Performance Max Lead Tracking Resolution — Google Native Forms to MarketSharp
Overview
During a January 13 weekly sync, Sebastian surfaced a lead tracking gap for [1]: approximately 135 leads generated by a Performance Max campaign were not appearing in MarketSharp. The root cause was that the campaign used Google's native lead form asset, which stores submissions in a Google-hosted CSV rather than routing them through the website or a webhook. The issue was resolved in-session via CSV export, with a Zapier integration planned for ongoing sync.
Problem
- AHS's Performance Max campaign had accumulated ~135 lead form submissions that were visible in Google Ads (under Goals → Conversions Summary → "Google Hosted Lead Form") but were never delivered to MarketSharp.
- The lead form asset was configured with a "We'll contact you soon" thank-you message and a Visit Site CTA — no webhook or CRM destination was set up at the time the form was created.
- Neither the client (Gina) nor the account team had visibility into these leads. The account's sole admin was an unrecognized Gmail address (
madison.asbestos.ppc@gmail.com) added in 2014, blocking standard access management.
Root Cause
Google Ads native lead form assets do not automatically push submissions to a CRM or email. Data is stored in Google's platform and must be retrieved manually via CSV download or connected via a supported integration (e.g., Zapier). Because no integration was configured when the form was added to the Performance Max campaign, all submissions accumulated silently.
Resolution
Immediate — CSV Export
Mark gained access to the Google Ads account and downloaded the lead form CSV from:
Campaigns → Assets → Lead Forms → [select form] → Download CSV
The export included:
- Submit timestamp
- Full name
- Email address
- Phone number
- GCLID (Google Click ID) — enables attribution back to the originating click/campaign
The CSV (~135 leads) was sent to Sebastian to forward to Gina.
Long-Term — Zapier → MarketSharp Integration
A Zapier zap will be configured to automatically sync future Google Ads lead form submissions to MarketSharp in real time. Zapier natively supports this trigger/action pair:
- Trigger: New Lead Form Entry in Google Ads
- Action: Create/Submit Lead in MarketSharp
Blocker: Admin access to the AHS Google Ads account is required to authorize the Zapier connection. Sebastian needs to contact Gina to have the team added as admins.
Lead Quality Assessment
Leads appear legitimate on initial review — phone numbers include local Wisconsin area codes (608, 262) and Milwaukee numbers. However, phone area code alone is not a reliable geography signal (people retain out-of-area numbers).
Recommended Quality Controls
| Action | Purpose |
|---|---|
| Add zip code field to lead form | Qualify geography at submission; low friction for users |
| Tighten campaign geo-targeting | Prevent impressions/clicks from outside the service area |
| Review GCLID attribution | Confirm leads map to expected campaigns and placements |
Action Items
- [ ] Sebastian — Email Gina: request team admin access to AHS Google Ads account
- [ ] Sebastian — Send lead CSV to Gina for follow-up with the ~135 contacts
- [ ] Sebastian — Set up Zapier integration (Google Ads Lead Forms → MarketSharp) once admin access is granted
- [ ] Sebastian / Mark — Evaluate adding zip code field to the lead form asset
- [ ] Mark — Fix call-player link from AI intent/sentiment cards in internal app (unrelated but noted in same session)
Related
- [2]
- [3]
- [4]