Ad performance isn’t about clicks—it’s about conversions. But for Simple.Biz, who manages ad campaigns for law firms and other service-driven clients, this meant juggling outdated CRMs, disconnected data, and a serious lack of attribution visibility.
That changed when their Sr. Systems Engineer, Thomas Moore, discovered Zapier’s Google Ads integration—specifically, the Offline Conversions and Customer Match actions now available for free.
“Zapier lets us put a name tag on every lead. Now we know what actually converted—and what didn’t. That was a game-changer,” said Thomas.
Simple.Biz results, by the numbers:
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30+ hours/week saved by eliminating manual reporting and list uploads
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35% improvement in Return on Ad Spend (ROAS), driven by smarter targeting and keyword-level ROI tracking
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Multiple campaigns were paused after tracking showed poor lead-to-signup rates despite high click volume
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Freed up resources and allowed Thomas’s team to move faster on new ad initiatives
Zapier freed up a significant portion of our team’s time and sped up our workflow by a great deal.
Thomas Moore, Sr. Systems Engineer
Thanks to the attribution clarity, they discovered long-tail keywords with great click-through rates were actually underperforming. With full GCLID tracking, the team was able to kill ineffective campaigns and double down on those driving real conversions.
Before Zapier, manual tracking and zero attribution
As a full-service web design and marketing firm for small businesses, Simple.Biz manages ad campaigns across platforms like Google, Facebook, and YouTube for major clients, often with very specific lead workflows.
One of their biggest clients, a law firm, used a legacy CRM called MyCase that lacked native integrations and had no accessible API without an expensive upgrade. That meant all ad leads had to be manually uploaded and tracked, making it impossible to close the attribution loop. “We couldn’t track conversions from lead to signed case,” Thomas shared. “Everything was disconnected and manual.”
Campaigns were optimized based on clicks and form fills, but Thomas and his team knew those vanity metrics didn’t reflect true performance.
Building the workflow with Zapier, click to close attribution
Thomas leads a five-person AI and automation team tasked with making operations “less terrible” (his words). So when Zapier published a blog post about tracking, it sparked an idea—and a solution.
We’d had the idea in the background, like, ‘Wouldn’t it be nice if we could track this?’ Then we saw that Zapier had all the pieces, and the tasks were free to test it out.
Thomas Moore, Sr. Systems Engineer
Here’s how their Zapier-powered workflow works:
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Google Ad Click → Typeform:
The ad directs users to a Typeform lead form, where a hidden field captures the GCLID (Google Click ID). -
Lead Created in MyCase:
The lead is pushed into the MyCase CRM via Zapier, preserving the GCLID in a custom field. -
Lead Converts → Offline Conversion Sent:
When the lead signs with the firm, Zapier pulls the GCLID from MyCase and sends an Offline Conversion Event back to Google Ads.
The result? Full-funnel visibility from ad click to client signup, all automated.
Want a deeper dive into using Google Offline Conversions? Head here for a walkthrough.
Unlocking new possibilities (and stopping click fraud)
Simple.Biz continues to expand its automation ecosystem. They’re exploring AI-powered systems to detect spam clicks and suspicious IP behavior—and plan to use Zapier to alert their Google Ads team when patterns emerge.
“One of our competitors was bot-clicking our ads,” Thomas said. “Now we’re building a Zap to catch that and warn our team in real time.”
Why Zapier’s Google Ads integration is a must-have
Thomas didn’t just stumble upon Zapier. He’d used it before. But discovering Google Ads’ Offline Conversions and Customer Match through a Zapier blog post—and learning the actions were free—unlocked the experimentation and speed his team needed.
“[Zapier] gave us enough leeway for things to go terribly wrong—and still keep going. That’s huge when you’re testing new workflows,” explained Thomas.
For Simple.Biz, the value is simple: better attribution, less wasted spend, and a system that finally makes Google Ads accountable to actual outcomes.
By automating attribution and turning ad data into insights, Simple.Biz transformed Google Ads from a black box into a precision engine for ROI.
Your turn: start using Zapier’s Google Ads tools for free
Whether you’re an agency managing ad campaigns or an in-house marketer trying to close the loop, Zapier’s Google Ads integration gives you the tools to track what really matters.
And right now, actions like Send Offline Conversion Event and Add to Customer Match are free.
👉 Start getting better Google Ads ROI today
