Set up conversion tracking before you scale paid search

The algorithm believes whatever you tell it

Smart bidding is only as good as the conversions it is fed. Duplicate events, thank-you pages that fire twice, and call clicks that never became a conversation all train the account in the wrong direction — especially once Google Ads starts optimising towards those events.

We would rather launch a smaller campaign on clean data than a large one on a noisy tag manager setup.

Measure the enquiry, not only the click

For trades and local services, the phone still carries a large share of the work. Click-to-call, call duration rules and form submits need to be distinct events. Spam and job-seeker submissions should not look like revenue in the ads account.

The website is part of the campaign

If the landing page is slow, vague or missing a next step, no amount of bid strategy will fix it. Tracking makes that visible. It also shows whether organic landing pages deserve the same attention as paid ones — which is why conversion optimisation and ads belong in the same conversation.