The Google Ads integration in MoverMate allows you to send offline conversion events such as quoted leads, booked jobs, and completed jobs directly to Google Ads.This enables Google to optimise campaigns based on real outcomes instead of just enquiries, helping improve lead quality and overall return on ad spend.
What is Offline Conversion Tracking
Offline conversion tracking refers to tracking actions that happen after a lead is created, such as:
A lead being qualified
A job being booked
A job being completed
These events occur within MoverMate and are sent back to Google Ads to improve
campaign performance.
How It Works
1. A customer clicks your Google Ad
2. The customer submits an enquiry
3. A lead is created in MoverMate
4. As the lead progresses, events are triggered:
Lead is quoted
Lead is converted into a job
Job is completed
5. These events are sent to Google Ads as conversions
Google then uses this data to optimise future ad performance.
Prerequisites
Before setting up the integration, ensure the following:
You have an active Google Ads account
Conversion actions are created in Google Ads
You have access to the Google Ads account (Admin or Standard access)
Your website or landing pages capture the Google Click ID (GCLID)
If using webhook or Zapier integrations, ensure that GCLID is passed through the
webhook and stored in MoverMate
Part 1 Create Conversion Actions in Google Ads
Before connecting Google Ads to MoverMate, you need to create conversion actions inside your Google Ads account. You will need to create three conversion actions:
Qualified Lead — for when a lead is marked as quoted
Book Appointment — for when a lead is converted into a job
Converted Lead — for when a job is completed
Follow the steps below to create each one. Repeat this process three times, once for each conversion action.
Step 1: Log in to your Google Ads account
Log in to the Google Ads account that is actively used to run your campaigns.
Step 2: Navigate to Goals > Conversions
In the left sidebar, click Goals, then select Conversions. You will see the Conversions Summary screen.
Step 3: Click "New conversion action"
Click the New conversion action button to begin creating a conversion.
Step 4: Select the conversion category
On the "Group your conversions" screen, select the category that matches the conversion action you are creating:
For Qualified Lead → select Qualified lead
For Book Appointment → select Qualified lead
For Converted Lead → select Converted lead
Step 5: Click "+ Create conversion"
After selecting the category, you will be taken to the "Create and measure conversions" screen. Click + Create conversion to proceed.
Step 6: Select "Connect data source later"
A dropdown will appear asking you to select a data source. Choose Connect data source later, as MoverMate will upload conversions via API.
Step 7: Edit conversion settings
Click Edit settings to open the Conversion Settings panel. Here you can rename the conversion action (e.g. Movermate Qualified Lead offline (Upload)), set the action optimisation, and configure value settings. Click Done to save.
Step 8: Confirm the conversion action is saved
You will be returned to the "Create and measure conversions" screen. Confirm that your conversion action appears with the correct name and a Primary tag.
Step 9: Save and finish
Click Save and continue, then click Finish on the summary screen.
Repeat the remaining conversion actions
Go back to Step 3 and repeat the process to create Book Appointment and Converted Lead. Once all three are created, proceed to Part 2 below.
Part 2: Connect Google Ads to MoverMate
Step 1: Connect Google Ads
1. Go to Settings
2. Click on App Integration
3. Locate Google Ads
4. Enable the integration
5. Click Authorise
You will be redirected to Google Sign-In.
Step 2: Sign in and Grant Access
1. Select your Google account
2. Click Continue
3. Grant the requested permissions
If you see a warning stating that Google has not verified the app, proceed by clicking
Continue. This is expected in testing environments.
Step 3: Select Google Ads Account
After authorisation:
Choose the correct Google Ads account from the list
Ensure this is the same Google Ads account used to run your campaigns
Google Ads does not allow offline conversions to be uploaded from a different
account
Click Save
Recommended Mapping Setup
It is strongly recommended to create custom conversion actions in Google Ads and map them accordingly in MoverMate.
Use the following mapping for best results:
When a lead is marked as quoted → Qualified Lead
When a lead is converted into a job → Book Appointment
When a job is completed → Converted Lead
Why Use Custom Mapping
Creating custom conversion actions in Google Ads allows you to:
Align conversion tracking with your actual sales process
Differentiate between lead quality stages
Optimise campaigns based on real business outcomes
Improve bidding accuracy and return on ad spend
Instead of tracking only enquiries, this approach enables Google to understand which
leads turn into bookings and completed jobs.
Explanation of Each Mapping
Lead Marked as Quoted → Qualified Lead
This represents a lead that has been reviewed and quoted, indicating higher intent
compared to a raw enquiry. This helps Google focus on better-quality leads.
Lead Converted into a Job → Book Appointment
This represents a confirmed booking. This should be treated as your primary conversion event, as it reflects a customer committing to your service.
Job Completed → Converted Lead
This represents a fully completed job and a paying customer. This is the most valuable signal you can send to Google, as it reflects actual revenue.
Step 5: Save Configuration
After mapping all events, click Save to apply the configuration.
How Google Uses This Data
Once configured, Google Ads will:
Learn which campaigns generate qualified leads
Optimise towards bookings rather than just enquiries
Prioritise campaigns that result in completed jobs
This creates a full-funnel optimisation process.
Troubleshooting & Important Notes
If you are experiencing issues with the Google Ads integration, check the following:
Ensure you are logged into the correct Google account with access to the Ads account
If you see an “App not verified” warning, you can proceed by clicking Continue
while the app is not verified
Confirm that conversion actions are created in Google Ads
Verify that conversion mapping is correctly configured in MoverMate
Ensure GCLID is being captured properly from your website
Allow up to 24–48 hours for conversions to appear in Google Ads
Ensure conversions are mapped accurately, as incorrect mapping can negatively impact campaign optimization.
For any inquiries, please reach out to the Movermate Product Experts at [email protected].We're here to help!