Google Ads integration for WordPress and Bitrix24 via make.com

About the Client

Our client, a signage manufacturer running multiple high-budget Google Ads campaigns, needed to improve campaign efficiency and reduce overall ad spend.

Project Goal

For B2B companies with long sales cycles, sending offline conversions from the bottom of the sales funnel back to Google Ads is essential to train the algorithm on click quality. We needed to build a reliable offline conversion tracking wire between Bitrix24 and Google Ads.

The Solution

The client operated a WordPress website alongside Bitrix24 Cloud. The first challenge was capturing the Google Click Identifier (GCLID) from the landing page URL, retaining it during the user session, and passing it to Bitrix24. Since users often navigate across multiple pages before submitting a form, standard URL parameters are easily lost.

To solve this, we used our Free WordPress UTM & GCLID Catcher plugin, which saves URL parameters in the user's session and inserts them into WPForms hidden fields. The GCLID was then pushed directly to Bitrix24 together with the form submission data.

Inside Bitrix24, the GCLID was stored in a custom lead field. Every few hours, a Make.com scenario collected all converted leads and transmitted their GCLIDs to Google Ads via the Google Ads API connector. A dedicated conversion action was created in Google Ads to optimize all related advertising campaigns.

Key Results & Impact

• Reduced Ad Costs & Higher Lead Quality: The optimization significantly decreased the Google Ads budget while increasing the volume of target leads.
• Scalability Insight: While Make.com performed reliably as an API processor for initial volumes, higher lead quantities eventually led us to build a direct, custom Bitrix24–Google Ads integration for maximum throughput.