Google Ads judged on pipeline, not cheap form fills.
Cheap leads that never close make cost per lead look great. Patricia reads your HubSpot deals next to your Google Ads results, so each campaign is judged on cost per SQL and the pipeline it sources.
@Pati Vela's cost per lead looks great this quarter but sales says the leads are junk. What's actually happening?
Sales is right, and I can see why. I matched this quarter's HubSpot deals to the Google Ads campaign in each contact's original source. The cheap leads and the good ones come from different campaigns:
- The "free consultation" campaign has a $22 cost per lead, but only 4% reach SQL in HubSpot. Its cost per SQL is $540.
- The higher-intent "fractional CMO" campaign looks worse at $71 per lead, but 31% become SQLs, so its cost per SQL is $229 and it sources most of the closed-won pipeline.
- Both campaigns bid toward form fills, so the budget follows the cheap one that doesn't close.
So put the money where the SQLs are. Set that up.
Here's the plan, and by default nothing changes until you say yes: move $2,000 a month from "free consultation" to "fractional CMO", and add "free" as a negative on the consultation campaign, the search term behind most of the junk.
One thing I don't do is send HubSpot outcomes back into Google Ads. If you want bidding to learn from SQLs, your team can set up the conversion import in Google Ads. Either way, I'll report cost per SQL by campaign every Monday.
1 + 1 > 2
What Google Ads and HubSpot do together.
Each is useful alone. Joined, they answer the question neither can on its own.
See cost per SQL by campaign, not just cost per lead
She joins Google Ads spend to the HubSpot deals each campaign sourced, so every campaign is judged on cost per SQL and the pipeline behind it, the number that tells you whether the spend is working.
Find which campaigns bring leads that actually reach SQL
By matching each lead's original source in HubSpot to its campaign in Google Ads, she shows which campaigns turn into qualified pipeline and which fill the CRM with leads sales never works.
Move budget toward the campaigns that source pipeline
Once quality is visible she drafts the budget shift from the cheap-lead campaigns to the ones sourcing closed-won, and by default applies it in Google Ads only after your yes, so spend follows revenue instead of form volume.
Spot the search terms that attract the wrong leads
When one campaign's leads keep stalling in HubSpot, she checks its search terms in Google Ads for the pattern, like a free-offer term, so you can add a negative or rewrite the ad, on your yes.
Report lead quality by campaign every week
She reports cost per SQL and pipeline by campaign each week, so you see quality drift the moment it starts instead of at the quarterly review.
How it works
Google Ads and HubSpot, connected in minutes.
Add Patricia to Slack
She joins your workspace like any teammate. Two minutes, no engineering.
Connect Google Ads and HubSpot
An admin connects each through its official sign-in. She gets only the access you approve, and you can disconnect anytime.
Ask
Mention @Pati with the job. Reading both and reporting run at once; by default, moving budget or changing a keyword waits for your yes.
Say it like you'd say it
Things to ask her.
Vela's cost per lead looks great but sales says the leads are junk, what's happening?
Which campaigns bring leads that actually reach SQL in HubSpot?
What's our cost per SQL and per pipeline dollar by campaign, not just cost per lead?
Which search terms keep bringing leads that never reach SQL?
Shift budget toward the campaigns sourcing the most pipeline, for my approval
More combinations
Other pairs that work like this.
The stack rarely stops at two. These combinations pull the same trick.
FAQ
Google Ads + HubSpot, answered.
What does connecting Google Ads and HubSpot together let Patricia do?
She reads Google Ads results and HubSpot deals side by side and matches each lead to the campaign that sourced it. That gives you cost per SQL and pipeline by campaign, the numbers a cost per lead alone hides, and a clear case for where the budget should go.
Does she send HubSpot deals back into Google Ads?
No. She does not upload offline conversions or customer lists to Google Ads. She reads both sides and reports on lead quality. If you want bidding to learn from SQLs, your team can set up the conversion import in Google Ads.
Why not just optimize to the cheapest cost per lead?
Because cheap leads often do not close. When bidding chases form fills, budget flows to whatever converts on the page, even if none of it reaches sales. Judging each campaign on cost per SQL shows where the money actually builds pipeline.
Does she change bids or budgets on her own?
Not by default. Reading both sides and reporting cost per SQL run at once. Moving budget, changing a bid or adding a negative waits for your explicit yes in Slack.
Can I keep her scoped to just part of the setup?
Yes. Connect only the accounts you want her in, and the rest stays untouched. By default, every change she makes waits for your yes, and every email, post or message she drafts always does.
What does it cost?
Nothing extra. Every integration is included, on every plan.
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See each on its own.
Every tool has its own page with the full picture of what Patricia does there.
Everybody deserves a Patricia.
She handles the work your team never gets to. You build the company. See what changes in your first week.