Attribution & offline conversions · Healthcare & high-ticket
I’m Lev Brovtsev. I rebuild the measurement layer between your ad accounts and your CRM: the click ID is captured on every lead, and when that lead becomes an admitted patient or a closed deal, the outcome is imported back into Google Ads and Microsoft Ads. Bidding then optimizes toward money you have actually collected — not toward form fills a platform decided to count.
The problem
Your agency’s dashboard says 140 conversions last month. Your intake team remembers eleven consultations and four admissions. Both numbers are “true” — they’re just measuring different things, and the ad platform is only allowed to see the flattering one.
So the algorithm optimizes for what it can see. It finds the campaigns, keywords and placements that produce the cheapest form fills, and it pours budget into them. If those form fills happen to be tire-kickers, price shoppers, or the wrong procedure entirely, nothing in the system objects. Cost per lead falls every month while cost per patient quietly climbs.
This is not an agency being lazy. It’s a measurement gap. Until the outcome that matters travels back to the platform, every bid you place is a guess dressed up as automation.
What I actually do
Click IDs are captured at the landing page, carried through forms, chat and call tracking, and written to a dedicated field on the lead in your CRM. If the ID is lost at intake, nothing downstream can be recovered — this step is where most implementations quietly fail.
Consultation booked, consultation attended, admitted, closed-won. We choose the earliest stage that reliably predicts revenue and still gives bidding enough volume to learn from — usually not the stage your agency has been reporting.
Outcomes flow back on a schedule — natively from Salesforce, or via the Ads API and scheduled uploads for HubSpot, Kipu, Zoho and custom systems. Conversion values carry real revenue, so value-based bidding has something honest to maximize.
Only a click ID, a timestamp, a conversion name and a value leave your systems. No names, no contact details, no clinical information — a materially safer architecture than the pixel setups most clinics are running today.
Target CPA and target ROAS are reset against verified outcomes, budgets move toward campaigns that produce patients, and the ones that produced cheap noise get cut. This is the point where reported performance gets worse and the business gets better.
Cost per admitted patient, by channel, by campaign, reconciled to the CRM. If a report can’t be traced back to a record in your system, it doesn’t go in the report.
Proof
A luxury US healthcare clinic. I inherited a wasteful account, rebuilt it around admitted patients imported from the CRM, then scaled. Relative figures only.
"He closely monitors the full lead generation flow across different systems and CRMs, making sure data is accurate, attribution is clear, and nothing falls through the cracks. Lev consistently follows each lead through the pipeline, checks tracking integrity, and works across platforms to ensure everything is aligned and performing as expected."
"Lev immediately stands out as an exceptional partner to work with over my last 3 years with Google. He uniquely blends high-level, data-driven strategy with deep, hands-on technical skill — precisely the kind of results-oriented partner you want managing significant in-platform investment."
How we work
I map what your account currently counts as a conversion, where the click ID is being dropped, and what your CRM would have to expose to close the loop. You get the roadmap whether or not we work together.
Tracking, CRM fields, call tracking, the import schedule, and the conversion actions in both ad platforms. Done once, properly, with your developer or mine.
Ongoing management across Google, Microsoft and Meta as one system, priced against verified patients. Prepaid monthly, no account managers in between.
Questions owners ask
Offline conversion tracking sends outcomes that happen after the click — a consultation attended, a patient admitted, a deal closed — back into the ad platform. The click ID (GCLID on Google, MSCLKID on Microsoft) is stored on the lead record in your CRM, and when the record reaches a revenue stage that outcome is imported back against the original click. The platform then optimizes toward the outcome you actually sell.
No. Salesforce has a native integration, which makes it the fastest path, but the same loop works with HubSpot, Zoho, Kipu, or a custom CRM through scheduled uploads or the Google Ads API. What matters is that your CRM can store a click ID against the lead and expose the stage at which money is confirmed.
It can be, and it is safer than most pixel setups. Nothing about a patient leaves your systems: what is sent back to the ad platform is a click ID, a timestamp, a conversion name, and optionally a value. No name, no email, no condition, no PHI. The design point is to keep patient data on your side of the line while still letting bidding learn.
Implementation usually takes two to four weeks depending on how your CRM stages are set up. Smart Bidding then needs enough imported outcomes to retrain, which in high-ticket healthcare typically means another 30 to 60 days. It is slower than switching a bid strategy — and it is the only change that makes the bid strategy honest.
Because a platform conversion is a form fill or a call connect, and a modeled conversion is a statistical estimate of one. Neither is a patient. When the CRM outcome is imported, you usually find that a large share of reported conversions never reach a revenue stage — and that the campaigns producing the most conversions are not the campaigns producing the most patients.
Reference: Google Ads offline conversion imports · Microsoft Ads offline conversions · HHS guidance on online tracking technologies
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Get started
A 30-minute call to understand your business, your CRM, and where the measurement gap is costing you. No pitch deck — a straight conversation about what would actually move your numbers.
Prefer to start small? A $500 audit + 90-day roadmap is the fastest way in.
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