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Illustration: Google Ads linked with analytics and reports
Google Ads Advertising Setup

Linking Google Ads with Analytics

We connect Google Ads with Google Analytics 4, Search Console and your Business Profile. Enquiries, visitor behaviour and search queries come together in one picture: you can see which ads bring customers and which only bring clicks. The strategy gets accurate conversion data, and you get a clear report without manually merging spreadsheets.

What linking Google Ads with analytics includes

On its own, Google Ads only knows about clicks and the enquiries you have passed to it. Linking it with other Google services shows what happens before and after the click. We connect the accounts, check that the data matches and set up a clear report. Click an item to read more.

Google Analytics 4

Visitor behaviour, conversions and audiences from GA4 flow into Google Ads
  • Linking accounts

    We connect Google Ads and GA4 and turn on auto-tagging. Every visit from an ad is tied in analytics to a specific campaign and query.

  • Importing conversions

    Key GA4 events, such as enquiries, calls and clicks to messengers, are passed to Google Ads. The strategy learns from the same data you see in reports.

  • Audiences

    GA4 audiences, for example visitors to the pricing page, are used in ads. Remarketing becomes more precise.

Result: clicks and enquiries in one system.

Search Console

See which queries find you in ads and in organic search at the same time
  • Linking with Google Ads

    We connect Search Console to Google Ads to see paid and organic results for the same queries side by side.

  • Where ads are redundant

    If you already rank at the top of organic results for a query, ads can sometimes be toned down. This saves budget without losing customers.

  • New queries

    Organic search often reveals queries you did not know about. We add the best of them to the ads.

Result: ads and SEO work together.

Business Profile

Address, calls and directions from your Business Profile tied to your ads
  • Address in ads

    We link Google Ads to your Business Profile, and the address appears under the ad and on maps.

  • Actions on the map

    Calls and direction requests from map ads are counted as actions. You can see how many people came or called after seeing an ad.

  • Up-to-date details

    We check that opening hours, address and phone in the Profile match the site and the ads. Mismatches lower trust.

Result: offline visits appear in the report.

Google Ads on its own or linked with analytics

Ads work without the link, but then you only see part of the picture. The difference is the data your decisions are based on.

Google Ads on its ownLinked with analytics
What you see after the clickAlmost nothingThe visitor’s path through the site and the enquiry
Data for the strategyOnly what was passed manuallyConversions and audiences from GA4
Ads and organic searchSeparate, no comparisonSide by side in one report
Your reportClicks and spendEnquiries, cost per enquiry and sources

When linking with analytics is needed

The link is needed by anyone who wants to see enquiries rather than clicks. These are the situations where its absence gets in the way most.

Figures differ between services

Google Ads shows one number of enquiries, analytics another and the CRM a third. Decisions are made at random, because it is unclear which figures to trust.

We link the services, set up the same events and check with a test enquiry. After that the numbers line up, and any difference can be explained.

Common causes of mismatches

  • No auto-tagging
  • Duplicate conversions
  • Different attribution windows
  • No cookie consent

You are moving to enquiry-based bidding

An automated strategy learns from conversions. If they are passed incompletely or with errors, it optimises for the wrong things and wastes the budget.

We import key events from GA4 and check that each enquiry reaches Google Ads exactly once. The strategy gets clean data.

What we check

  • Which events count as an enquiry
  • Whether there are duplicates
  • Whether calls are tracked
  • Whether data is passed with consent

You promote in both ads and search

If the site ranks well organically, some ads may be buying clicks you would have got anyway. Without a comparison this is invisible.

Search Console shows organic and paid results side by side. Where organic search copes, we tone down ads and move the budget to queries without organic coverage.

What it gives you

  • A comparison of ads and organic search
  • Savings on brand queries
  • New queries for ads
  • A full picture of demand

Customers visit your office or call

If customers come in person or call the number from the map, ordinary lead tracking does not see them. The ads look less effective than they really are.

The link with your Business Profile shows calls and direction requests after ads. The real return becomes visible, including offline customers.

What we track

  • Calls from the map
  • Direction requests
  • Website clicks from the Profile
  • The address in ads

You want a clear report

Exports from different services are awkward to combine, and the report turns into a pile of spreadsheets. The key figures get lost among minor ones.

We build a report showing spend, enquiries, cost per enquiry and the best campaigns. You look at results, not technical statistics.

What is in the report

  • Spend and enquiries
  • Cost per enquiry by campaign
  • The best queries and ads
  • Weekly trends

How we link Google Ads with analytics

Six steps: from access to verified data and a clear report.

01

Access

We check the GA4, Search Console and Business Profile accounts.

02

Cookie consent

We set up the banner and Consent Mode v2.

03

Linking accounts

We connect the services and turn on auto-tagging.

04

Events and import

We set up enquiries in GA4 and pass them to Google Ads.

05

Verification

We send a test enquiry and compare figures across all services.

06

Report

We build a report with spend, enquiries and cost per enquiry.

Who it is for

Linking with analytics is needed by anyone who wants to see the return on ads in enquiries rather than clicks. Most often we work with:
Those whose figures do not match — we bring data from different services into one picture
Companies on conversion bidding — the strategy learns from clean GA4 data
Businesses with SEO and ads — we see where ads duplicate organic search
Local businesses with an office — calls and directions from maps in the report
Those who need a clear report — enquiries and cost per enquiry instead of click tables
Accounts run before us — we check links, events and duplicates

What you get

You get ads linked with Google Analytics 4, Search Console and your Business Profile: the path from click to enquiry, calls and visits after ads, and how ads sit alongside organic search are all visible. The strategy learns from clean conversion data, and you look at a clear report with the cost per enquiry.

What to know before you start

Without cookie consent some data is lost: Consent Mode v2 helps Google fill the gaps with modelling
The advertising budget is paid to Google separately and is not included in the setup price
Linking requires admin access to each service: the access stays with you

Let’s show which ads bring customers

Linking with analytics is included in campaign setup and launch and is needed for a conversion strategy. The consultation is free: first we look at your accounts and tracking, then we name the price and timeline.

All Google Ads services

Frequently asked questions about linking Google Ads with analytics

Included in campaign setup and launch
25–185 €