What is each lead stage worth to Google Ads?
Enter your average deal size and the conversion rate between each CRM stage: lead to MQL, MQL to SQL, SQL to opportunity and opportunity to closed-won. The calculator gives the expected value of each stage, the values to import into Google Ads, and which stage to make the primary conversion for value-based bidding.
Last updated
A qualified opportunity is worth $15K to bid on
A raw lead is worth $900. Send each CRM stage to Google Ads with its own value.
Figures stay in your browser unless you ask us to send the full plan.
How it works
Probability of winning
For each stage, multiply the conversion rates of every later stage to get the chance it becomes a customer.
Expected value
Deal size times that probability gives the value of reaching the stage.
What to import
Send each stage as its own offline conversion with its value, keyed on the click ID stored with the lead.
Primary conversion
Bid on the earliest stage that still predicts revenue and gets enough volume for the algorithm to learn.
What is value-based bidding in Google Ads?
Bid strategies such as Maximize conversion value and target ROAS that optimize toward the value you assign to conversions rather than their count. For B2B, those values should come from your CRM stages, not form fills.
How do I send CRM stages to Google Ads?
Store the GCLID (and gbraid or wbraid) with each lead, then upload stage changes as offline conversions, or use enhanced conversions for leads, which matches on hashed email. Each stage gets its own conversion action and value.
Which conversion should be primary?
The earliest stage that is a reliable predictor of revenue and gets regular volume, often SQL or qualified opportunity. Keep form fills as secondary so they stop steering bids.
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