Unveiling the power of Google Ads lead scoring importation: Training Google’s algorithm for higher-quality leads

In the early days of Google Ads, success was measured by simple metrics like click-through rate (CTR) and conversion rate.

But let’s face it—those numbers only told part of the story. Imagine treating every lead equally, whether a quick newsletter sign-up or a red-hot potential buyer ready to convert. Frustrating, right?

That’s where lead-scoring swoops in to save the day. By integrating lead scoring into Google Ads, advertisers shifted their focus from chasing raw numbers to targeting high-quality leads. This approach doesn’t just boost efficiency—it completely transforms how campaigns are run.

Let’s walk through how Google Ads lead scoring importation works and how you can automate the process.

Understanding lead scoring in Google Ads

Lead scoring assigns a value to leads based on their likelihood to convert, enabling advertisers to focus their efforts on the most promising prospects. By importing these scores into Google Ads, businesses effectively train Google’s algorithm to identify and prioritize high-quality leads over less valuable interactions.

Why is this crucial?

Google Ads uses machine learning to refine targeting, bidding, and delivery. However, its algorithm is only as good as its fed data. Traditionally, conversions in Google Ads are binary—a click results in either a conversion or it doesn’t. Lead scoring introduces granularity, helping the algorithm differentiate between low-intent form-fillers and high-intent prospects who are genuinely likely to convert.

How lead scoring trains Google’s algorithm

1. Data-driven feedback loop
   • When you import lead scores into Google Ads, you give the algorithm a nuanced understanding of which leads matter most to your business. This creates a feedback loop, allowing the algorithm to refine its targeting based on historical lead quality data.
2. Enhanced Machine Learning
   • Google’s bidding strategies (e.g., Target ROAS, Maximize Conversions) thrive on high–quality data. Lead scoring acts as a compass, directing these strategies toward demographics, keywords, and behaviors associated with better-performing leads.
3. Optimized ad spend
   • By prioritizing high-scoring leads, the algorithm ensures your ad budget is allocated toward acquiring customers with higher lifetime value (LTV), effectively reducing cost-per-acquisition (CPA).

Historical Context: how we got here

In the early days of Google Ads, advertisers relied on simple KPIs like click-through rate (CTR) and conversion rate to measure success. While effective, these metrics often paint an incomplete picture. For instance:

• Not all conversions were valuable (e.g., a newsletter sign-up vs. a purchase).
• Algorithms couldn’t distinguish between intent levels behind similar actions.

The introduction of lead scoring bridges this gap. By importing CRM, Call Tracking, and Form Tracking data into Google Ads, advertisers moved from optimizing for raw volume to optimizing for lead quality. This shift has revolutionized ad targeting and campaign strategy.

Detailed insights: Why lead scoring matters for you

1. Improved targeting precision
   With lead scoring, Google learns to identify patterns and signals tied to high-quality leads, enabling more precise targeting. For example:
   • Demographic data: Age, gender, and location profiles that align with past high-scoring leads.
   • Behavioral insights: Actions like revisiting a website or engaging with key pages.
2. Scalable growth
   Training the algorithm to prioritize high-quality leads ensures scalability. As campaigns grow, the system maintains efficiency, consistently attracting leads with the highest probability of conversion.
3. Shorter sales cycles
   High-quality leads often mean quicker conversions, as they’re already primed for action. By training Google’s algorithm to prioritize these leads, you minimize the time and resources spent nurturing lower-intent prospects.
4. Competitive advantage
   Competitors not leveraging lead scoring are effectively training Google’s algorithm on less refined data. This gives you a significant edge, as your campaigns are optimized for real business outcomes, not just vanity metrics.

Nuances to consider

1. The quality of your lead scoring system
   The effectiveness of lead scoring importation hinges on the robustness of your scoring methodology. Overly simplistic or inaccurate scoring can mislead the algorithm, negating the benefits.
2. Frequency of data updates
   Regularly syncing your offline data from your CRM or Lead Tracking tool with Google Ads ensures the algorithm works with the latest insights, keeping your campaigns relevant.
3. Customizing conversion actions
   Lead scoring allows you to customize conversion actions. For instance:
   • Assigning higher value to leads requesting a demo versus those downloading an ebook.
   • This customization refines bidding strategies and enhances campaign performance.

