Ads Decoded Beyond the form fill: Mastering lead quality in the AI era
Mar 25, 2026
Lydia Azaret, Product Manager at Google focused on lead gen measurement and journey-aware bidding. Mimi Forsythe, Global Head of Lead Gen Solutions at Google building products and strategies to improve lead quality. They discuss mapping full online-to-offline customer journeys. They cover value-centric measurement, Data Manager for CRM connections, Enhanced Conversions for Leads, journey-aware bidding, and creative tactics to boost lead quality.
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Prioritize Data Strength With First Party Signals
- Prioritize data strength by feeding Google Ads the most comprehensive first‑party signals you can.
- Mimi Forsythe recommends closing measurement gaps from signal loss to give Google AI the inputs needed to drive ROI.
Send Proxy Or Predictive Values For Leads
- Use value‑centric measurement: send proxy or predictive values when final purchase values are unavailable.
- Mimi illustrates proxy values as lead scores (e.g., car make/model or company size) to signal which leads are higher value.
AI Learns High Quality Leads From Journey Signals
- Google AI improves lead quality by learning what high‑quality leads look like across the whole journey.
- Lydia Azaret explains journey‑aware bidding will use all measured conversions and touchpoints to inform bidding decisions.