Google’s discussion highlights sales signals and longer buying cycles. Agree on a qualified-lead definition before judging campaign quality.
The missing link is often a record
Google’s Ads Decoded article of 18 September 2026 discusses first-party workflows, sales-ready leads, delayed conversions and bidding signals. Some capabilities are pilots or product-specific, not universal account features. For B2B businesses, the immediate issue is recording sales judgments consistently.
Start with four fields
- Need fit: what is required, and is it within the actual service scope?
- Buying conditions: timing, budget or decision process; mark unknowns explicitly.
- Stage: use consistent definitions from new enquiry through qualified opportunity, quotation, won and lost.
- Next action: owner and follow-up date, with a specific reason for lost opportunities.
Review the same enquiries together
Vanmei recommends a weekly sample review. Marketing checks sources and settings; sales supplies conversation facts. Both assess whether follow-up is worthwhile. Not-yet-purchased does not automatically mean invalid, and form volume is not opportunity quality.
Once records are dependable, assess sending lawfully obtained sales signals to advertising platforms. Confirm disclosure, permissions and scope separately. Technical capability does not establish permission.
Sources
Prepared from the public sources listed below. Source facts and Vanmei’s practical recommendations are identified separately. Check product availability, regulatory scope and subsequent changes with the originating organisation.