Getting started with lead scoring in Google Ads

1. Develop a lead scoring model: Collaborate with sales and marketing teams to define key lead quality indicators (e.g., common keywords indicating high-intent, duration of a call, engagement level). A solid scoring model is the foundation for effective lead quality differentiation.
2. Integrate CRM with Google Ads: Use tools like Google Ads Offline Conversion Tracking to seamlessly sync lead scores. This integration ensures that your scoring data is actionable within Google Ads campaigns.
3. Create custom conversion metrics: Define conversion actions in Google Ads based on lead scores (e.g., leads scoring 80+). Tailor these metrics to align with your sales funnel and business goals.
4. Create multiple conversions to reflect lead quality: Set up different conversion types for varying levels of lead engagement or intent. These distinct conversion metrics help Google’s algorithm allocate your ad spend more effectively. For example:
   • A “Pricing Request” form submission might be a high-value conversion.
   • A generic “Contact Us” form submission could carry a lower value.
5. Lead qualification automations based on business criteria: Automate the lead qualification process by creating workflows tailored to your criteria. For instance:
   • Set up triggers to qualify phone call leads based on call duration or specific keywords detected during the conversation. For example: If a phone call lasts longer than 3 minutes and mentions phrases like “pricing” or “demo,” assign a higher lead score and sync it automatically with Google Ads.
6. Use AI call tracking to enhance lead scoring: Incorporate AI call tracking solutions to analyze phone calls and tag leads based on the conversation’s context and outcomes. For example:
   • AI can detect intent-related phrases like “ready to buy” or “need a quote” and tag these calls as high-quality leads.
     This insight can be synced with your lead scoring system, providing Google with detailed data to optimize targeting and bidding strategies.
7. Monitor & adjust: Continuously analyze campaign performance and conversion data to refine scoring criteria, custom metrics, and automations. Regular updates ensure the algorithm remains aligned with your evolving business needs.

The elephant in the room: Auto-filter phone leads and import them to Google Ads. Set up once, and let it run forever

Phone calls have always been the wild card in digital advertising. While forms and chat interactions are relatively straightforward to track and attribute as offline conversions, phone leads present unique challenges. They are inherently dynamic, unstructured, and often difficult to tie back to specific ad interactions.

But here’s the good news: with the right setup, you can simplify this complexity. By using a call tracking tool integrated with Google Ads, you can auto-filter and attribute phone leads based on their quality and lead scores, creating a system that runs smoothly in the background—forever.

Disclaimer: Let’s address the elephant

• Why phone calls are hard to attribute: Unlike form submissions or chats, which have clear digital fingerprints, phone calls lack direct attribution pathways. They often originate from multiple sources (ads, referrals, organic searches) and require nuanced tracking to understand their true value.
• What we’re focusing on: This section is specifically about phone calls. We won’t discuss form or chat leads here because they’re relatively easy to track and upload as offline conversions to Google Ads. The challenge—and opportunity—lies in automating quality phone lead attribution.

Why automating phone lead scoring & attribution is critical

1. Phone leads are high-intent: A phone call often indicates a deeper level of interest compared to forms or chats. Automating their attribution ensures you capture this intent without manual effort.
2. Scalable solution: With an automated system in place, your campaigns can grow without the burden of manually importing or scoring phone leads.
3. Unmatched insights: Leveraging call tracking tools provide you with detailed insights into call context, duration, and outcomes, allowing you to optimize ad spending toward what truly matters—high-quality leads.

Here’s how to automate your lead capture, filtering & importation to Google Ads

Let’s analyze now the steps you need to follow to automate lead capture, filtering, and sharing to Google Ads.

Before setting up your call tracking tool, you should have an estimate of how many numbers you will need to track only google ads traffic or the whole traffic (paid & organic).

Then, based on your decision, calculate how many numbers you will by using the pool checker tool.

Go to Tracking > Numbers and click on the “check pool” button in the upper right corner.

With this feature, you can calculate the exact amount of tracking numbers you need either for your whole traffic or for specific channels, using data from your Google Analytics account.

If you want numbers for your whole traffic, then use the total amount of numbers recommended. Otherwise, find the number you need in the corresponding row.

Now, that you know how many numbers you need, it’s time to start setting up your automation. We will go along the route of only tracking Google Ads conversions.

Acquire tracking numbers

First, you need to acquire your tracking numbers of course.

For this guide, we’ll concentrate on tracking PPC phone leads, leaving the leads from other sources aside for now.

Step 1. Go to Tracking > Numbers and click on the “+Add” button in the top right corner.

Step 2. Choose the option that says “A specific online channel”.

Step 3. Click on the “Online paid” option.

Step 4. Select the “All” option.

Step 5. Add the amount of numbers you will need, fill in the rest of the data, and finish the procedure.

