How to see which companies visit your website from paid campaigns with Leadfeeder

To see which companies visit your website from paid campaigns, tag every paid link with UTM parameters, connect your ad accounts to a visitor identification tool such as Leadfeeder, and build a custom feed that filters visits by medium, source or campaign. You then get a list of named companies per campaign instead of a click count, and you can pass the best ones to sales.

Why look beyond clicks and conversions?

Ad platforms report clicks, costs and the conversions you track, usually a form fill or a sign-up at the end of the funnel. In B2B, many companies that click do not fill in a form on that visit. People read, leave and may come back later, or a colleague from the same company does.

Seeing the companies behind the clicks helps in three ways:

• Marketing learns which campaigns, ad groups and keywords attract companies that fit your ideal customer profile, not just which ones get cheap clicks.
• Sales gets a list of interested accounts to follow up, from the same ad budget.
• Both teams share one view of which campaigns create pipeline, which helps align sales and marketing.

Leadfeeder points out that Google Ads tracks conversions for up to 90 days after a click. Leadfeeder still identifies a company if it returns after that window, so later visits can be linked back to the original ad.

Before you start

1. Install the Leadfeeder tracker on your website. Leadfeeder identifies companies, not individual people, from the visits it tracks.
2. Tag your paid links with UTM parameters. Google Analytics advises always setting utm_source, utm_medium and utm_campaign, and recommends utm_id and utm_source_platform as well. Missing values show up as "(not set)". Google points to its Campaign URL Builder for creating tagged links.
3. Agree on naming. Pick one convention, for example utm_medium=cpc for paid search and utm_medium=paid-social for social ads, and use it on every campaign. Filters only work if the tags are consistent.

Without tags, a click from a newsletter, a PDF or a social post can look like direct traffic, and you lose the link between the visit and the campaign. Read more in how to gain insights from your website traffic.

Step 1: Connect Google Ads

In Leadfeeder, go to the integrations page in settings and select Google Ads. Sign in with a Google account that has at least read-only access to your Google Ads account. Your connected accounts then appear, and data from the past seven days syncs within a few minutes.

For visits from your ads, Leadfeeder then shows:

• campaign type
• campaign
• ad group
• keyword

It also creates a custom feed for each active campaign automatically, in a folder called "Google Ads Campaigns". Each feed lists the companies that engaged with that campaign, with their location, industry and ICP segment.

Step 2: Build a feed for all paid search traffic

To see every company that came in through paid search in one list:

1. Click Create Custom Feed and give it a name, such as "Paid search".
2. Under Include companies when, choose Acquisition.
3. Add the filter Medium is cpc.
4. Save the feed.

You can change the timeframe at the top of the feed, or pick custom dates, to look at last week or last quarter with the same feed. To narrow it to one keyword, create a feed with the Keyword filter under Acquisition instead.

Step 3: Build feeds for UTM-tagged campaigns

For LinkedIn, Meta, newsletter sponsorships or any other paid channel, rely on your UTM tags. The Acquisition filter group contains:

• Source
• Medium
• Source / Medium
• Campaign
• Keyword
• Ad content (utm_content)
• Referring URL

Some useful combinations:

• One campaign: Campaign is "spring-webinar".
• One channel: Source / Medium is "linkedin / paid-social", following your own naming.
• One ad variant: Ad content (utm_content) is the value you gave that ad.

If you run many campaigns, filter on Medium or Source rather than adding campaigns one by one, and use Campaign only when you need a single campaign.

Step 4: Combine paid traffic with intent and outcomes

Filters can be stacked with AND groups, which turns a list of visitors into a list of priorities.

• Paid visitors with buying intent: Medium is cpc AND Page URL contains "pricing".
• Paid visitors from target accounts: Medium is cpc AND Company list is your target account list. See our guide to identifying ABM leads on your website.
• Won deals from paid search: if your CRM is connected, combine "CRM opportunity status at least one is Won" with Medium is cpc. Build one feed per channel to compare them.

Step 5: Let automations do the follow-up

From a custom feed you can set automations that run when a company enters the feed:

• Add tag, for example "paid search", so you can spot these companies anywhere in Leadfeeder
• Assign the company to a sales rep
• Share via email
• Send to Slack
• Send to CRM
• Export Feed

A common setup: tag every company from paid campaigns, and send those that also match your ICP and viewed the pricing page straight to the right rep in the CRM.

Which Leadfeeder plan do you need?

On 1 November 2026, Leadfeeder's pricing page listed Google and LinkedIn ad reports and CRM sync on its paid Discover, Activate and Scale plans. The free Lite plan includes channel, campaign and page reports, a seven-day visitor history in Web Visitors and the last 100 identified companies per month. See our Leadfeeder review for prices.

Check the privacy rules first

In its Breyer judgment, the EU Court of Justice held that a dynamic IP address can be personal data for a website operator that has the legal means to identify the visitor with help from the internet provider. Tools that identify companies from website visits therefore fall under data protection rules in the EU. Check your legal basis, cookie consent and privacy notice with your data protection adviser before you start.