checks google_key, creates the person and the deal with contact/api-create and card/api-create, and saves the Google entry ID with externalRef/api-upsert.
3. Subscribe a Krokul webhook to card.won and card.lost, and verify each delivery by its x-crm-signature header.
4. On each event, upload a click conversion to the Google Ads API with the GCLID from the deal, the Import from Click action, the time and the amount.

**Triggers:** New Lead Form Entry; New Campaign.

**Actions:** Send Offline Conversion; Add Contact to Customer List; Add Contact to Customer List With Email; Remove Contact From Customer List; Set Campaign Status; Create Report.

### For integrators

Google Ads posts form entries as JSON to any URL you configure, with the key you set on the form, and expects HTTP 200 with an empty JSON object. Test entries come with is_test set. In Krokul, custom code reads and writes the GCLID through card/api-create and card/api-update, stores the Google entry ID with externalRef/api-set, and listens to the signed card.won and card.lost webhooks. A sandbox company lets you rehearse the round trip.

[API documentation](https://app.krokul.com/api/v1/docs)

## Questions and answers

### Does Krokul integrate with Google Ads?

Yes. Krokul integrates with Google Ads through the Krokul app in Zapier, Make, n8n and Albato, and through its API and webhooks. Form entries come in as deals, and won deals go back as offline conversions.

### What do I need in Google Ads for offline conversions?

Auto-tagging, so clicks carry a GCLID, and a conversion action of the Import from Click type. Krokul keeps the GCLID on each deal and fills in the rest.

### Which value does Krokul send with a won deal?

The amount of the won deal and its currency, with the time the deal was marked won.

### Where does the GCLID come from for deals that did not start in a Google Ads form?

From the landing page. The Krokul form widget reads the gclid parameter of the URL and saves it on the new deal, so site form deals report back the same way.

## Limits

Campaigns, budgets, keywords and bidding stay in Google Ads. For each click, Krokul reports whether the inquiry became a deal and what it was worth.

## Related services

- [Meta Lead Ads](https://krokul.com/en/integrations/meta-lead-ads/index.md)
- [LinkedIn Lead Gen Forms](https://krokul.com/en/integrations/linkedin-lead-gen-forms/index.md)
- [Google Analytics 4](https://krokul.com/en/integrations/google-analytics-4/index.md)
- [Looker Studio](https://krokul.com/en/integrations/looker-studio/index.md)
- [Zapier](https://krokul.com/en/integrations/zapier/index.md)

[Forms and ad inquiries](https://krokul.com/en/integrations/category/lead-capture/index.md)

Google Ads is a trademark of Google LLC. Krokul is not affiliated with Google.

Updated: 2026-10-12

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App: https://app.krokul.com/ · API: https://app.krokul.com/api/v1/docs