How to Track Google Ads in Hubspot Without the Ads Tool

Tracking Google Ads in Hubspot without using the native ads tool is possible by combining UTM parameters, custom URL tracking, and attribution reports. This guide walks you step by step through the exact setup so you can see which ads and campaigns generate contacts and deals in your CRM.

Why Track Google Ads in Hubspot Manually

Even if you are not using the ads add-on, you can still connect your Google Ads performance to your CRM data. By setting clear tracking rules, you will be able to:

Measure which campaigns, ad groups, and keywords create new contacts.
Understand which ads influence deals and revenue.
Build consistent reporting inside Hubspot using standard properties.
Avoid relying only on ad platform reports that do not show downstream CRM impact.

The method on this page is based on the official Hubspot documentation and is designed for Google Ads users who need reliable attribution.

Core Concept: Use UTM Parameters With Hubspot

Hubspot automatically captures UTM parameters from URLs and maps them to internal analytics properties. With a consistent tagging strategy, every visit from Google Ads will carry structured campaign information into contact records and attribution reports.

The key UTM parameters you will use are:

utm_source – identifies the traffic source, such as google.
utm_medium – identifies the channel, such as cpc or paid_search.
utm_campaign – identifies the main campaign name.
utm_term – can store the keyword or matched search term.
utm_content – can distinguish ads, creatives, or placements.

When a visitor clicks a Google ad that contains these parameters, Hubspot captures them and associates them with the contact during form submission or other tracked conversions.

Step 1: Plan Your Hubspot UTM Naming Structure

Before updating any ads, define a clear and repeatable naming convention. A thoughtful structure makes it easier to filter and group data in report builders.

Recommended UTM Rules for Hubspot Tracking

utm_source: always set to google.
utm_medium: use a consistent value such as cpc or paid_search.
utm_campaign: mirror your Google Ads campaign name, or use a shortened but unique identifier.
utm_term: pass the keyword or use dynamic insertion to capture search terms.
utm_content: differentiate ad variations, creatives, or match types.

Document these rules in your Hubspot playbook so anyone creating ads follows the same approach.

Step 2: Build Tracking URLs for Google Ads and Hubspot

Next, you need to generate destination URLs that include your chosen UTM parameters. You can do this manually, by spreadsheet, or with a URL builder.

Creating UTM URLs Compatible With Hubspot

Start with your landing page URL, for example https://www.example.com/pricing.
Append UTM parameters, for example:
?utm_source=google&utm_medium=cpc&utm_campaign=brand_search&utm_term=brand-keyword&utm_content=ad-1.
Confirm the final URL loads correctly in a browser and that the page is tracked by your Hubspot tracking code.
Repeat for each campaign or ad variation, following the same naming rules.

If you prefer help with tracking architecture and analytics strategy, you can also work with consultants such as Consultevo who specialize in measurement setups.

Step 3: Add Tracking URLs to Google Ads

Once your URLs are ready, you must place them into your Google Ads account so that every click sends UTM data back to Hubspot.

Where to Place UTM URLs

Log in to Google Ads.
Navigate to the campaign, ad group, or ad you want to track.
Edit the Final URL (or use Tracking template if you prefer) to include your full UTM parameters.
Save and ensure the ad is approved.
Repeat for all active ads that should be tracked in Hubspot.

For more detailed guidance directly from the platform, review the official Hubspot article at this support page.

Step 4: Confirm Hubspot Is Capturing Google Ads Data

After your ads run with the new URLs, you must verify that Hubspot is recording the parameters correctly.

How to Test Tracking

Click one of your live Google Ads yourself, or use a test ad.
Fill out a form or perform a tracked action on your site so Hubspot can create a contact.
Open the new contact record in Hubspot.
Check original source and latest source properties as well as any campaign or UTM-related analytics fields.

You should see values that correspond to your chosen UTM parameters, confirming that Google Ads clicks are now attributed properly.

Step 5: Build Hubspot Reports for Google Ads

With data flowing into your CRM, you can now create reports that show how Google Ads influence contacts and deals.

Common Hubspot Reporting Views

Contacts by campaign: filter by original source values that match Google paid search and group by UTM campaign.
Deals influenced by ads: use attribution or deal reports to show which campaigns are associated with closed-won deals.
Landing page performance: analyze sessions and contacts on key pages where your Google Ads send traffic.

Most of these views can be configured in the standard reporting tools inside Hubspot by using traffic analytics, attribution reports, and custom dashboards.

Best Practices for Reliable Hubspot Tracking

To maintain accurate reporting over time, follow a few practical guidelines.

Keep UTM and Hubspot Data Clean

Use consistent lowercase values for all UTMs to avoid duplicates.
Avoid using spaces and special characters in campaign names.
Regularly audit active campaigns to confirm URLs include UTMs.
Align naming conventions between Google Ads and Hubspot dashboards.

Clean and consistent data makes it much easier to diagnose performance changes and keep stakeholders confident in your numbers.

Limitations of Manual Google Ads Tracking in Hubspot

While this configuration provides strong visibility, it is not identical to using the native ads tool. Manual tracking:

Relies on correct UTM setup for every ad.
Does not sync cost, clicks, or impressions directly into Hubspot.
May require extra maintenance when campaigns are frequently updated.

However, for many teams, this method offers enough detail to connect ad spend with contacts and deals without purchasing additional tools.

Next Steps for Your Hubspot Google Ads Setup

You now have a framework for tracking Google Ads in Hubspot without relying on the ads integration. By planning your UTM structure, updating ad URLs, validating captured data, and building attribution reports, you can connect ad performance to real CRM outcomes and make more informed optimization decisions.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`