PRD — Google Ads Offline Conversion Imports from Lead Quality

Status: BACKLOG · Owner: growth/ads · Last updated: 2026-07-01

Source: Zak inbound on 2026-07-01: use lead-quality outcomes as the ads feedback loop so Smart Bidding optimizes toward real lead quality, not just form fills.

1. Purpose

Close the loop between submitted seller leads and downstream quality outcomes. When a lead becomes qualified, contacted, appointment-set, offer-made, or closed, export that outcome back to Google Ads as an offline conversion so bidding can optimize toward valuable leads.

This is a backlog spec only. Do not implement imports until the Google Ads account, conversion actions, click ID capture, and data-retention policy are confirmed.

2. Scope

In scope:

  • Capture and persist ad click identifiers such as gclid, gbraid, and wbraid on FHC seller lead submissions when present.
  • Define lead-quality outcome states keyed to existing lead review/quality fields.
  • Add an export/import job design for Google Ads offline conversions.
  • Include idempotency keys so one lead outcome cannot be imported twice.
  • Add an operator review/report surface before enabling scheduled uploads.

Out of scope:

  • Automatic bidding strategy changes.
  • Importing historical leads without click IDs.
  • Uploading raw PII as customer match lists.
  • Non-Google ad networks.

3. Effort Estimate

Medium: 2-4 engineering days once the Google Ads account, conversion action IDs, and lead-quality source of truth are available.

The highest-risk dependency is not code; it is whether every lead submission reliably stores the click ID and later quality outcome in a durable, queryable place.

4. Success Criteria

  • New FHC leads retain click IDs through the full lead lifecycle.
  • A quality outcome can be mapped to exactly one Google Ads conversion action and value.
  • Duplicate exports are prevented by stable idempotency keys.
  • A dry-run export report shows which leads would be sent, skipped, or rejected and why.
  • A test upload to Google Ads succeeds and appears in the conversion diagnostics view.
  • Smart Bidding can distinguish low-quality form fills from qualified opportunities.

5. Validation Plan

  • Unit/programmatic: test click-ID parsing, outcome mapping, and idempotency key generation.
  • Integration: create fixture leads with and without click IDs and verify export eligibility.
  • Dry run: produce a CSV/API payload preview with no network send.
  • Live proof: submit one test offline conversion to the Google Ads test/draft action and capture diagnostics.

6. Recommendation

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