Use case: Google Ads
They searched for something specific. Your page should say it back.
A search ad is written for a query. Most landing pages are written for everyone. Lens gives each Google Ads campaign its own version of the page and shows you whether it converts better.
Search intent is already in the link. You just have to pass it along.
Google knows the exact phrase that triggered your ad, and ValueTrack parameters let you drop it into the URL. Lens picks the campaign from utm_source, utm_medium and utm_campaign. If utm_term carries the keyword, Lens uses it to tune the wording inside that campaign's copy, so "emergency plumber open now" and "plumbing repair cost" can land on slightly different headlines without you writing a campaign for each.
| In Google Ads | Carried as | Example |
|---|---|---|
| Campaign | utm_campaign | inventory-sync-shopify |
| Network (Search) | utm_medium | cpc |
| Traffic source | utm_source | |
| Keyword that matched | utm_term | {keyword} (filled in by Google at click time) |
An inventory ad, and the page it lands on
Ad: "Sync Shopify and Amazon stock automatically. Stop overselling."
Original headline
Run your whole store from one place.
Campaign version
Keep Shopify, Amazon and eBay stock in sync, without the spreadsheet.
The ad promised one thing: no more overselling across channels. The original headline makes the visitor work out whether this product does that. The campaign version answers the query in its first line.
Illustrative exampleA made-up business, written to show the idea. Not a customer's page.
Setting it up in Google Ads
- Put your UTMs in the Final URL suffix at the account or campaign level, for example utm_source=google&utm_medium=cpc&utm_campaign=inventory-sync-shopify&utm_term={keyword}. The suffix is added to every final URL, so you set it once.
- Auto-tagging adds gclid to the URL. Leave it on for Google's own reporting. Lens does not read gclid, which is why the UTMs are still needed.
- Create the campaign in Lens by pasting one full ad URL. Lens reads the UTMs out of it and suggests an audience description from them.
- Keep utm_campaign exactly as Google will send it. Matching is exact, so a value typed with different capitals in Lens is a different campaign.
Questions
Do I need a separate Lens campaign for every ad group?
No. Lens matches on the campaign. Ad groups under one campaign share its copy, and utm_term handles the finer wording differences between keywords.
Will Google see a different page than my visitors?
Google's crawler arrives without your UTMs, so it sees your original page. Lens changes copy only for visitors whose link matches a campaign, never based on who the visitor is.
What about Performance Max or Display?
Any Google campaign type works as long as its final URL carries the UTMs. Lens has no Google-specific integration: it only reads the link.
Give your next campaign its own page copy.
Add the tag, paste one ad link, pick the copy and let the control group tell you whether it helped.