Connecting Pearl Diver to Google Ads lets you target high-value prospects with your Pearl Diver leads, and retarget visitors based on the behavior and intent data collected on your website.

✅ Prerequisites

• A Google Ads account and valid login credentials.
• An audience connected in Pearl Diver for the data you want to send, with the "Google" action selected.

Connect Google Ads to Pearl Diver

1. Log in to Pearl Diver.
2. Click the + icon next to Actions, on the right side of the dashboard homepage.
3. Click Google Ads in the left-hand navigation.
4. Click Authorize. This prompts you to log in to your Google account.
5. A new window opens to authorize the integration. Select the Google account associated with the ad account you want to connect, it needs full access to the ad account you want Pearl Diver to upload data to.
6. Click Continue.
7. Check the box to grant Pearl Diver full access to upload data to your Google Ads account. Pearl Diver never deletes accounts or data in your Google account. Click Continue.
8. You'll see a Pearl Diver confirmation page. Close this window to continue.
9. Once closed, Pearl Diver retrieves the ad accounts your Google account has access to. In the Ad Account dropdown under Authorized As, select the account you want to send audience data to, then click Update.

A green check in the bottom right corner of your dashboard confirms the integration succeeded.

Send your website visitors to Google Ads (optional)

This step needs a Pearl Diver tracking pixel. In the Audience Configuration section, below Action Configuration, open the dropdown to Add New Audience. To send all website visitors, select All Leads and click Update.

Where to find your audiences in Google Ads

In Google Ads Manager, go to Tools → Shared Library → Audience Manager.

Data imports daily around 2:30 p.m. EST and can take a few hours to complete matching, then a few more days before contacts show up on the platforms where Google Ads displays its adverts. Old data is removed automatically so only the most relevant contacts remain.

FAQ

Should I use many-to-one or one-to-one mapping?
When you first authorize Google Ads in Pearl Diver, the system defaults to 1:1 audience mapping, the recommended setting when sending multiple audiences so you can identify each one in Google.

1:1 (one-to-one) mapping
A direct connection between a single Pearl Diver audience and a single Google Ads audience, named "PDV | [Audience Name]." A Pearl Diver audience can only sync to one Google Ads audience, and vice versa, giving each Google Ads audience precise, clearly defined targeting. This suits use cases where audiences need to stay distinct, such as "High Intent Visitors," an industry-specific segment, or "Frequent Visitors." Pearl Diver updates the mapped audience automatically, adding new contacts daily and removing contacts after 7 days (or based on your configured retention). For example, a "High-Intent Buyers" audience in Pearl Diver maps directly to a Google Ads audience of the same name, used for campaigns aimed at customers ready to purchase.

Many-to-one mapping
Multiple Pearl Diver audiences sync into a single Google Ads audience, named "Pearl Diver" by default. This is useful when you want to consolidate data for broader campaign targeting, for example combining "High Engagement Visitors" and "Frequent Visitors" into one "General Retargeting" audience.

Can I use Pearl Diver intent data in Google Ads, given its rules about third-party data?
Yes. Pearl Diver provides second-party data through a direct integration with Google Ads, not third-party data. The data is sourced with full consent from trusted partners, which meets Google's requirements for audience creation. Ask us if you'd like more detail.

How long does the audience retain data, and does it update automatically?
Yes. The Pearl Diver Intent Audience updates dynamically, adding new contacts to the mapped Google Ads audience daily and removing contacts after 28 days.

Need help? Visit the Pearl Diver Help Centre or book a support session with the team.