Send a CSV of closed deals to Google Ads

Not every business runs on a connected CRM — plenty of great marketing teams track their deals in a humble spreadsheet. This integration is for them. You export a CSV of the deals you actually closed and what each one was worth, hand it to PipeValue, and we feed those values into Google Ads as offline conversions, so the platform can finally see which clicks turned into paying customers.

What it does

If your CRM isn't plugged into your ad accounts — or your "system of record" is just a Google Sheet your sales team keeps — there's normally a wall between the money you make and the ads that made it. Google sees the form-fill, then loses the thread. It never finds out whether that lead became a €40 invoice or a €40,000 contract.

PipeValue knocks that wall down without asking you to build anything. You give us a spreadsheet of closed deals, we match each one back to the original Google click and send its real value up as a conversion. No data team, no developer, no API keys — a marketer with a spreadsheet can run this on their own.

Why it matters

Out of the box, Google Ads treats every lead as identical. One form submission equals one "conversion," whether the person was a tyre-kicker or your best customer of the year. So the algorithm chases whatever is cheapest to acquire — and quietly fills your pipeline with the wrong people while your reports still look busy.

Even a plain spreadsheet of closed-won deals plus their value beats that completely. The moment Google can see that the click on Tuesday became a €12,000 deal and the click on Wednesday went nowhere, its bidding has something real to aim at. You stop optimising for "more form-fills" and start optimising for "more revenue" — the entire idea behind value-based bidding. You don't need perfect data or a fancy integration to get most of the benefit.

What your CSV needs

The file is simpler than you'd expect. PipeValue looks for three things, and your export almost certainly has them already:

A way to match the deal to a click. Usually the customer's email address — the same one they used on your form. If your spreadsheet happens to store a Google click ID (gclid), include it too, but email on its own is enough.
The deal value. The euro amount of the deal you closed. This is the number Google will optimise toward, so it's the most important column.
The close date. When the deal was won, so the value lands against the right time window.

Our plain-English explainer on offline conversions covers what these conversions are and why they help. On privacy: any email in your file is hashed before it reaches Google — a one-way scramble, so no readable personal data leaves PipeValue. We're built and hosted in the EU, extra columns are ignored, and you can delete an uploaded file from your account whenever you like.

How it works

There's no engineering project hiding behind this. It's four small steps:

Export your closed deals. Pull a list of won deals out of your spreadsheet or sales tool — email, value, close date — and save it as a CSV.
Map your columns to value. Drop the file into PipeValue and tell us which column is the email, which is the euro amount, and which is the close date. It takes about a minute, and we remember the mapping next time.
PipeValue uploads it to Google. We send each deal up as an offline conversion using Enhanced Conversions for Leads, which feeds Smart Bidding strategies like target ROAS and Maximise conversion value — so Google bids toward the deals worth the most.
Repeat weekly, or automate it. Upload a fresh file whenever you close new business, or connect a Google Sheet or shared folder and we'll pick up new rows on a schedule, hands-free.

When to graduate to a live CRM connection

The CSV route is the perfect starting point, and for many teams it's all they'll ever need. But if you're closing deals often, want values to flow the same day a deal is won, or you'd like to bid on signals beyond closed-won — like deal stage or ideal-customer fit — that's the moment to move to a live connection. When you're ready, browse our integrations to connect your CRM directly and let real values stream in automatically, no weekly upload required.

FAQ

What columns does my CSV actually need?
Three things, and they're probably already in your export: a way to match the deal back to a click (an email address or a gclid), the deal value in euros, and the close date. That's the whole recipe. Anything extra in the file is simply ignored, so you don't have to clean it up first.

Do I have to upload a new file every week?
Only if you want to do it by hand. You can drag a fresh CSV into PipeValue whenever you close new deals — many teams do this weekly. If you'd rather not think about it, point us at a Google Sheet or a shared folder and we'll pick up new rows automatically on a schedule, so the uploads keep happening without you.

Is it safe to upload customer emails in a spreadsheet?
Yes. Email addresses are hashed before they're ever sent to Google, which is exactly what Google's matching requires, so no readable personal data leaves the building. PipeValue is built and hosted in the EU, and you can delete an uploaded file from your account at any time.

What if I don't have a gclid, only emails?
Emails alone are enough. PipeValue uses Enhanced Conversions for Leads, which matches a deal back to the original Google click using the hashed email captured when the person filled in your form. A gclid makes matching even tighter, so include it if your CSV has one — but it isn't required.