The Google Pro (Jyll Saskin Gales)

From Click To Closed Deal: What's Missing In Google Ads Accounts | Aashna Makin | PPC Zone June 2026

The June 2026 PPC Zone session highlighted a critical blind spot in most Google Ads accounts: the post‑lead journey. Host Jill Saskin Gales introduced Aashna Makin, who argued that advertisers obsess over leads, meetings booked, and cost‑per‑lead metrics while ignoring the downstream steps that actually generate revenue. Makin broke down a typical B2B funnel—lead form, meeting booked, meeting held, opportunity created, deal closed—and showed how the conversion rates collapse at each stage. A 50% meeting‑booking rate can mask a 37% show‑up rate and a sub‑25% close rate, turning what looks like a successful campaign into a costly pipeline leak. She emphasized that AI‑driven bidding tools like Performance Max or AIAX must be fed revenue‑qualified signals, not raw lead counts. By integrating CRM data (e.g., HubSpot) back into Google’s optimization loop, marketers can score leads, adjust bids, and prioritize prospects that truly move toward closure. The takeaway for agencies and in‑house teams is clear: the future of PPC belongs to those who close the feedback loop between marketing and sales. Only by treating every click as a data point that culminates in a closed deal can advertisers justify spend and sustain growth.