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Why Link Google Ads With Search Console and Google Analytics

9 min read

Linking your Google Ads with Search Console will give you more data. Google Search Console works together with Google Ads to use analytics to get you data about the performance of your ads. If used currently, it will help you utilize search engine optimization (SEO) in the future. Search Console will give you queries and keywords to reference for the future.

This is incredibly helpful for someone who is beginning to use Google Ads or SEO tools. Not only do you get data about how your ad has done, but you can see what to do in the future to promote both paid and organic growth. This allows you to go back and make adjustments for the future, making these programs integral for anyone looking to utilize SEO or pay-per-click (PPC) marketing for their business.

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Purpose of Google Ads and Search Console

Google Ads is an online advertising site that allows businesses to promote their products on Google and other sites across the web. With their specialized services, Google Ads will enable users to choose specific goals for their ads, such as specific demographics. Furthermore, with Google Ads, business owners can customize their ads, choose their price, choose their target audience, and start or stop the advertising at any time.

Google Search Console (GSC) is another Google tool that provides business owners with tools and support for their online advertising. It helps business owners monitor, uphold, and improve a site’s appearance. The reports provided by GSC help measure site traffic, track organic growth, and fix site performance. In addition, this provides users with analytics on potential search queries, site impressions, and site clicks.

How they work together

Together, these tools help business owners with organic growth and data analysis. If you already have a Google Ads account, consider connecting it to GSC, as it is a free tool offered by Google. Together, the two give you access to more data to get better results.

Even though both tools provide you with data, they measure different things. Google Ads offers a tool called Google Analytics. This tool is more user-based. It helps you better understand your customers’ behaviors, website traffic, and user experience.

Google Search Console is a bit different. It still provides data; however, the data is detailed information on your website’s performance in terms of search result performance and reach. Google Console also helps with any fixes that may be necessary.


The main reason to link Google Ads with Google Search Console is the data that you will get. By linking the two, you get access to different data and values that you do not get before you link the two. You begin to get keywords and search queries.

These two aspects will help you continue to effectively market using SEO techniques in the future. Getting access to these analytics gives you more accuracy and sophistication, allowing you to write more successful ads for organic growth.

How to use them

These tools can be used through Google Ads. To get a GSC account, you must have a Google Ads account that you are running ads through. If you have a Google Ads account, you can connect the two of your accounts in order to get more data and information regarding your growth.

When using Google Ads, you must first sign up through their website. You will need to create a Google account if you do not already have one. Once your account is set up, you must set up an ad campaign.

This is the part where you choose your target audience, your budget, and your keywords. After this, you need to write and launch your ad. After some time, Google Ads will provide you with a dashboard of data regarding your campaign.

Google Search Console is free, unlike Google Ads. In order to use Google Search Console, you must also have a Google account. It is advised that your GSC and your Google Ads account are linked to obtain the most data and enhance your marketing strategy.

Benefits of linking Google Ads and Google Search Console

There are three main benefits to linking Google Ads to Google Search Console. These benefits include more keywords and Queries data, the ability to compare paid and organic growth, and the ability to check performance against other bidders.

When considering the added keywords and queries, a business owner had to consider how SEO has been used. If you are a business owner who has used SEO, this feature and data can help you rank higher on Google in the future. In addition, this data will help you understand trends, including which keywords do well.

The ability to compare paid and organic growth is crucial for anyone using Google Ads. If you put out an ad, you are most likely paying money. However, if you can promote organic growth from your ad, it can be more affordable and increase your profit. While using SEO, you will have both paid and organic keywords.

GSC paired with Google Ads allows you to see how well your paid and organic keywords are growing. This tells you where most of your customers are coming from, so you can market towards them in the future. This also gives you data to know how much to adjust your marketing strategy while sticking to your budget.

Finally, GSC gives you the ability to check your performance against other bidders. SEO marketing is a constant fight to rank higher than others in your niche. Using GSC, you will get data that tells you how well you are doing against other bidders. You can then use this information to help fix your marketing strategy to rank higher if you are underperforming.

How to Connect Google Ads and Google Analytics

Similarly, when you link a Google Ads account to the provided analytics, you will want to link your Google Ads account to the search console. However, before connecting the two, you must meet some requirements.

You must have administrative access to your Google Ads account. You also need to create a Search Console account. On the Search Console account, you must be listed as the website owner. Once you complete these requirements, you need to link the two accounts.

1. Access “Linked” accounts from your Google Ads dashboard by clicking the “tools” button.

Linked’ accounts from your Google Ads

2. Look for “Search console” from the options that appear from the “Linked accounts” dropdown.

Look for ‘Search console’

3. Click the “Link” button in the lower corner of the pop-up window.

Click the ‘Link” button

4. Enter your website address and click the “Continue” button.

Enter your website address

5. The Search Console is now linked to your Google Ads account. If your attempt to link the two, you should see this:

The Search Console is now linked

Enjoy! And grow faster with Google ads!

Do you want to learn more about advertizing with Google?

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About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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