Why it matters
Google's automated bidding learns from conversions. If it can't see your quote forms, it chases cheap clicks instead of customers. For trades that quote, like builders, painters and landscapers, forms are often the main conversion.
The thank-you page method
- Make your form send people to a thank-you page after they submit.
- Create a conversion action in Google Ads for a website lead.
- Set it to count when someone reaches the thank-you page.
- Add the Google tag to your site if it isn't already there.
- Submit a test enquiry and check it appears.
Mistakes that ruin the data
- Counting page views as conversions. The account looks amazing and none of it is real.
- The thank-you page being reachable without submitting, so visitors trigger it by accident.
- Tracking forms but not calls, so the account undervalues the campaigns that make the phone ring.
- Two tags firing for the same form and double counting.
- Never sending a test enquiry to check it works.
Track calls too
Most trades get more phone calls than forms. Set up call tracking alongside form tracking, with a minimum call length so short calls don't count. Then the account sees the whole picture.
Check it monthly
Compare the conversions Google Ads reports with the enquiries you actually got. If the numbers are miles apart, something is double counting or missing. Fix it before trusting any bidding decision.
Want it run for you? Our Google Ads management is built around tracked calls, not clicks.