Running ads · Updated October 11, 2026
Does HubSpot support Google Ads enhanced conversions?
Updated October 11, 2026
Yes. As of October 2026, HubSpot's ads tool sends Google Ads enhanced conversions from HubSpot form submissions and from lifecycle stage changes, on Marketing Hub Starter or higher. HubSpot hashes the email and other contact fields itself. It fails quietly when the ad account is linked through a manager account or a form was never chosen as an event.
If you pay for Marketing Hub Starter or higher, use HubSpot's own conversion events
If your forms are HubSpot forms and you have Marketing Hub Starter, Professional or Enterprise, HubSpot can send enhanced conversions to Google Ads for you. Nobody has to write hashing code or a Tag Manager listener. Checked against HubSpot's knowledge base on 11 October 2026.
HubSpot says it hashes the contact data with SHA-256 before it leaves HubSpot, which is the same one-way hash Google asks for. You choose which fields to share. HubSpot recommends at least the email, and says at least one field must be ticked for enhanced conversions to work.
There are two kinds of event. A form event tells Google a lead happened. A lifecycle stage event tells Google, days or weeks later, that a lead became a qualified lead or a customer. A business that runs its pipeline in HubSpot usually wants both.
- Form submission event
- Fires when someone sends a chosen HubSpot form on your site. It works with the Google pixel on the page, and HubSpot sends the hashed email, phone, name and address to improve the match. You can create a new conversion action or attach the form to one you already have.
- Each HubSpot form can be the trigger for one event only.
- Lifecycle stage event
- Fires when a contact moves to a stage you pick, such as Lead or Customer. HubSpot sends it as a conversion, matched by the Google click ID if the contact has one, or by hashed contact data. The value can be a fixed amount or the deal amount.
- Only stage changes after you create the event are sent. Nothing is backfilled.
Enhanced conversions for web
Offline, matched by hashed data
For example
A dental practice on Marketing Hub Starter has a new patient form and a callback form, and tracks three stages: Lead, Opportunity and Customer. Two form events plus three lifecycle events is 5, exactly Starter's limit. Adding a third form, or a fourth stage, means dropping an event or moving up to Professional.
What does the free version of HubSpot do with Google Ads?
On any plan, including the free tools, HubSpot lets you connect a Google Ads account, install the Google pixel on pages that carry HubSpot's tracking code, and see which contacts came from which ad. Conversion events are the part that needs Marketing Hub Starter or higher, so a free account does not send enhanced conversions on its own.
A HubSpot product blog post from November 2022 described this feature as a beta for selected Professional and Enterprise customers. HubSpot's current help article, updated 29 September 2026, lists Starter, Professional and Enterprise. The newer page is the one to trust.
Is a lifecycle event a click ID import or enhanced conversions for leads?
HubSpot does not use the phrase enhanced conversions for leads. It says lifecycle events sync using Google's Enhanced Conversions and calls them offline conversions, and Google's name for an offline conversion matched by hashed email or phone is enhanced conversions for leads. So the answer to whether HubSpot does click ID imports or enhanced conversions for leads is both: a click ID when the contact has one, and hashed contact data when the contact has it.
Set it up in this order
Connect the account and install the pixel before you create any event
If the ad account is not connected directly and the pixel is not on the page, the events you create later have nothing to work with. Do these first, in this order.
- In HubSpot, click the settings icon, then Marketing, then Ads. On the Accounts tab, click Connect account, choose Google Ads and sign in. You need Admin access to that Google Ads account, and HubSpot accepts individual accounts only, not a manager account.
- In the same settings area, open the Pixels tab and click Add pixel, then choose Google. HubSpot adds it to every page, on HubSpot or on your own site, that carries the HubSpot tracking code.
- If your forms are embedded on a website HubSpot does not host, put the HubSpot tracking code on those pages and add the site's domain to HubSpot's tracking settings. HubSpot marks submissions from domains that are not listed as spam.
