Google Ads · Conversions

Google Ads conversions for telehealth brands

Smart Bidding learns from what you send it. Kalman sends paid orders, provider approvals and refills to Google Ads server-side, with a value and without health details.

Signal + AttributionBAA included · free scan, about a minute

Watch the explainer0:48

Kalman → Google AdsSample
Purchasecheckout_paid[$289]
Provider approvedprovider_approved[$1,840]
Refillrefill_paid[$199]
Not sentintake_completedStays home
Fictional brand · Northwind HealthHashed IDs · a value · nothing else

The problem

Your Google conversions stop at checkout.

Google Analytics shouldn't run on intake, and Google's own tag sees a checkout at best. Kalman sends the outcomes that happen later, server-side, so bidding learns from patients, not page views.

TodaySignal: low
Google tag on intakeLoads
Page URLs it seesCan name a condition
Conversion it learns fromForm fill
Provider approvalNever sent
RefillNever sent
Optimizing onForm fills
With KalmanSignal: clear
Purchase[$289] Sent
Provider approved[$1,840 LTV] Sent
Refill[$199] Sent
Google tag on intakeRemoved
Email and phoneSHA-256 hashed
Every payloadIn your log
Optimizing onApproved patients

What gets sent

What Google Ads receives, and what it never sees.

Every outbound event is built from an allowlist. Kalman reads each allowed field, checks its format and copies it. Nothing else can leave, whatever the inbound payload contained.

  • A neutral event name, time and id.
  • Value and currency, when the event has one.
  • Hashed identifiers, such as email and phone, as SHA-256 hashes.
  • Your site's root URL, never a page path or query string.

Never sent: product names, conditions, medications, doses, intake answers, page paths or free text. Every delivery is in Kalman's outbound event log, so you can see exactly what Google Ads received. How the firewall works.

OutcomeSent to Google Ads as a conversion
Purchasethe first payment is captured, with the amount.
Provider approveda clinician approves treatment, valued at the product's projected lifetime value.
Refilla renewal or refill is paid, with the amount.
Qualified calla call from CallRail that you count as a lead.
Leadsomeone leaves contact details.

Each mapping can be changed or switched off on the Google Ads destination in Kalman.

Setup

Live on Google Ads in five steps.

Google Ads conversions comes with Signal + Attribution ($999/ month) and with Agency brands on that tier. Every plan includes a BAA, signed before any data flows.

  1. 01

    Scan your site. The free scan shows which trackers run where, including the Google Ads tag, and what to remove from pages where people share health details.

  2. 02

    Sign the BAA in the app.

  3. 03

    Connect your sources: your telehealth platform, Stripe and CallRail.

  4. 04

    Connect Google Ads as a destination and choose which events it gets.

  5. 05

    Check the outbound event log, then go live.

Google Ads is a trademark of its owner. Kalman isn't affiliated with, partnered with or endorsed by it.

Also in Kalman

Google Ads is one channel. Kalman runs all of them.

The same firewall and the same events go to every ad platform you buy, and into analytics built for telehealth.

Kalman AnalyticsAnalytics without GA4 on your intake.Real-time traffic, funnels and acquisition.Kalman Analytics → AttributionCost per approved patient.By campaign and creative, with predicted LTV and refill cohorts, on Signal + Attribution.See attribution → PHI firewallOne allowlist for every channel.Hashed identifiers, an outbound log and a BAA on every plan.Security →
MMetaEvery plan Optimize on approved patients, not form fills. Conversions APIMeta for telehealth → MMicrosoft AdsSignal + Attribution Search intent, scored on real outcomes. ConversionsMicrosoft Ads for telehealth → TTikTokSignal + Attribution Creative-led growth with a clean signal. Events APITikTok for telehealth → LLinkedInSignal + Attribution For clinician and B2B2C funnels. Conversions APILinkedIn for telehealth → RRedditSignal + Attribution Community traffic, measured on patients. Conversions APIReddit for telehealth →

Built for what legal will ask.

Security at Kalman →
  • BAA on every plan
  • Allowlist PHI firewall
  • SHA-256 hashed identifiers
  • TLS 1.2+ and AES-256
  • Two-factor sign-in
  • PHI deleted after 30 days

Google Ads questions.

Anything else? Email [email protected].

Does Google Ads see what a patient is treated for?

No. Google Ads gets an event name, time, id, your site’s root URL, hashed identifiers and a value. Products, conditions, medications, page paths and intake answers are never copied into the outbound event.

Do we have to remove the Google Ads tag?

From pages where people share health details, yes. Kalman’s first-party tag and server-to-server events replace it there. The free scan shows where it runs.

Is it the same firewall as Meta?

Yes. Every destination uses the same allowlist, hashing and outbound event log.

Do you sign a BAA?

Yes, with every customer, on every plan, before any data flows.

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