Quick answer: Set up Google Ads conversion tracking for real enquiries only: form submissions, qualified calls and bookings, each counted once.
Conversion tracking tells Google Ads which clicks turned into enquiries. Without it you can’t tell which keywords work, and Smart Bidding can’t optimise. It should be set up before you spend serious money.
Decide what counts as a conversion
For most service businesses:
- Primary conversions (used for bidding): contact form submissions, quote requests, bookings, and calls longer than about 60 seconds.
- Secondary conversions (for information only): clicks on your email address, brochure downloads, page views of your pricing page.
Keep primary conversions to actions that genuinely indicate a lead.
Option 1: Google tag with Google Tag Manager (recommended)
- In Google Ads, go to Goals → Conversions → Summary and create a new conversion action for website leads.
- Install Google Tag Manager on your site if it isn’t already there.
- In Tag Manager, add the Conversion Linker tag (fires on all pages).
- Add a Google Ads Conversion Tracking tag with your Conversion ID and Label, triggered on your thank-you page or form submission event.
- Publish, then test.
Option 2: Import from GA4
If GA4 is already tracking your enquiries as key events, link GA4 to Google Ads and import those key events as conversions. It’s simpler but can be slightly less precise for bidding than a native Google Ads tag. Read how to set up GA4 key events.
Track phone calls
- Calls from ads: add a call asset with call reporting turned on, and set a minimum call length that counts as a conversion.
- Calls from your website: use Google’s website call conversion (a forwarding number shown to ad visitors) or at least track clicks on tap-to-call links as a secondary conversion.
Turn on enhanced conversions
Enhanced conversions send a hashed (encrypted) version of details such as the email address entered in your form, improving accuracy when cookies are blocked. You can enable it in the conversion settings and through Tag Manager.
Test everything
- Use Tag Assistant (tagassistant.google.com) to check tags fire on the right page.
- Submit a test enquiry and check the conversion status shows “Recording conversions” within a day or so.
- Make sure each form submission counts once, not twice.
Common mistakes
- Counting every page view of the thank-you page, including refreshes and direct visits.
- Tracking button clicks rather than successful submissions.
- Leaving old or duplicate conversion actions set as primary.
Read 7 signs your ad tracking is broken.
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →