Google Ads leads¶

With lead form assets, Google Ads collects the contact details of interested people inside the ad (Search, YouTube, Discover, Gmail), without them visiting your website. The Google app receives these leads in real time in the CRM, and reports the progress of the deals back to Google Ads, so that your campaigns learn which leads become customers.

Both features are in the Google Ads Leads block of Google ‣ Configuration ‣ Settings, which is available when the CRM is installed.

Lead form webhook¶

In the Odoo settings, enable Lead Form Webhook. Odoo displays:

Field	Description
Webhook URL	The address that receives the leads of this website. Copy it.
Key	A secret key generated by Odoo (administrators only). Deliveries with another key are refused. Generate New Key replaces it: update Google Ads afterwards.
Sales Team and Salesperson	The team and the salesperson of the new leads. They default to the ones of the website forms.
Ignore Test Leads	Does not create the test leads sent from Google Ads. Otherwise they are created with the tag `Google Ads test lead`.

In Google Ads, open your lead form asset, go to Lead delivery option, choose Webhook integration, and paste the Webhook URL and the Key.
Click Send test data in Google Ads. The test lead appears in the CRM.

screenshot: google-settings-lead-form

menu: Google ‣ Configuration ‣ Settings
shows: The Google Ads Leads block of the Google settings with the Lead Form Webhook setting enabled: the webhook URL and key (copy buttons), the sales team, the salesperson, the Ignore Test Leads option, and the Generate New Key button.
highlight: The Webhook URL and Key fields (red frame).
data: Throw-away webhook key.
notes: English UI, light theme, 1440px width.

Each delivery creates one lead (a repeated delivery of the same lead is ignored):

The title is Google Ads lead: <name>; the contact name, email, phone, company, job title, and address come from the answers of the form; the other answers are listed in the notes.
The source is Google Ads, the medium is lead_form, and the campaign is the one of the ad.
The lead is a lead or an opportunity depending on the sales team, and carries the Google Ads lead ID and the click identifier (in the Ad Tracking tab, visible in developer mode).
The person gave the data to you in the ad: no cookie consent is needed.

CRM offline conversions¶

Enable CRM Offline Conversions in the same block to upload the lead events to Google Ads with the Data Manager API, for example qualified, won, or lost leads:

Fill in the Google Ads account (customer ID, manager account) and select the Google connection.
In Google Ads, create a conversion action of type Import > Track conversions from clicks per stage that you want to report, and copy its numeric ID.
Open the lead stage rules (CRM ‣ Configuration ‣ Lead Tracking Rules, or the Lead Stage Rules button), and enter the Google Ads Conversion Action ID on the rule.

When a lead reaches the stage of the rule, the event is sent with the value of the rule, linked to the click (gclid, gbraid, or wbraid) stored on the lead, or to the lead’s contact details. Leads from your website forms keep the identifiers of the visit; leads from the lead form webhook keep the Google lead ID.

Note

By default, a rule only applies to the tracked leads, the ones that carry an ad click identifier. Other leads cannot be attributed to a campaign.

The conversions of the same rule are also sent to GA4 when the Measurement Protocol is enabled.