Step 1: Design your landing page

• [ ] Create an RFQ landing page tailored to key stakeholders
• [ ] Include callouts for important stakeholders

Step 2: Set up conversion tracking

• [ ] Open Google Ads
• [ ] Submit your RFQ landing page URL
• [ ] Create a conversion action
• [ ] Enable Enhanced Conversions for leads

Step 3: Create your paid search ad

• [ ] Write headlines aligned to B2B proof points
• [ ] Write descriptions aligned to B2B proof points
• [ ] Link the ad directly to the RFQ landing page

Step 4: Capture Google Click ID (GCLID) for offline attribution

• [ ] Enable auto-tagging in Google Ads so GCLID is appended to all ad click URLs
• [ ] Capture the GCLID on the RFQ form
• [ ] Store the GCLID in your CRM for every lead

Step 5: Record B2B buyer journey stages in CRM

• [ ] Define and track stages
  • [ ] Click: User interacts with your ad
  • [ ] Lead: Completes a conversion action such as RFQ form, sample request, or compliance document download
  • [ ] Marketing Qualified Lead (MQL): Matches target profile and shows intent by requesting a quote
  • [ ] Sales Qualified Lead (SQL): Meets qualification criteria such as budget, authority, need, and timeline. Sales confirm after outreach
  • [ ] Opportunity or Quote: Sales issues a formal proposal or negotiates a quote
  • [ ] Closed-won: Converted customer with signed agreement or PO
• [ ] For each stage, record the following fields
  • [ ] Google Click ID (GCLID)
  • [ ] Conversion Name (use stage name: Lead, MQL, etc.)
  • [ ] Conversion Time (YYYY-MM-DD HH:MM:SS±HH:MM in required timezone)
  • [ ] Conversion Value (value from SQL through Closed-won)
  • [ ] Currency (ISO code, e.g., USD, NGN, CAD)
  • [ ] Order ID (unique, persistent per stage, e.g., SQL-2025-0021)