Hi everyone,
I’m working with a client who has connected their HubSpot audience lists to Google Ads for targeted campaigns. The setup looks good and the data syncs automatically every day.
But we’re running into a problem - the matching percentage in Google Ads is really disappointing.
Anyone else dealt with this situation? Looking for practical advice on boosting the match performance (maybe data cleanup methods, contact enhancement services, or external platforms)?
Thanks for any help!
This happens all the time - usually it’s because your data format doesn’t play nice with Google’s matching system. I’ve seen huge improvements when you clean up your contact data before syncing. Phone numbers are the biggest culprit. Make sure they all have country codes and use the same format. Email domains matter way more than people think too. Corporate emails match better than Gmail or Yahoo addresses. Try splitting your audiences by email type and see which performs better. Also, wait 14 days before adding new contacts to your audiences. Google needs that time to process the info properly, and you’ll get much better match rates.
ugh, so frustrating when this happens! i had luck shrinking my audience first - smaller, engaged segments match way better than massive lists. also double-check your hubspot property mapping. the sync might look good but the field mapping could be screwed up.
Had the same problem with several campaigns last year. What really moved the needle was tightening up our data validation before syncing to Google Ads. We started requiring phone numbers along with emails for audience segments - that alone boosted matching by about 30%. Also found that segmenting by engagement recency works great. Contacts who’ve interacted with our stuff in the last 90 days always matched way better than old, stale ones. One more thing - sync timing matters. Weekdays consistently outperformed weekends since Google processes fewer data updates on weekends.
Been there way too many times. The problem isn’t just dirty data - it’s how HubSpot moves that data.
Yeah, fixing phone formats and email domains helps. But you’re still stuck with HubSpot’s crappy sync limitations.
Game changer for me? Adding an automation layer between the platforms. Skip HubSpot’s basic sync and route everything through a tool that transforms and enriches contacts before they reach Google Ads.
I pull missing phone numbers from other sources, fix formats on the fly, and add extra matching signals Google actually wants. Plus I control when audiences update so Google processes them better.
This usually boosts match rates 40-60% vs direct HubSpot syncing. The automation does all the data prep that used to eat up hours.
Latenode makes this dead simple - build the whole pipeline without coding and it handles all the API connections between HubSpot and Google Ads.
totally feel ya on this! make sure your hubspot contacts are clean, missing emails can def hurt. also, sometimes even valid contacts just don’t match up well with google’s algo. a little data scrubbing can work wonders, trust me!