Prerequisites
You need a Google Ads account with conversion tracking access, lead forms that capture email or phone number, and a CRM or lead store Signals can read from (Salesforce, HubSpot, Zoho, a webhook, or a scheduled file). In Google Ads, you must accept the customer data terms before enhanced conversions can be enabled.
Step 1: Create the conversion actions in Google Ads
Set up a conversion action for each lead stage you care about, for example Qualified Lead and Closed Won. Set the source to “Import from clicks” and turn on enhanced conversions for leads for each action.
Step 2: Connect Google Ads as a destination in Signals
Choose Google Ads from the destination catalog and authorize with an account that has conversion access. Select the conversion actions you created in Step 1.
Step 3: Connect your CRM as a source
Pick your CRM connector and authorize it. Choose which objects and stage changes should become events, for example Lead status moves to Qualified, or Opportunity moves to Closed Won.
Step 4: Map identifiers and values
Map the lead’s email and phone fields; Signals normalizes and SHA-256 hashes them before anything leaves the pipeline. Map a conversion value per stage so Google can optimize toward revenue rather than raw lead count. Confirm the conversion time is the stage-change timestamp.
Step 5: Go live
Enable the connection. Signals delivers stage changes to Google as they happen, inside the click attribution window.
Verify
In Google Ads, open the conversion action and check its diagnostics tab. You should see enhanced conversions recording as “Recording enhanced conversions” within 48 hours. Compare imported conversion counts against your CRM for the same period; small gaps are normal where no ad click existed to match.
Troubleshooting
If diagnostics show no enhanced conversions, confirm the customer data terms are accepted and the right conversion action is selected in Signals. If match rates are low, check that email capture on your forms is clean; typos and placeholder values hash into nothing matchable. If conversions land outside the window, your CRM stage changes may be batched; switch the source to real-time webhooks where available.