Can Bavian use conversions from my CRM or booking system?
Updated 30 October 2026
Yes, once they reach Google Ads. Bavian reads every conversion action in your Google Ads account, whatever sends it: a tag on your website, a phone call tracker, or a sale or booked job imported from your CRM or booking system. Bavian doesn't connect to the CRM itself, so it can't see what happens there until it's in Google Ads.
Services that can send conversions to Google Ads
- CRMs: HubSpot and Salesforce have their own connections to Google Ads. Pipedrive can send won deals through Zapier.
- Field service and booking systems: ServiceTitan, Housecall Pro and Jobber can send jobs through Zapier.
- Call tracking: CallRail and CallTrackingMetrics send calls to Google Ads as conversions.
- Online stores: Shopify sends purchases through its Google & YouTube app.
- Google Analytics: key events can be imported into Google Ads.
These are examples, and how you set one up is in that service's own help pages. If your system isn't listed, ask its support whether it can send conversions to Google Ads, or use Google's offline conversion imports.
Make the real result count
- Connect your system to Google Ads, as above.
- Once Autopilot is on and the import has recorded conversions, ask Bavian in the chat on the Agent page to set the booked job as primary. To set a softer step, such as a form sent, as secondary, use Google Ads, because Bavian keeps your only form action steering bidding.
- In Bavian, open Context in the menu, then the Memory tab, and add a rule such as "A booked job is the only conversion that counts".
Bavian then judges your campaigns on those conversions, and Google's bidding steers by them on campaigns that bid on conversions. If the import carries a value, such as the job's price, Bavian also sees what each campaign brings back for its cost.
Good to know
- Until the import runs, Bavian only sees what Google Ads records today, such as forms and calls. See Which conversions does Bavian optimise for?
- Imported conversions usually arrive days after the click, so the latest days look worse than they will end up. Bavian allows for this when it reads recent results.
- See Does Bavian check my conversion tracking before it changes bids?