---
title: Markin + Google Ads
url: https://markin.ai/integrations/google-ads
category: Paid media and audiences
description: Connect Markin to Google Ads: push value-based audiences and suppression lists driven by incremental value, not list membership.
---

# Markin + Google Ads

> Suppress the spend that would have converted anyway.

**Job:** Stop paying to reach customers who were going to convert anyway.

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 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

- Read campaign, spend and conversion data.
- Estimate incremental value per customer, not attributed value.
- Exclude customers whose conversion was already likely.
- Write Customer Match audience membership with consent respected.
- Suppress the randomised holdout from paid reach.
- Rebalance reactivation spend towards recoverable cohorts.
- Read conversions back keyed to the decision ID.
- Report incremental revenue per euro of spend.

## The growth work behind Google Ads

### Read the estate

- 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

- Spot pricing and packaging mismatch between what people buy and what they use.
- Spot product friction that correlates with downgrade and cancellation.

### Explain why

- 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

- Write hypotheses continuously across marketing, product, pricing and technical health.
- Attach the expected revenue effect and the population it applies to.

### Decide per customer

- 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

- 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

- 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

- Show the whole decision trail when legal, finance or an auditor asks.
- Hand the team a portfolio they can read, question and overrule.

Full catalogue: [Everything a growth team does, running every day.](https://markin.ai/growth-work)

## Activation patterns

- **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 Markin reads from Google Ads

- Campaign spend and conversion exports

## What Markin writes back

- Customer Match audiences for expansion
- Suppression audiences for customers who need no paid contact

## Used together with

- [ga4](https://markin.ai/integrations/ga4)
- [bigquery](https://markin.ai/integrations/bigquery)
- [meta-ads](https://markin.ai/integrations/meta-ads)
- [shopify](https://markin.ai/integrations/shopify)
- [klaviyo](https://markin.ai/integrations/klaviyo)
- [snowflake](https://markin.ai/integrations/snowflake)

## Related

- [Solution: revenue-expansion](https://markin.ai/solutions/revenue-expansion)

## FAQ

**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.

Source: https://markin.ai/integrations/google-ads