Feed Google's AI the signal it is missing
Turn Google Ads into a revenue engine.
Pass predicted lead values back to Google Ads, so Smart Bidding goes after the prospects who actually pay. Values come from your own CRM history, and none of it is stored.
What Google gets today
What it could get
A shape, not your data. Your own numbers appear in step 4.
- Built for pipeline revenue
- Works with HubSpot or a CSV export
- Values sent straight to Google Ads
How it goes
Measure
Upload a CRM export. AI reads your columns and your description of a good lead, then the values come from your own win rates and deal sizes. Nothing invented.
Connect
Send those values to Google Ads as a URL it fetches on a schedule, so nobody uploads a file again.
Improve
A one-line script keeps the ad click ID attached to every future lead, so more of them can be matched at all.
What you'll need
- A CSV of deals from your CRM - HubSpot, Salesforce, Pipedrive, Close, or a plain spreadsheet.
- Create dates and deal amounts in it. Close dates and email addresses make the analysis sharper.
- Access to your Google Ads account, for the last step.
What leaves your machine
Your file is read in your browser and never uploaded. Only the finished values Google receives - hashed identifiers, timestamps and amounts - are ever stored, and never a name, an address or a deal size.
From the blog
All articles- Perspective5 min read
The Future of Lead-Gen Bidding Is Better Value Signals
Why the next improvement may come from what you tell the algorithm, not from a more complicated prediction model. Ranking is not enough, magnitudes matter, and delivery is part of the model's practical value.
15 September 2026
- Checklist5 min read
Is Your CRM Data Ready for Value-Based Bidding?
Five checks before you turn your sales history into Google Ads conversion values. Stage timestamps, source fields, deal ranges, click ID coverage and late outcomes all mislead in ways that become spending instructions.
15 September 2026
- Guide7 min read
Value-Based Bidding for Lead Generation: How to Train Google to Find Better Leads
A lower cost per lead looks good in a report. It means much less if those leads never become customers. How to estimate what a lead is worth, send it to Google Ads, and check whether the bids brought better business.
15 September 2026
Questions
Why bid on value instead of conversions?
Google can only optimise for what you tell it. Tell it every lead is worth the same and it buys the cheapest ones. Tell it what each lead is likely to be worth and it buys the ones that pay.
Is my account ready for this?
Three things need to be true. Roughly 30 to 50 conversions a month per campaign, which is Google's own guidance for value-based bidding. A year of CRM history with a few hundred closed leads, so the tool has about 25 closed deals in each group it prices. And real differences between your leads: this suits insurance, lending, legal, home services, education and B2B software, and not a single product at a single price.
Where do the values come from?
From your own history: how often each kind of lead closed, times what it was worth when it did. AI reads your file and your description. It never sets a number.
What happens in my Google Ads account?
One conversion action is created, called VBB Lead Value, and each lead is sent to it with its own value. Nothing else is touched. Switching a campaign to value-based bidding is a change you make, and we show you where.
What has to be switched on in Google Ads?
One conversion action, which we create for you. If your leads carry a Google click ID, that is all. If we match on email instead, turn on Enhanced conversions for leads under Goals, Conversions, Settings, and make sure the Google tag on your site collects the email at the form. The Connect step tells you which case you are in.
How will I know it worked?
Once connected, the tool keeps reading your CRM and compares the leads Google buys after the switch against the ones before, measured in real outcomes, not in the numbers we sent.
No export handy? Try it on a sample dataset - 500 synthetic deals, the whole flow end to end.