Conversion tracking & lead quality
Google Ads can only optimise toward what you tell it a lead is
Most accounts I audit are bidding toward numbers that are not real. Form loads counted as submissions, every phone call counted as a lead including the wrong numbers, and Performance Max taking credit for people who already knew the brand. Smart Bidding does exactly what it is told, so the account gets worse while the reports look fine. I fix the measurement layer so the bidding has something true to work with.
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Typical retention:
3+ years
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No long-term contracts
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Personally managed
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Lead-gen only
(no ecommerce)
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7+ years Google Partner
THE PROBLEM
Your conversion numbers are probably wrong
Nearly every account I open reports more leads than the business actually received. This gap has often to do with measurement. A thank-you page fires on refresh. A call conversion counts a four-second hang-up. A form counts a bot. Existing customers searching your brand name get counted as new business.
Then Smart Bidding, which is genuinely very good at its job, spends the budget chasing more of whatever it was told to value.
The result is an account that looks healthy in the dashboard and quiet in the diary. Cost per lead falls while cost per booked job rises, and nobody can explain why, because the two numbers were never connected in the first place.
WHAT'S INCLUDED
What gets set up
A complete measurement layer for a lead-gen Google Ads account. Everything below is part of the project, not an upsell.
Conversion audit first
Every existing conversion action reviewed for double counting, refresh firing, bot traffic, and actions that were never really leads.
Form and booking tracking that survives
Server-side or GTM-based where the site allows it, so tracking does not break the next time somebody edits the page
Lead quality scoring
A way to mark which enquiries were real, which were junk, and which booked, so the difference stops being a matter of opinion.
Documentation you keep
What fires where, what each conversion action means, and what to check if the numbers move. Yours to keep whether or not we work together again.
Call tracking with a duration threshold
Dynamic number insertion, a threshold that reflects a real enquiry rather than a ring, and calls fed back into Google as conversions.
Offline conversion import
Booked jobs and job values sent from your CRM back into Google Ads, so bidding optimises toward revenue instead of toward form submissions.
HOW IT WORKS
How we work together
5
1
2
3
4
Discovery call
What the business does, what counts as a lead, and how you currently know whether an enquiry turned into work. That last question is usually where the problem shows up. If Google Ads is not actually your issue, I will say so.
Account audit
I map every conversion action against what the business actually received. Double counting, refresh firing, calls counted from the first ring, brand traffic credited to Performance Max. You get the findings written down whether or not we work together.
Onboarding (Month 1)
Call tracking with a real duration threshold, form and booking events rebuilt, offline conversion import wired to the CRM, and the lead quality process agreed. Nothing else in the account is trustworthy until this is right, so it happens first.
Growth (Months 2–6)
Now the bidding has something true to work with. Campaigns get optimised against booked work rather than reported form fills, and the search terms and negative keyword work runs every week.
Expansion (ongoing)
Tracking breaks quietly every time somebody edits the website. My watchdog checks the accounts every hour and flags broken conversion tracking before it costs you a month of bad data.
WHO IT'S FOR
Who this is for
A good fit if you're...
✅ Lead-gen service businesses spending €5,000/month or more on Google Ads
✅ Leads that arrive by phone as well as by form
✅ A CRM or a spreadsheet that records which enquiries actually booked
✅ Wanting the account run properly, not just the tags fixed
Not a fit if...
You're spending under €5k a month, want Meta or TikTok managed (Google is all I do), are shopping five agencies purely on price, or want someone to "just run it" without any strategy conversation.
PRICING
What it costs
Management from€1,250/ month
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From €1,250/month, scaling with ad spend and account complexity.
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Minimum €5,000/month in ad spend (or committed to reach it within 60 days). Below that, Google Ads can't gather enough data to work.
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Month one covers the audit, tracking setup, keyword research and full campaign build. For qualifying clients, part of the setup can be credited against the first month.
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Minimum 3-month commitment. Month one is setup, real optimisation starts in month two. Thirty days isn't enough to judge anything.
You're paying for senior expertise on your account every day, not a seat in a queue. Want the full picture on what agencies charge, or what budget to set?
WHY ME
Why work with me
Full management of your Google Ads account. Everything below is standard, not an upsell.
You work with me
Every account, every day. No juniors, no rotating account managers, no handoffs. The person you hire is the person doing the work.
Nothing slips through
I've built my own tools that keep watch on your account and run the checks, so problems get caught fast and nothing's missed in a busy week. See how I work →
You'll always know what's happening
Transparent reporting, structured testing, and plain explanations of your account instead of a dashboard you can't read.
Not an agency, by choice
One person with a limited number of clients means real attention on yours. For specific jobs like landing pages or creative, I bring in specialist contractors I trust. You still deal with me.
Google, deep
Search, Shopping and Performance Max are all I do. I refer Meta and SEO out to people who are good at them.
Built for the long term
Average client stays around 2.5 years. I think about your growth, not just this month's campaigns.