Set up Google Ads conversion goals in Search Ads 360

Conversion goals are groupings of conversion actions measured with conversion tracking. You can optimize towards a mix of Search Ads 360 goals and Google Ads goals under the same campaign. Using Search Ads 360 goals and Google Ads goals together creates a custom campaign goal, as Google Ads goals can’t be set up as account-default. Conversion goals are managed at the sub-manager level for Search Ads 360 goals and at the client level for Google Ads goals.

All available Google Ads conversion tracking goals are supported, including:

• Store sales
• Store visits
• Calls
• Apps
• Website

Conversion goals that use Google Ads goals can only be bulk edited at the client account level.

Instructions

To use Search Ads 360 goals and Google Ads goals together in a campaign, follow these steps:

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account that contains a Google Ads client account.
3. At the sub-manager account level, create a goal that includes your Search Ads 360 conversion action, or use an existing goal.
   
   Follow the steps below to create a Search Ads 360 goal:
   1. On the page menu, under "Tools and settings", click Conversions, and then click Summary.
   2. Click + New conversion action.
   3. Create your Search Ads 360 goal.
4. At the Google Ads client account level, create a goal that includes your Google Ads conversion action, or use an existing goal.
   
   Follow the steps below to create a Google Ads goal:
   1. Navigate to a Google Ads client account.
   2. On the page menu, under "Tools and settings", click Conversions, and then click Summary.
   3. Click + New conversion action.
   4. Create your Google Ads goal.
5. On the page menu, click Settings, then Campaign settings.
6. Click the name of the Google Ads campaign you want to edit.
7. Expand the “Conversion goals” section.
8. Select “Search Ads 360 and Google Ads”.
9. Click + Add goals to select the Search Ads 360 and Google Ads goals to include in the “Conversions” column for this campaign.
10. Click Save.

Conversion-data sharing

You can share Floodlight and all other conversion data, including relevant feed data, from Search Ads 360 to Google Ads to take advantage of the performance benefits of Google Ads auction-time bidding enabled through Search Ads 360 bid strategies.

After you enable conversion-data sharing, conversions recorded by Search Ads 360 begin to appear in the “Client account conversions” column (and all related columns such as “Cost/client account conv.” and “Client account conversions (by conv. time)”) of every Google Ads account that is linked to the Search Ads 360 sub-manager account. Only conversions that occur after you enable conversion-data sharing are shared with Google Ads. Conversions that occurred before you enabled data sharing aren’t shared.

Conversion-data sharing with Google Ads can be enabled or disabled depending on the specific campaign level setup.

Instructions

To enable conversion-data sharing with Google Ads, follow these steps:

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. On the page menu, under "Tools and settings", click Conversions, and then click Summary.
4. From the page menu on the left, click Settings.
5. Expand the “Share conversions” section, and then select the first checkbox to:
   • Share all Floodlight and other conversion data related to Google Ads with all Google Ads accounts linked to this Search Ads 360 sub-manager account.
6. Click Turn on to confirm that you want to share conversion data.
7. Click Save.
8. (Optional) Select the second checkbox to report Search Ads 360 conversions in the Client account conversions column for every Google Ads shopping campaign in the account.
9. Click Save.