Search Ads 360 – Technical Integration

Technical Integration and Tool Setup

Search Ads 360 (SA360) is a central platform for managing paid search campaigns. A technically correct setup is essential to use its full capabilities. This page outlines how to ensure accurate measurement, consistent data flow, and operational readiness.

Technical Integration and Tool Setup

Google Marketing Platform

SA360 offers native integrations with other products in the Google Marketing Platform (GMP), enabling a unified and consistent data foundation across media, measurement, and activation. These native connections reduce implementation overhead, standardize data flow, and support cross-platform performance visibility. SA360 also supports integration workflows with Google Cloud, CRM platforms, and third-party connectors, allowing for seamless orchestration across analytics, reporting, and attribution systems.

Server-to-Server Connections

Server-to-server connections (S2S) in SA360 provide the backbone for automated, secure, and scalable data integrations – enabling enterprise-grade campaign management, reporting, attribution, and offline conversion uploads across the marketing stack. These S2S connections rely on the SA360 API, OAuth2.0 authentication, and are essential for connecting with analytics platforms (like Adobe Analytics), CRMs, data warehouses, and martech ecosystem tools for seamless, privacy-compliant marketing operations.

APIs & Automation Workflows

Search Ads 360 provides powerful API access and automation capabilities that streamline search campaign management, reporting, and data integration at scale. Through the SA360 API, advertisers can automate campaign and bid management, perform bulk operations, retrieve performance reports, and push conversion data from external systems, including offline sources. The API supports secure, server-to-server authentication and enables automated labeling, rule activation, and real-time updates across accounts.

See what Search Ads 360 technical integrations are supported:

Engine Linking

Search Ads 360 supports linking with multiple search engine accounts, such as Google Ads and Microsoft Ads, within a single platform. This centralization enables unified campaign management, cross-engine reporting, and optimization from one interface. Once linked, campaigns, ads, and performance data are automatically synced – either manually or via a nightly schedule – ensuring accuracy and consistency across platforms.

CM360 & SA360 Advertiser Linking

Each Search Ads 360 advertiser can be linked to a corresponding Campaign Manager 360 (CM360) advertiser in a 1:1 relationship. This connection enables shared conversion tracking and consistent campaign management across the Google Marketing Platform. Linking requires manager permissions in SA360 and an Agency Admin role in Campaign Manager. Once established, the link cannot be reversed, so initial setup should align with long-term structural planning.

Google Analytics Linking

Connecting SA360 to Google Analytics (GA) brings deeper insight into user behavior, conversion paths, and performance trends. Once linked, GA audiences and metrics can be used directly within SA360 for targeting and reporting. This integration enhances measurement precision and enables campaign optimization based on real-time website or app engagement data.

Google Merchant Center Linking

Linking a Google Merchant Center account with SA360 enables the setup and management of Shopping and Inventory campaigns. Product data from Merchant Center feeds into SA360, allowing advertisers to build dynamic ads, maintain up-to-date pricing and availability, and manage Shopping ads at scale – all within the same interface used for search campaign optimization.

Data Feeds

SA360 can ingest structured data feeds to automatically generate and update campaigns using inventory data. Feed attributes – such as product category, brand, or price – can be mapped to campaign components like ad copy or keywords. Regular scheduling ensures campaigns stay synchronized with real-time inventory, making this approach ideal for large-scale or frequently changing product sets.

BigQuery Connector

Advanced analysis and custom data workflows are supported through SA360’s integration with BigQuery. Campaign performance data can be exported directly into BigQuery, where it can be combined with other datasets, queried at scale, or used for custom reporting and predictive modeling.

Looker Studio Connector

The native Looker Studio connector enables visualization of SA360 performance data in customizable dashboards. Users can build real-time reports across search engines, campaigns, or conversion types, share insights with stakeholders, and monitor KPIs within a visual and interactive format tailored to business needs.

These companies use Search Ads 360 for search advertising and more:

Frequently Asked Questions

How is Search Ads 360 connected to other platforms?

SA360 integrates natively with Campaign Manager 360, Google Analytics, Google Cloud, and Merchant Center. These integrations enable unified measurement, conversion tracking, and campaign automation.

Can I manage non-Google search engines in SA360?

Yes. SA360 supports multi-engine campaign management, including platforms like Microsoft Ads, Yahoo! Japan, and Baidu, allowing centralized control and reporting.

Is the CM360 advertiser link reversible?

No. Once a Search Ads 360 advertiser is linked to a Campaign Manager 360 advertiser, the relationship is permanent and cannot be changed or removed.

Can I use offline conversions in SA360 reporting?

Yes. You can upload offline conversions (e.g., CRM, call center data) via the SA360 API or server-to-server connections to include them in conversion reporting and attribution.