- If a Google tag is already pasted into your site's header, do not also add the pixel through HubSpot. HubSpot warns that the pixel "will fire twice which may lead to inconsistent data." Pick one.
After you connect, HubSpot links your account to its own manager account, HubSpot Customer MCC, and emails you to say so. HubSpot says that link is not needed for tracking and can be removed. It is not the same as connecting through your own manager account, which is the setup that breaks form syncing below.
Create each event under Marketing, then Ads, then Create, then Conversion event
If the account and pixel are in place, create one event per form and one per lifecycle stage you want Google to bid toward. In HubSpot, open Marketing, then Ads, click Create and select Conversion event, then choose Google as the ad network.
- For a form: choose Form submission, pick the form, and accept Google's customer data terms the first time. Then choose Create a new conversion action for this HubSpot form or Map HubSpot form to an existing conversion action.
- For a stage: choose Lifecycle stage change, pick the stage, and set a value. Use the Deal amount takes the weighted amount of the most recent associated deal, with a default for when there is none.
- Data sharing: tick at least one field, and HubSpot recommends Email. With nothing ticked, enhanced conversions cannot run.
- Consent: if you record consent in a contact property, select it. HubSpot says Google then uses only consented contacts.
- Primary action: tick Set the event as a primary action in Google for any event you want in the Conversions column and used for bidding.
On the Google Ads side, enhanced conversions has to be on. In Google Ads, open Goals, then Settings, expand Customer data use and tick Turn on enhanced conversions. For form events, HubSpot says it ticks this itself within 48 hours of the first sync.
HubSpot's article is a step behind Google's screen here. It still tells you to pick Google Ads API from a drop-down of setup methods. Google's help now says web and leads are one on and off switch with no method to choose, a change one Google page dates to April 2026 and another to June 2026. Expect not to see the drop-down.
What stops it without an error
If Google shows fewer HubSpot conversions than you expect, check these settings first
If an event exists in HubSpot but Google Ads gets nothing, or less than it should, check these first. Several of them produce no warning, because nothing technically failed.
- The account is connected through a manager account. HubSpot's words: "You can still create the event in HubSpot, but the form data won't sync." The event looks fine in HubSpot.
- The form was never given an event. Only forms you chose as triggers are sent. A new quote form added to the site last month is not tracked until someone creates an event for it.
- The lifecycle event was created after the leads moved. Only stage changes after the event exists are counted, so a new event starts at zero.
- Included in account-level goals is set to No. HubSpot says this setting must be Yes for each lifecycle event, or the stage data does not sync.
- The contact has nothing to match on. A lifecycle event needs either a Google click ID on the contact or at least one shared contact field. A contact who only phoned and was added by hand with a name may have neither.
- The site domain is missing from tracking settings. Submissions from an unlisted domain are marked as spam, so they never become contacts that reach a stage.
If your site has a cookie banner, make sure the Google pixel still loads after people accept
If you require visitors to opt in, HubSpot says its pixels will not use cookies until the visitor confirms consent. That is the banner doing its job. HubSpot does not spell out what a declined banner does to a form event, so test with the banner declined as well as accepted.
A pixel added through Google Tag Manager sits outside HubSpot's banner. HubSpot says pixels installed that way are not automatically covered by its consent banner, so the banner and the tag can disagree.
Google Consent Mode is only automatic on a HubSpot-hosted site. HubSpot's own setup needs a HubSpot-hosted site, its opt-in banner and its Google Analytics or Tag Manager integration. On your own website with HubSpot's banner, HubSpot says a developer has to add Consent Mode by hand. How a cookie banner hides leads in general is covered in the question of why Google Ads misses leads.
Why does the form event need the pixel at all?
HubSpot's article explains that a form event is sent to Google as an enhancement: an addition to a conversion Google already recorded, joined by an order ID, and it must arrive within 24 hours of that original conversion. Reading that, the hashed email has no conversion to attach to if the pixel never recorded the form on the page. This is a reading of HubSpot's documented mechanics, not a sentence HubSpot writes, so test it on your own site.
