Link Accounts

Linking Google Ads to Other Accounts

Google Ads allows you to link to several other tools and platforms (some made by Google, some not). Doing so will give you access to increased functionality and help you optimize your ads further.

Tools you should ALWAYS link to:

1. Google Analytics: the main benefit of linking to Analytics is it allows you to import Conversions and Audiences. If you have a Key Event that you are tracking in GA4 and you also want to track it in Ads, you can import it once you link. The same goes for audiences.
2. Google Search Console: Linking to Search Console allows you to compare paid and organic traffic, which can be very helpful. There are also times when Google uses an active Search Console connection to verify account ownership. This can be useful when you are using DNI for phone call conversions and Google is flagging your call assets since they don’t technically match the number on the landing page. One option that Google gives you to verify your ownership in these situations is to connect to Search Console

Tools you should link to if applicable:

1. Google Business Profile: If the client’s business has a physical location, they should have a Google Business Profile (if they don’t, they should set one up). Connecting to their GBP will allow you to set up Location Assets. With these, your ads can appear in Maps and Local Packs in addition to their usual spot at the top of the SERP. You also might be eligible to track “Store Visits” as a conversion action, but you have to have above a certain level of traffic.
2. Google Merchant Center: If your client is wanting to run eCommerce ads, you will need to connect to Merchant Center. This will allow you to set up a shopping campaign (or add a shopping element to a PMAX campaign).
3. Youtube: If your client wants to increase awareness and has video assets that they want to run ads for, you should connect to their YouTube account. This will allow you to set up a video campaign (or add a video element to a PMAX campaign).

There are a bunch of other products that you can link to. For example, if your client uses Salesforce or Hubspot, you should be able to connect them to your ads in order to track offline conversion tracking. If your client has a specific need, check out the rest of the products that Google Ads allows you to link to.