Google Marketing

Google Ads leads, in your pipeline in seconds

Search, YouTube, Demand Gen and Performance Max lead forms land in BM CRM the moment someone submits, attributed by click ID, followed up on WhatsApp, and reported back to Google Ads as they become real customers.

Search · YouTube · PMax Two-minute connect Click-ID attribution
Lead form, capturedcaptured in seconds
Name
Grace Sinclair
Phone
+44 7911 ••• ••41
Which service?
Villa garden design
Tagged with the click that sent it
What it looks like

A Search lead at 10:31am, with the click that produced it attached

Name, number, the answers they gave and the Google click ID — so you know which campaign earned the lead before anyone picks up the phone.

Lead form, “Emergency walk-in fridge repair”in the pipeline, 06:12
Name
Ross Tulloch
Site
Café kitchen, Leith · EH6
Fault
Walk-in sitting at 11°C since about 04:00
Trading as
A partnership registered in Scotland
Access
From 06:30, before service
Two partners in Leith and the same two in Manchester would submit an identical form. Under PECR only one of them is a corporate subscriber: a Scottish partnership sits outside reg 22, an English general partnership inside it. “Trading as” is a question you wrote and a custom field you defined — you can segment on it, and nothing here works the answer out for you.
Before your first lead

Two minutes, two copy-pastes, and no login handshake

The simplest connection on this site: nothing to authorise, nothing for a developer to do.

  1. A Google Ads campaign with a lead form.Search, YouTube, Demand Gen or Performance Max — all four deliver through the same connection, so one setup covers every campaign type you run.
  2. One address and key, pasted once.Create the campaign in Lead Capture; BM CRM generates a delivery address and key on the spot. Paste both into your lead form’s delivery settings and press “send test data”.
  3. A WhatsApp number for the follow-up.A Google lead is a name, a number and an intent. The fastest honest thing to do with it is a message now, not a cold call tomorrow.
The bill you should ask about

Google bills the clicks. Delivery costs nothing

The pricing question buyers ask second, answered here rather than left to a search.

We add nothing to Google’s invoice and take no share of your budget; that account is yours and its billing is the record.

Clicks stay on Google’s ratesYour campaigns bill inside your own Google Ads account exactly as they do now. Connecting BM CRM changes nothing about what Google charges.
Lead delivery is includedGoogle pushes each submission to us; receiving, mapping and storing it carries no per-lead fee, however well the campaign performs.
Our subscription is separateOne monthly price for the CRM, the inbox, the AI and the campaigns — no per-seat fee and no percentage of ad spend.
How to compare

Five questions to ask any Google Ads lead tool

Ask them of us too. On Search, the answers are mostly about attribution and minutes.

  1. How does the lead reach the CRM?Google can push each submission the moment it happens. Ask whether the tool is pushed to or polls, and whether a lead at 2am waits for a schedule.
  2. Is the click ID kept?The GCLID is what makes attribution deterministic instead of modelled. Ask whether it arrives with the lead and survives into your reports.
  3. Which campaign types are covered?Ask specifically about Search, YouTube, Demand Gen and Performance Max. “Google lead forms” often means one of the four.
  4. Can a lead be delivered twice?Google delivers at least once by design. Ask what the tool keys on, and whether a retry can become a second lead in your pipeline.
  5. What can report back to Google?Ask whether qualified leads and won deals can report to a conversion action you choose, matched by the lead’s own click ID rather than by a cookie.
How it works

From the click to a conversation

  1. 01Google delivers the submission.Straight to the address you pasted, in seconds, with the answers mapped and the click ID and campaign attached.
  2. 02The follow-up goes out.An approved WhatsApp template automatically, or one tap from the lead record — while the search that produced them is still the reason they are interested.
  3. 03Your team works one pipeline.Google leads sit beside every other channel with the same stages and reports, so cost per qualified lead is comparable across all of them.
One address, four nations
bmcrm.ai/•••/uk-search-leads

Create the campaign, take the delivery address and the key, paste them into your Google lead form once. The same pair serves Search and YouTube. What it will never tell you is which side of a border a lead sits on — an EH postcode and an M postcode come through the same door, and the August bank holidays behind them are four weeks apart.

First lead in before opening ✓
What you actually get

Three things that change the week

Attribution that does not depend on cookies

Every lead carries its own Google click ID from the first second, and website-form leads carry the click IDs the site collector already stores. Matching a customer back to the campaign that earned them is therefore deterministic — the same lead, the same id — rather than modelled from a sample after the fact.

What leaves for Googleonce your access is verified
Breakdown enquiry · “emergency fridge repair”sent
Qualified · 06:30 access agreed in the threadsent
Job finished · invoiced, VAT at the 20% standard ratesent
The words either of you actually typedwithheld

Every campaign type through one connection

Search, YouTube, Demand Gen and Performance Max lead forms all deliver to the same address, and leads from your own website land in the same pipeline beside them. One setup, one place to look, one definition of a qualified lead across everything Google sends you.

Search at 06:04
“walk-in fridge repair, 24 hour”
Lead form in
tagged with the campaign that paid for it
Reply at 06:12
you set the hours; no hour is preset for you
Engineer on site 07:30
before the doors open

A follow-up that starts in seconds

A Google lead expects to hear back today. An approved WhatsApp template can go out automatically the moment the lead lands, the AI answers the reply from your own price list, and the meeting is booked into a calendar your team really uses — all before a rep has opened the account.

What you can count on

Guarantees, not good intentions

Each of these is enforced in the product, on every lead, whatever anyone configures.

A lead is stored exactly onceGoogle delivers each lead at least once by design; every submission is keyed by its own identifier, so retries can never create a duplicate in your pipeline.
The click ID is never lostIt arrives with the lead and stays on the record, so the campaign that earned a customer is still answerable months later, when the deal closes.
Follow-up respects consentThe WhatsApp message goes out under WhatsApp’s own opt-in rules with an approved template, and STOP is honoured the moment it arrives.
Reporting switches on when access is verifiedSending results back to Google turns on per workspace once your Google access is confirmed — so the page never claims a closed loop your account has not granted yet.
FAQ

Google questions, answered

Which Google campaign types are supported?

Lead form assets on Search, YouTube, Demand Gen and Performance Max, plus leads from Google’s conversational agent. Campaigns that drive to your own website are captured through BM CRM web forms with the same click-ID attribution.

Do I need a developer to connect it?

No. BM CRM gives you a delivery address and key; you paste both into your Google Ads lead form once and press Google’s “send test data”. The whole setup is about two minutes.

How fast do leads arrive?

Google pushes each submission in near-real-time, leads are in your pipeline, assigned and ready to message within seconds of the form being submitted.

What gets sent back to Google?

Pipeline outcomes, qualified leads, and won deals with their value, matched by each lead’s own click ID, so Smart Bidding optimizes toward real customers instead of form fills. You control which stages report, per campaign, and reporting activates once your Google access is verified.

Which Google campaign types are covered?

Search, YouTube, Demand Gen and Performance Max lead forms all deliver through the same connection, and website-form leads land in the same pipeline beside them.

Do I need a developer or an OAuth login?

Neither. Create the campaign in Lead Capture, copy the delivery address and key it gives you, paste them into your lead form's delivery settings and press “send test data”.

Is the Google click ID kept?

Yes. The GCLID arrives with the lead and stays on the record, so attribution is deterministic rather than modelled — with hashed email as a backup match.

Can the same lead be delivered twice?

Google delivers at least once by design; every submission is keyed so a retry can never become a second lead in your pipeline.

More channels
WhatsApp Facebook Instagram TikTok Snapchat LinkedIn Telegram

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