Does Google's June 2026 API change affect HubSpot?
Google says that from 15 June 2026, offline conversion and enhanced conversions for leads uploads move to its Data Manager API and are blocked in the Google Ads API, except for developer tokens that sent requests between January and June 2026. HubSpot's article, updated in September 2026, still describes its upload in Google Ads API terms and does not say whether it has moved. That is not documented either way, so treat the Events tab and Google's diagnostics, below, as the proof that it works for you.
Other routes
If you are not on a paid Marketing Hub plan, try Google's own HubSpot import
If you do not want to pay for Marketing Hub, Google Ads can pull lifecycle stages from HubSpot itself. In Google Ads, click Goals, then Summary, then Create conversion action, choose HubSpot as the data source and sign in. Google says the conditions must use the Lifecycle Stage field.
Google does not state a minimum HubSpot plan for this, so confirm the connection works on your plan before you rely on it. Google says the first run imports the last 14 days, then each run takes the changes since the last one.
Do not send the same stage both ways. If HubSpot's lifecycle event and a Data Manager import both report Customer, the same customer can be counted twice. That is a judgment from how the two features are described, not a Google warning. Pick one route per stage.
If you embed HubSpot forms and run your own Google tag, listen for HubSpot's form events
If you would rather count HubSpot forms with your own Google tag or Tag Manager, have a developer listen for HubSpot's success event, not the button click, and pass the email to the tag. HubSpot emits a separate event when a submission fails.
Forms built in HubSpot's updated editor announce a successful send on your page as hs-form-event:on-submission:success. HubSpot documents a getFormFieldValues method that returns every field's value, so the email is readable at that moment. HubSpot's help does not say whether these forms sit inside an iframe, but its developer docs tell you to listen for the events on the page itself.
Legacy forms render inside an iframe by default. HubSpot's Set as raw HTML form option, on Marketing Hub or Content Hub Professional or Enterprise, renders them in the page instead. Either way, HubSpot's legacy forms post an onFormSubmitted message to the page that includes the submitted values, email among them.
Choose one counter per form. If your tag already counts a form, HubSpot offers Map HubSpot form to an existing conversion action to enhance that action rather than create a second one. HubSpot does not explain how its upload is matched to a conversion your own tag recorded, so run the test below before you trust the numbers. A custom form on your own site is also a route; it means someone builds and maintains it.
Test it
Send one real test lead, then check HubSpot's Events tab and Google's diagnostics
If you have just set this up, prove it with one test lead before you trust a week of numbers. Use a real email address you control, on the live page, the way a customer would.
- Open the live page, accept the cookie banner if there is one, and send the form. Use Google's Tag Assistant to confirm the Google pixel loaded and the conversion fired.
- In HubSpot, find the new contact. If it is missing, look in spam submissions; an unlisted domain is the usual cause.
- In HubSpot, open Marketing, then Ads, then the Events tab. A Needs Attention section at the top lists any event that has stopped syncing. Click an event to see its error messages.
- Move the test contact to a tracked lifecycle stage, so the stage event has something to send.
- After a day, in Google Ads open Goals, then Summary, hover over the action's status and open Diagnostics. A status of Check enhanced conversions means a problem, and Urgent means the setup is not active, for example tags not firing or missing contact data.
Do not expect HubSpot and Google to show the same count. HubSpot counts contacts and Google counts conversions, so one visitor who sends a form 10 times can be 10 conversions in Google and one contact in HubSpot. Google also counts a HubSpot event only if it can tie it to a Google Ads campaign. HubSpot adds that its support can pull sync logs only when an error exists, so a gap with no error is yours to trace.
Volume matters too. Google says enhanced conversions is most helpful at 20 or more conversions a week, counting leads from every source. A business well below that should still turn it on, but judge it on booked jobs over a few months, not on one week's conversion count.