This process requires a three-way alignment between Google Ads, your Website, and Salesforce.

Step 1: Technical Prerequisites

Before linking, you must ensure your website is passing the GCLID (Google Click ID) into Salesforce.

1. Salesforce Setup: Your Salesforce Admin must create a custom text field named GCLID (API name: GCLID__c) on both the Lead and Opportunity objects.

2. Website Setup: Update your web-to-lead forms to include a hidden field for the GCLID.Use a script (or GTM) to capture the GCLID from the URL and inject it into that hidden field upon submission.

3. Lead Mapping: In Salesforce, ensure the GCLID field is mapped from the Lead object to the Opportunity object so the ID follows the customer as they convert.

Step 2: Link Salesforce in Data Manager

1. Navigate to Data Manager: Click Tools > Data Manager.

2. Connect Product: Click + Connect Product and search for Salesforce.

3. Authorize: Choose “Direct Connection.” You will be prompted to log into Salesforce.Use a dedicated integration user (Admin level) for this. 

4. Select Use Case: Select “Conversions” as your primary use case.

Step 3: Map Salesforce Milestones to Conversion Actions

Once linked, you need to tell Google which Salesforce “Stage” counts as a conversion.

1. Select Object: Choose the Salesforce object that contains your conversion data (usually Opportunity or Lead).

2. Map Fields:

• GCLID: Map your Salesforce GCLID__c field to the Google Ads gclid field. 

• Timestamp: Map the “Stage Change Date” or “Created Date” to conversion_event_time.

• Value (Optional): Map “Amount” or “Expected Revenue” to conversion_value. 

3. Set Filters: Use filters to only import specific stages (e.g., Only import if “Stage” equals “Closed Won”). 

Comparison: Direct Link vs. Manual Uploads

Timing Rules

These “Invisible” rules are the most common source of support tickets:

• The 90-Day Window: Google cannot attribute a conversion if it happens more than 90 days after the original click. If your sales cycle is longer, you must use Enhanced Conversions for Leads (which uses email/phone instead of GCLIDs).

• The 4-6 Hour Delay: After creating a new conversion action, you must wait 4–6 hours before the first import will succeed. If you try to sync immediately, you will get an error.

• Daily Syncing: In 2026, PMax performs best when data is fresh. Set your Salesforce sync to Daily to ensure the AI can react to “Closed-Won” signals while the trail is still warm.