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How to Onboard a Client's Google Channel

Connect a client's Google accounts and let BuyerBridge build the campaign foundation, the feed, tracking, and account assets, so the account is ready to deploy.

Onboarding a client's Google channel in BuyerBridge connects their Google accounts, builds the inventory feed, sets up clean conversion tracking, and generates the account-level assets Google needs. Once it's done, the account is ready to deploy Search, PMax, and Vehicle Listing Ad campaigns. This guide walks the full setup. For the big picture on Google in BuyerBridge, start with the Google Tools 101 hub.

💡 Note: This is the setup for a client's Google channel. It's separate from creating your own agency account in BuyerBridge.

Quick Links

🚧 Before You Get Started

➡️ Before you connect Google to BuyerBridge, make sure you have one master Google login that has access to the client’s:

  • Google Business Profile
  • Google Ads account
  • Google Analytics (GA4)
  • Google Merchant Center
  • A square business logo. Google requires a logo to run ads, so a campaign will not deploy without one.

‼️ Tip: Know where to find the client's Merchant Center ID and Google Ads account ID ahead of time. Both live in the account settings of each tool, and having them on hand keeps onboarding moving.

Step 1: Connect the Google Business Profile

Search for and select the client's Google Business Profile. This connects the dealership's location and business details, which Google uses for local targeting and store visit tracking.

Step 2: Set Sitelinks and the Store Code

BuyerBridge scrapes the client's website to pull key pages and build sitelinks, the extra links that appear beneath a Search ad. It also sets the store code that ties the account to the right location.

💡 Note: Building sitelinks by hand used to take the ad team significant time per store. BuyerBridge does it from the client's site automatically.

Step 3: Set Up the Feed and Merchant Center

BuyerBridge creates the client's vehicle feed and Merchant Center catalog, then links everything together:

  • The Google Business Profile to Merchant Center
  • The Google Ads account to Merchant Center

This feed powers Vehicle Listing Ads and the inventory side of PMax, and it stays synced to the client's live inventory.

Step 4: Connect Google Analytics (GA4)

BuyerBridge finds and connects the client's GA4 property. GA4 is where the conversion events live, so this step sets up the next one.

Step 5: Set Conversion Tracking

This is the most important step, and the one that keeps a client's numbers trustworthy.

Many dealers fire the same conversion twice from two different sources. For example, a click-to-call event and a separate ASC click-to-call event, or a form lead and a separate ASC form lead. If both count, the client's conversions are doubled and the campaigns optimize on bad data.

BuyerBridge reads the GA4 events, flags the duplicates, and has you choose one primary source for each conversion. BuyerBridge is the recommended source and is highlighted for you. Picking one primary source stops the double-counting.

This step also sets the client's conversion goals, which tell Google Ads what counts as a lead so the campaigns bid toward it. The standard goals are:

  • Phone calls (click-to-call, plus calls from ads)
  • Form submissions
  • Store visits (added automatically once location data comes in)
  • Contact (chat widget leads)

💡 Note: If the client runs their own conversion tracking, choose the option to manage their own events. BuyerBridge will not create events, and nothing is changed on their side.

Step 6: Review Account-Level Assets

BuyerBridge generates the account-level assets Google needs, so you are not building them by hand:

  • Phone number (required)
  • Sitelinks (from Step 2)
  • Callouts (short highlights, generated for you)
  • Structured snippets (generated for you)
  • Business logo (required to deploy)

Review each one and adjust if you want. The logo is the piece to double-check, since a campaign will not deploy without a square logo on the account.

Step 7: Finish and Get Ready to Deploy

Confirm everything looks right, and the client's Google channel is ready. From here you can deploy campaigns from a Playbook.

 

‼️ Tip: Because conversion tracking and the account assets are handled here in onboarding, deploying a campaign later is a short, guided flow.

What Happens Next

With the channel onboarded, you can deploy the client's first campaigns:

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