Google Ads conversion tracking, set up and repaired.
We set up and repair the tracking that tells your ad account which calls, forms and bookings came from ads, and which of them became booked work. If the tracking is wrong, every bid and every report built on it is wrong too.
If your ad account’s numbers do not match your phone and your job records, start here.
Signs you need it
- The ad account shows more conversions than you had calls, forms and bookings.
- Calls look strong in Google Ads, but the phone is quiet.
- Your numbers changed overnight after a new website, a new agency or a new consent banner.
- You keep job records and want to know which ads produced booked work.
What it will not do
- Prove a number you have already decided on. We report what the records show.
- Track booked jobs if your software cannot export them. Then we report cost per lead and say so.
We inventory every conversion first, because names and labels in an ad account mislead.
- Week 1
Inventory
Every conversion action, what really fires it, and whether each campaign bids toward it. The Primary label alone does not decide that, so we read each campaign’s goals. We check what an action does, not what it is called: on one account, an action named like a job application was the client’s main pricing quiz.
- Week 2
Fix the counting
One main call action and one main lead action guide bidding. Everything else reports only. Calls from ads and from your website are tracked, and forms and bookings count once each. No value is set unless it is a real sale value.
- Week 3
Connect booked work
Where your software can export jobs, booked jobs are matched back to ad clicks and sent to Google Ads as offline conversions. The export is deduped first, so a job entered twice counts once.
- Week 4
Test and write it down
Test calls, forms and bookings run end to end. The account’s counts are checked against your phone log and job records. You get a written map of what each action counts.
This is how the work usually runs, not a fixed schedule. A larger account can take longer.
Tracking is right when the ad account agrees with your phone log and your job records.
| Check | A problem looks like |
|---|---|
| Conversions against customers | More conversions than the calls, forms and bookings you got. |
| Booked jobs against leads | More booked jobs than leads. Check the job export for duplicate orders first. |
| Conversion rate | Over 15% of clicks converting on a local lead account. Something other than leads is probably counted. |
| Conversion value | Conv. value differs from Original conv. value. A setting is adding value. |
| Analytics against ad clicks | Far fewer visits than paid clicks. A consent banner may block tags until visitors accept. |
You get a written tracking map you can check, not a dashboard you have to trust.
- A tracking map: every conversion action, what fires it, and whether it bids or only reports.
- Calls tracked from ads and from your website, with call tracking software if you need it.
- Booked jobs matched to ads where your job software can export them.
- Values checked: real sale values only, and no dollar value on a lead.
- Consent settings checked, so analytics are not blank for visitors who never click Accept.
- Every tag and container in your name, so the tracking stays with you.
Most of the damage we find is in the counting, not the bidding.
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A trades account we reviewed kept spending about $46,000 a month while its tracked conversion value fell from $60,121 in December 2025 to between $11 and $34 a month from January to June 2026.
The company’s job software kept booking work every month of that period. What broke was the link between booked jobs and the ad account, and nobody caught it for six months.
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The same account had 92 conversion actions, and only 18 had fired in the last 90 days. Three analytics properties counted the same visits. Booked jobs from the company’s job software were set so they did not guide bidding.
64% of its booked revenue came in through one shared phone line with no ad source attached.
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On an apparel account, a customer acquisition setting added a fixed CA$74 to every new-customer order, and the campaigns were bidding on the inflated total.
We left the padded month out of the results instead of restating it.
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On a home services account, the dispatch export’s monthly tabs overlapped and repeated the same orders. Counting rows instead of distinct orders made a booked job look about a third cheaper than it was.
Tracking setup is included with management, and no patient information goes to an ad platform.
What does it cost?
Setup is included with Google Ads management. Call tracking software, if you need it, is billed to you directly. Want the repair without management? Ask us about it.
Why don’t my ad numbers match my phone?
Usually one of three reasons: actions counted twice, low-intent actions like page views or direction clicks counted as conversions, or calls nobody answered. The free audit checks all three.
Do you send patient information to Google or Meta?
No. For clinics, we track that a booking happened, not who booked or why.
Can you track booked jobs, not only leads?
Often, if your job or booking software can export jobs with a date and the phone number or click ID they came in with. If it cannot, the report shows cost per lead and says so.
The free basic audit checks whether your tracking can be trusted.
Five short fields, no call needed. You get it in writing and keep it whether or not you hire us. The basic audit is free. A deeper audit is paid, and we tell you the price before we start.