Export guide

Three files · About 10 minutes · Last 90 days

Pipeyield needs two reports from Google Ads and one export from your CRM. Use the same date range, the last 90 days, for all three, and save them as CSV.

1. Google Ads: keyword report

  1. In Google Ads, open Campaigns → Audiences, keywords and content → Search keywords.
  2. Set the date range to Last 90 days and select all Search campaigns.
  3. Make sure these columns are showing: Keyword, Match type, Campaign, Ad group, Cost, Clicks, Conversions.
  4. Click the download icon and choose .csv.

2. Google Ads: search terms report

  1. Open Campaigns → Insights and reports → Search terms.
  2. Keep the same date range: Last 90 days.
  3. Columns: Search term, Match type, Campaign, Ad group, Keyword, Cost, Clicks, Conversions.
  4. Download as .csv.

If a menu has moved, type "Search terms" or "Search keywords" into the search bar at the top of Google Ads. Google hides some low-volume search terms for privacy, so this report's total spend can be a little lower than the keyword report's. That's expected.

3a. HubSpot: contacts from paid search

  1. Go to CRM → Contacts.
  2. Add two filters: Original source is Paid search, and Create date is in the last 90 days.
  3. Edit the columns so the view shows: Record ID, Create date, Original source, Original source drill-down 1, Original source drill-down 2, Lifecycle stage, Lead status, and your disqualification-reason property if you have one. Remove name, email and phone columns from the view.
  4. Click Export, choose CSV, and leave "Properties and associations in your view" selected.
  5. HubSpot emails you a download link. It stays valid for 30 days.

For paid search, "Original source drill-down 2" holds the search term. Open one paid contact first. If that field is empty, see incomplete tracking.

3b. Pipedrive: deals or leads from Google Ads

  1. Open Deals (or Leads) in list view.
  2. Filter to items created in the last 90 days whose source is Google Ads, using Source channel or your own source field.
  3. With the gear icon, show: ID, Created, Source channel, your keyword or UTM fields, Stage, Status, Lost reason, Label. Hide person name, email and phone.
  4. Click … → Export filter results → CSV.

Pipedrive doesn't store the ad keyword by default. If your web forms pass utm_term or a click ID into a custom field, include that column. If not, your report will be at campaign level until the tracking is fixed.

3c. Salesforce, any other CRM, or a spreadsheet

Any lead list works if it has one row per paid lead from the last 90 days, with these columns:

ColumnWhat it holdsNeeded
Created dateWhen the lead came inYes
KeywordThe search term or keyword the lead came from, often a utm_term fieldYes
StatusWhat sales decided: qualified, rejected or still open. Common words work, such as "Closed - Converted", "Qualified / Unqualified" or "Good / Bad".Yes
Campaignutm_campaign or the campaign nameOptional
ReasonWhy sales rejected the leadOptional

Salesforce: create a Leads report filtered to your Google Ads leads and the last 90 days, with Create Date, Lead Status, your UTM fields and the unqualified reason. Then choose Export → Details Only → .csv.

Spreadsheet: name the columns Date, Keyword, Status, Campaign and Reason, and save it as CSV.

Before you upload

You don't need admin rights in Google Ads to download reports. In most CRMs, exporting needs export permission. If you don't have it, ask your admin for the export file instead of a login.

If your tracking is incomplete

Keyword advice needs at least half of your paid leads to be matched to a search term or keyword. Below that, your report covers campaigns, and its "Tracking to fix" section shows which setting to change. The usual causes are: