Send qualified lead signals to Google Ads

For Google Ads to see useful contacts, define which business status allows a conversion to be sent and validate the data before using it in bidding. "Call received" and "qualified contact" are different signals. Changing the trigger without reviewing existing actions can duplicate the same result.

Define a stable signal

Agree on fit criteria, minimum information, responsible person and review period. An example of a signal is “measurable need and sufficient data to prepare a quote.” Do not use call duration as the only criterion: a long query may not be appropriate and a short one may be valid.

WhatConverts allows you to configure sending to Ads when receiving a lead, when registering sales value, when marking it as quotable or through Lead Intelligence rules. To filter, their documentation proposes qualification triggers instead of sending all contacts immediately. Official Shipment Configuration .

Signal map before changing the campaign

The map is an original design. It is not recommended to use all stages of bidding simultaneously. Decide which result best represents the objective and retain the other signals for analysis where appropriate.

Primary and secondary are not just labels

Google explains that primary actions can feed bids when the campaign uses your objective. Secondaries are typically used for observation, but a custom target can use them for bidding. Review both levels: action and campaign objective. Primary and secondary actions .

Do not assume that a new signal will be ignored for changing a single option. Inventory your actions, integrations, and goals before adding another import.

Delivery and eligibility pilot

1. Document the current signal, who is sending it, and where it is used.
2. Create or select the appropriate action for the conversion type and its attribution method.
3. Configure the qualification trigger and the value that you can actually credit.
4. Review eligible, ineligible, and pending contacts without sending fictional values as actual sales.
5. Check sending and acceptance status in Ads, in addition to the status in the leads system.
6. Check targets and counters before changing the signal used for optimization.

A contact marked as qualified does not guarantee that the advertising platform can attribute it. Identifiers may be missing or sending conditions may not be met. Maintain a list of exclusions and outstanding rulings to reconcile.

Avoid two equivalent signals

If the native measurement of a call and the new qualified signal describe stages of the same interaction, explain their relationship. Do not add both as two acquisitions. Use identifiers and a counting rule according to the business.

The native import call explains the mechanism by phone and time. This is where you decide which contacts are eligible and how that signal is used in targeting and bidding.

When to advance

WhatConverts may fit if you need to condition delivery on commercial status. First ensure consistent review and sufficient data. Changing to a more demanding signal may reduce observed volume; Review delays and quality before promising that automation will improve advertising results.

Sources and limitations

Documentary review: 2 October 2026. Content type: Documentation-based guide.

Sources describe terms and capabilities stated by their owners. Proposed protocols and fictional examples do not establish product tests performed by CallsIQ.

• Official Shipment Configurationwww.whatconverts.com
• Primary and secondary actionssupport.google.com

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