How Revenue Import works in Ads Optimizer

Overview

After you enable Ads Optimizer, Revenue Import is automatically activated. It sends your revenue from jobs completed in ServiceTitan back to Google Ads. Google Ads then uses this data to focus on acquiring high-value leads. It also provides visibility into important business insights for whoever optimizes the account manually.

Things to know

• Ads Optimizer requires Ads Measurement to be fully configured. This includes Google Ads integration, Google Analytics integration, and Dynamic Call Tracking using DNI.

• If Job Value Predictor (JVP) is activated, the predicted revenue for a booked job is sent into Google Ads along with the actual revenue after the job is completed. The Job Value Predictor conversion actions will be set to primary and the completed job conversion actions will be set to Secondary when activated through the Ads Optimizer page. For more, see Use Job Value Predictor in Ads Optimizer.

Google Ads

Google Ads supports a metric called Conversion Value, which is typically used in eCommerce advertising. When Ads Optimizer is enabled, Conversion Value is turned on automatically to help import revenue for jobs booked in ServiceTitan as Conversion Value in Google Ads.

Revenue Import for Google Ads works as follows:

1. After your customer clicks a Google Ad and calls the ServiceTitan Dynamic Call Tracking number on the website, ServiceTitan stores the Google Click ID (GCLID).

   Note: The customer can call a ServiceTitan Call Extension number directly from a Google Ad.

2. ServiceTitan also associates the GCLID with the Lead for the person calling.        

   Note: The GCLID is an identifier that can link to a particular ad click.

3. After the Lead is converted to a job and that job marked as Complete in ServiceTitan, revenue is attached to it.

4. ServiceTitan sends the revenue amount into Google Ads using the GCLID value.        

   Note: ServiceTitan automatically creates a new conversion type in your account called "ServiceTitan Completed Jobs Conversion Action" and this revenue appears in the "All Conversion Value" column. This conversion type is created as soon as the first transaction is posted into Google Ads.

5. Google Ads assigns the revenue to the proper click that generated the initial phone call Lead.        

   Note: Google Ads assigns the Revenue to the date and time of the ad click, not the date of the completed job and import. For example, if someone clicks an ad on January 1 and calls that same day, but the job isn't completed until January 5, the Conversion Value appears in the reports as happened on January 1. This differs from how it appears in ServiceTitan and Google Analytics, both of which generate revenue in the reports of January 5.

The attached Conversion Value in your Google Ads account creates many opportunities to improve account performance by highlighting which ads and keywords are truly generating revenue, and which ones are more expensive than they're worth.

Smart Bidding

Smart Bidding is a feature of Google Ads bid strategies. It uses Google AI to optimize for conversions or conversion value in each ad impression served to one of your potential customers.

In Google Ads, you can set up a bid strategy for each Ad campaign. Sending revenue data from ServiceTitan allows Google Ads to use the Maximize Conversion Value and Target Return on Ad Spend (ROAS) bid strategies. These strategies ask Google to optimize its algorithm to generate revenue for you, rather than conversions like phone calls for form submissions.

Smart Bidding allows Google to understand which potential customers and clicks convert into completed jobs. This helps Google prioritize higher-value calls and clicks, increasing your overall account Return on Investment (ROI).

For more on Smart Bidding, see the following Google Ads articles:

• About Smart Bidding

• About Maximize conversion value bidding

• Changes to how Smart Bidding strategies are organized for Search campaigns

Smarter Optimization

Manual optimizations become much more effective when Conversion Value is populated in the account. For example, a keyword may appear to be successful by generating low-cost phone calls, but now you can see there is no conversion value being attributed to it. So it actually makes sense to remove that keyword from the account. You can also identify which times of day, devices, audiences, and zip codes are responsible for the most revenue, and optimize accordingly. When performance is viewed in relation to conversion value, manual optimizations have a greater effect.

Google Analytics

Revenue Import for Google Analytics is similar to Ads. Instead of using Conversion Value, Ads Optimizer uses Google Analytics' eCommerce functionality to send Revenue in as Transactions. Also, while Google Ads assigns the Revenue to the day of the Ad click, Google Analytics assigns it to the date of the actual transaction. This leads to a mismatch of data between the two where both are accurate, but each assigns the revenue to different dates.

Note: After you enable Ads Optimizer, ServiceTitan enables eCommerce tracking automatically.

We recommend that you link your Google Ads and Google Analytics accounts together to allow the Revenue Import into Analytics to work accurately.

Want to learn more?

• See Get started with Marketing Pro Ads

• See Marketing Analytics

• See Google Ads Integration