Markin + Google Ads integration
Suppress the spend that would have converted anyway.
What is a Google Ads AI agent?
A Markin and Google Ads setup decides which customers are worth paying to reach again and writes them as audience membership, so spend goes to people whose behaviour would not have happened anyway.
Paid retargeting of customers who would have returned anyway is one of the largest measurable wastes in B2C. Suppression driven by uplift, not propensity, is usually the fastest win in the whole estate.
What Markin reads
- Campaign spend and conversion exports
What Markin writes back
- Customer Match audiences for expansion
- Suppression audiences for customers who need no paid contact
How the connection works
| Pattern | What it means here |
|---|---|
| Attribute write-back | Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval. |
What can you ask Markin to do in Google Ads?
- How do I stop wasting Google Ads spend on customers who would convert anyway?
- How do I build retention audiences from first-party data?
- How do I measure the incremental value of retargeting?
- Which customers are worth a paid reactivation?
What Markin does in Google Ads
- 01Read campaign, spend and conversion data.
- 02Estimate incremental value per customer, not attributed value.
- 03Exclude customers whose conversion was already likely.
- 04Write Customer Match audience membership with consent respected.
- 05Suppress the randomised holdout from paid reach.
- 06Rebalance reactivation spend towards recoverable cohorts.
- 07Read conversions back keyed to the decision ID.
- 08Report incremental revenue per euro of spend.
Scope of work
The growth work behind Google Ads
The list above is what Markin touches in Google Ads. A connector is only the surface. Below is the work itself: what an analyst, a lifecycle manager, a data scientist and an experimentation lead would do between them, running continuously against your own data.
Read the estate
Normally a data engineer, once, then never refreshed.
- Read contact history so past sends count as pressure on the customer.
- Track catalogue, pricing and plan changes as they happen.
Find where revenue is leaking
Normally a quarterly analyst deep dive.
- Spot pricing and packaging mismatch between what people buy and what they use.
- Spot product friction that correlates with downgrade and cancellation.
Explain why
Normally a two-week investigation pulled off the roadmap.
- Keep the query trail so an analyst can reproduce every number.
- Run the investigation automatically and return the drivers with their evidence.
Write hypotheses worth funding
Normally a workshop, limited to the ideas in the room.
- Write hypotheses continuously across marketing, product, pricing and technical health.
- Attach the expected revenue effect and the population it applies to.
Decide per customer
Normally segment rules refreshed when someone has time.
- Arbitrate between every action competing for that same customer.
- Apply frequency caps, fatigue and quiet hours before anything is committed.
Execute in the tools you already run
Normally a ticket, then a slot in next month's calendar.
- Write decisions into the CRM, engagement and warehouse systems already in production.
- Trigger journeys and campaigns that your lifecycle team owns and can edit.
Prove it caused the revenue
Normally argued about, rarely measured.
- Hold back a randomised control group on every decision, not one global holdout.
- Read uplift in revenue per customer against that control.
Retire, govern and hand over
Normally nobody's job, so nothing is ever switched off.
- Show the whole decision trail when legal, finance or an auditor asks.
- Hand the team a portfolio they can read, question and overrule.
Google Ads questions
- How does Markin connect to Google Ads?
- Attribute write-back. Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval.
- What does Markin read from Google Ads?
- Campaign spend and conversion exports.
- What does Markin write back into Google Ads?
- Customer Match audiences for expansion Suppression audiences for customers who need no paid contact
- Do we have to move our data to Markin?
- No. Markin reads from your warehouse, product events and operational systems in place, on your compute, under the access rules your data team already set. Nothing is copied into a separate customer base and there is no vendor-side profile store to migrate off later.
- Does Markin replace our engagement platform or CDP?
- No, and it should not. Your engagement platform keeps the channel, the templates, the deliverability and the governance. Your CDP keeps identity and consent. Markin adds the layer neither has: deciding which action deserves to exist for each customer, and proving it against a holdout.
- What if the system we use is not listed?
- The four activation patterns cover almost everything: attribute write-back, triggered event, decision API and direct surface rendering. Any system that exposes an API, accepts a table, or can read a warehouse column can receive decisions. New connectors are built during deployment, typically in days.