WHAT_THIS_SERVICE_IS

Advertising decisions become difficult when the account cannot distinguish a meaningful customer action from a simple visit. Conversion tracking provides the measurement layer needed to evaluate campaigns and improve them.

Tracking should reflect the real customer journey and should be tested after implementation. A conversion number is only useful when the underlying action is defined correctly.

WHAT_THIS_SERVICE_COVERS

• Conversion-goal planning
• Form and enquiry tracking
• Phone-call conversion tracking where supported
• Booking and key website-action tracking
• Google Ads and analytics measurement review
• Tag and event implementation checks
• Duplicate or incorrect conversion review
• Testing and reporting validation

HOW_IT_WORKS

1. Business and offer review: Understand the service, target customer, locations, margins and the actions that matter.
2. Search and campaign planning: Map useful search intent to campaigns, ad groups, landing pages and conversion goals.
3. Campaign build: Configure targeting, keywords or audiences, ads, assets, budgets and tracking according to the campaign type.
4. Launch checks: Review policy, destinations, tracking, search terms and conversion setup before scaling spend.
5. Optimisation: Use actual performance data to refine bids, targeting, ads, landing pages and budget allocation.
6. Reporting: Focus on useful business measures rather than presenting clicks and impressions without context.

WHAT_I_REVIEW

• Campaign structure and targeting
• Search intent or audience relevance
• Ad messaging and landing-page alignment
• Conversion tracking and attribution
• Budget allocation and wasted spend
• Search terms, exclusions and negative keywords where applicable
• Lead quality and downstream business outcomes where data is available

Businesses already running Google Ads, businesses preparing to launch campaigns, and organisations that suspect their reported conversions do not match real enquiries or sales._THIS_IS_FOR

Businesses already running Google Ads, businesses preparing to launch campaigns, and organisations that suspect their reported conversions do not match real enquiries or sales.

COMMON_MISTAKES

• Sending every campaign to the homepage instead of a relevant destination
• Measuring clicks without checking whether enquiries or sales are useful
• Using broad targeting without reviewing actual search or audience quality
• Ignoring negative keywords, exclusions or irrelevant placements where applicable
• Changing too many variables at once without enough data to learn from the changes
• Scaling budget before tracking and lead quality are understood

FREQUENTLY_ASKED

Can Google Ads guarantee leads or sales?

No. Paid search can create opportunities for visibility and traffic, but results depend on demand, competition, offer quality, landing pages, tracking and many other factors.

How much should I spend?

There is no universal budget. A sensible starting budget depends on search demand, average customer value, competition, geography and the amount of testing required.

How do you measure performance?

Where tracking is available, performance can be evaluated using conversions, cost per conversion, lead quality and business outcomes alongside standard advertising metrics.

READY_TO_RUN_GOOGLE_ADS

If you want to use Google Ads more systematically, the first step is to review the campaign objective, targeting, landing page and conversion measurement together.

Discuss Your Google Ads Requirements →