Set Up Conversion Tracking Before You Spend on Google Ads
If Google can't see your leads, it can't find you more of them. Here's what to track before the first click.
The most common problem I see in small Google Ads accounts isn't the keywords or the ads. It's that conversion tracking was never set up, so the account has no idea which clicks turned into customers.
Without that data, you can't tell what's working, and Google's automated bidding is flying blind.
What counts as a conversion
For a service business, a conversion is usually one of these:
- A form submission, like a quote request or contact form
- A phone call from the ad itself
- A tap on the phone number on your website
- A booked appointment
Pick the actions that actually lead to revenue. Page views and time on site don't count.
Track forms the right way
Fire the conversion when the form is actually submitted, not when someone lands on the contact page. A thank you page works, or an event that fires after the form sends. Then submit a test yourself and make sure it shows up once, not twice.
Don't forget phone calls
For a lot of contractors, a big share of leads come in by phone. Turn on call reporting for the call assets in your ads, and track taps on the phone number on your site. If calls are most of the business, a call tracking number on the website shows which calls actually came from ads.
If Google can't see your leads, it can't find you more of them.
Set your primary conversions
In Google Ads, mark the actions that matter as primary conversions so bidding optimizes toward them. Keep softer signals, like newsletter signups, as secondary so they're reported but don't steer the budget.
Test it before you launch
Before the first campaign goes live, submit a test form, tap the phone number, and confirm each one records. It takes ten minutes, and it's the difference between guessing and knowing.
Want it set up properly from day one? Novoslate runs Google Ads for service businesses.