Restoration of purchase conversions in Google Ads through BigQuery

Problem
Purchases were recorded in GA4 but stopped being transmitted to Google Ads. Campaigns lost a key signal, and Smart Bidding effectively stopped optimizing properly.

Solution
Instead of a long debug of the GA4 - Ads integration, the transmission of purchases was restored through BigQuery - Google Ads as an offline conversion import based on SQL.

What was done

Retrieved purchases from GA4 raw events in BigQuery

Collected click identifiers gclid / wbraid / gbraid + value, currency, transaction_id

Created a new offline conversion action in Google Ads

Imported historical data, checked deduplication and event matching

Result

Approximately 90 purchase conversions were restored for the historical period

Smart Bidding began learning again on real sales

Stabilization of campaigns and the first normal changes occurred within 3–4 days

The algorithm did not start from scratch, which saved the budget on retraining

#GoogleAds #GA4 #BigQuery #SQL #OfflineConversionImport #SmartBidding #Ecommerce #Tracking #Analytics #Attribution #ConsentMode #PerformanceMarketing #DataDrivenMarketing