Set up DNI

The DNI (Dynamic Number Insertion) code dynamically assigns and displays unique phone numbers to different users, depending on their source.

Grab your DNI code from Tracking > Tracking code and place it in your website.

Use a tag manager or the Nimbata WordPress plugin.

If you don’t know how to use the Google Tag Manager, you can learn in this video.

Assign your tracking numbers to a call flow

You could say that a call flow is a visual representation of the path a call takes from initiation to its final destination.

Call flows are necessary to make the tracking numbers work, by directing calls to your actual numbers and because they also offer a multitude of features that can improve this whole process and enhance customer experience.

Examples include:

Keypad Entry: Enables automated responses and menu options, guiding callers to the correct department or resource.

Call recording: Records calls for training, compliance, or quality assurance purposes. Call recordings enable 3 other features that are cal work as great signals for your lead scoring: Call summaries, and AI Keyword & Phrase spotting.

Different routing methods: like dial, multiple, sequential, weighted, etc

And many more like voice mails, greetings, and call surveys.

To create one, go to Tracking > Call Flows and use the integrated builder to easily design your call flow.

Set up your conversions in Google Ads

Now, you have to set up the conversions.

Step 1. Go to Integrations > Google Ads, and click on the “Sign in with Google” button

Step 2. Choose your account, and give access to Nimbata by clicking on “Continue”, and then on “Allow”. A confirmation message will appear indicating that your account has been successfully connected.

Step 3. Then go to the Google Ads Account which you just linked in Nimbata. In Google Ads click on “Create” and then “Conversion Action”.

Step 4. Then click on Import > CRMs, files, or other data sources > Track Conversions from clicks. Finally, at the “Data source” section choose the second option (“Skip this step and set up a data source later”). Your set up should look like this:

Step 5. Hit on “Continue”. Then, choose your conversion goal enter your conversion’s name, and hit “Add”. Save your new conversion by clicking on Save & Continue.

Integrate Google Ads with Nimbata & set up your automation

Before you set up your automation, you have to integrate Nimbata with Google Ads.

Step 1. Head back to your Nimbata account. Now, it’s time to tell Nimbata when and which calls to send as conversions back to your Google Ads Account. First, select your trigger. The default trigger is “After Every Call,” meaning that Nimbata will send every single PPC call to your Google Ads account. However, if you want to filter the calls that will be sent to your Google Ads account, click on the Trigger Field, and then from the drop-down list, click on “Create Trigger.”

This is extremely helpful if you want to send multiple call conversions to your Google Ads Account, such as answered calls, sales calls, quality calls, etc. To do so, proceed to create a custom trigger for each one. This method helps you increase the quality of the leads that are sent back to your Google Ads and helps Google understand what constitutes a quality conversion.

Step 2. Now, proceed to select your Google Ads Account and choose the conversion you’ve just created within Google Ads. If you wish to include the value of each call, simply check the value checkbox.

Once the integration is complete, the fun part begins.

Time to build your automations that will capture leads, filter them, and send them to Google Ads.

First of all, you must share quality leads with your Google Ads. This way you train its algorithms more effectively.

To filter the good from the bad leads, use criteria like call duration, keywords and phrases used during the conversation, and the source of the call.

Below is an example of a car dealership that was running a local marketing campaign for its SUVs.

The criteria will make sure that only leads show real interest in your offering and at the end of the call, the automation will send the lead to the CRM, Google Sheets, and Google Ads.

You can design a huge variety of automations that will make your work easier and more effective, freeing up time for you to deal with other tasks or more creative work.

Takeaway

The evolution of Google Ads from a simple click-through and conversion-based platform to one empowered by lead scoring represents a significant leap in digital advertising. By integrating nuanced lead quality metrics into Google Ads campaigns, advertisers can now focus on what truly matters: targeting high-intent, high-value prospects. This shift enhances targeting precision, optimizes ad spend, and shortens sales cycles while creating a sustainable, scalable framework for growth.

Automating lead scoring and integrating systems like call tracking further amplifies these benefits, providing unmatched insights and empowering businesses to maximize the ROI of their advertising efforts. Whether it’s through crafting custom conversion actions, syncing CRM data, or utilizing tools to automate phone lead attribution, the potential to refine and elevate campaign outcomes is immense.

As you implement these strategies, remember that the effectiveness of lead scoring hinges on the quality of your scoring model, frequent data updates, and continuous monitoring. By prioritizing lead quality over quantity and leveraging automation, you position your campaigns for long-term success in an increasingly competitive digital landscape. The future of Google Ads is here—data-driven, precise, and geared toward real business results.