Know which ads bring booked jobs.
Offline conversion tracking for Google Ads. Every call and form traced to the job and the revenue, then sent back to Google.
Start a conversationGoogle sees the click, not the job
When someone clicks your ad and fills out a form, Google Ads counts a conversion. It never learns whether that lead booked a job, how much the job was worth, or whether the lead was a price shopper or spam.
Smart Bidding chases whatever you count. If you count form fills, it finds more form fills, including the ones that never turn into work. Your CRM knows which leads became paying jobs. Google doesn't.
So your report shows cost per lead, but not cost per job. You can't tell which campaigns make money and which ones only make the phone ring.
What changes
- Every lead is tied to its source: the campaign, the keyword, and whether it came in as a call or a form.
- When a job is invoiced in your CRM, its value goes back to Google Ads.
- Bidding learns from revenue, not clicks or form fills.
- Reports show booked jobs and revenue by source, not just leads.
See what that looks like in a real report, anonymized.
The readiness phase
Conversion tracking is set up as a readiness phase, before or alongside ad management. Each phase is scoped to your business: we look at what you have, then quote what it needs. A phase can include:
Tracking audit
A review of what Google Ads, GA4 and Tag Manager count today, what's counted twice, and what's missing.
Measurement setup
Google Tag Manager, GA4 and Google Ads conversion actions, with click IDs captured on every landing page.
Call tracking setup
Tracked numbers by source, so calls from ads are counted and tied to the visit that produced them.
CRM connection
Leads arrive in your CRM with their source attached, and job and invoice updates flow back out.
Conversion platform
The system that sends qualified leads, booked jobs and revenue back to Google Ads.
Dashboard
Cost per lead, jobs and revenue by source, in one place.
Not every business needs all six. Pricing is quoted after a conversation.
Who owns what
You own your accounts and data: website, domain, Google Ads, Analytics, Tag Manager, call tracking, CRM, and the leads in them. AVC owns its conversion platform, the system that sends your booked jobs and revenue back to Google. It runs in AVC's account and stays with AVC when the service ends.
For technical teams
For in-house marketers and agencies: how the pieces fit together.
Click ID capture
Every landing page reads the gclid, gbraid and wbraid parameters from the URL and stores them with the first-touch UTMs, landing page and referrer. gbraid and wbraid cover iOS traffic where a gclid is not available.
The stored IDs are attached to the form submission or call record, so the lead carries its click from the first visit to the invoice.
This only works if auto-tagging is on in Google Ads and the parameters survive the trip to the page. Redirects, URL shorteners and some site builders strip query strings, so the audit checks every landing page for this first.
Google accepts offline conversions for clicks up to 90 days old. Jobs that close later than that are still reported from the CRM, but they can no longer be sent to Google against the click.
GA4 and Tag Manager setup
Tag Manager holds the site tags: GA4, the Google Ads conversion linker, and the lead event. The lead event fires on a confirmed submission pushed to the data layer, not on a button click, so failed or blocked submissions are not counted.
GA4 records the lead as a key event for site analytics. Google Ads gets its conversions from the CRM import, not from GA4, so the same lead is never counted twice for bidding.
Old tags, duplicate containers and conversion actions nobody remembers creating are removed or set to secondary during setup.
Offline conversion import
When the CRM marks a lead qualified or a job invoiced, that event is uploaded to Google Ads against the stored click ID, with the conversion time and value.
Uploads run automatically through Google’s Data Manager API, the path Google now requires for offline conversions. There are no spreadsheets to export and no manual uploads to forget.
Each stage is its own import conversion action in Google Ads. Lead stages count one conversion per click. Booked jobs count every conversion, so a customer who books twice is credited twice.
Enhanced conversions for leads
The form captures email and phone. Both are normalized and hashed with SHA-256 before they leave the server.
Normalizing means trimming spaces, lowercasing email and formatting phone numbers with the country code, the way Google expects. A hash of a badly formatted value will not match, so this step decides the match rate.
When a click ID is missing, Google can still match the conversion on the hashed email or phone. We send both together where possible, so one missing signal does not lose the conversion.
Conversions matched on hashed email or phone must reach Google within 63 days of the click.
Enhanced conversions for leads is turned on in the Google Ads conversion settings, and the account owner accepts Google’s customer data terms.
Server-side sending from CRM webhooks
The CRM fires a webhook when a lead or job changes status. The conversion platform checks the event, removes duplicates, maps it to the right conversion action and sends it.
The upload happens on the server, so it does not depend on a browser tag firing at the right moment.
Conversion stages with values
Lead, qualified lead and booked job are separate conversion actions. Booked jobs carry the invoice amount as their value.
Which stage is primary for bidding is set per account, based on volume and how long jobs take to close. The others stay secondary, for reporting.
Bidding needs steady volume to learn. When booked jobs are too few or too slow, a qualified lead stage gives bidding more signal, while job values still flow in for reporting. As job volume grows, bidding can move to value-based strategies that aim for revenue, not lead count.
Corrections when an invoice changes
When an invoice is revised or a job is canceled, the conversion is corrected in Google Ads, so Google’s numbers stay in line with the CRM. Where Google limits a correction, the report shows the difference.
Each adjustment references the original conversion, so Google updates the right record instead of adding a new one.
Call tracking integration
Calls from tracked numbers carry their source. Each call is matched to its lead in the CRM, so a call that books a job counts the same as a form that books one.
If the call tracking platform also reports calls to Google, we decide which source counts for bidding, so one call is not counted twice.
Revenue reporting
Revenue is invoiced jobs from your CRM, credited to the lead’s first source. That is the same rule used in the sample report.
Google Ads reports conversions by click date, while the CRM reports jobs by invoice date. The two will not line up month to month, and reports say which view each number comes from.
Data handling
Google receives only what matching needs: the click ID, conversion time, value, and hashed email or phone. No plain-text customer details are sent.
Customer records stay in your CRM.
What we need from you
Admin access to Google Ads, GA4 and Tag Manager, access to your website and call tracking account, and API or webhook access to your CRM. From time to time we may also need access to other web assets, such as listings or booking tools. You stay the owner of each account.
Checks after launch
Test leads are run through every form and tracked number, and followed to the CRM and into Google Ads.
After launch, Google Ads diagnostics for imported conversions are checked, and CRM job counts are compared with what Google received.
Questions
What is the difference between offline conversion import and enhanced conversions for leads?
Offline conversion import matches a conversion to the click ID saved at the visit. Enhanced conversions for leads matches it on the hashed email or phone from the form. We set up both where possible, so a conversion still matches when one signal is missing.
Do I need to change my CRM?
Usually not. We can connect most CRMs that offer webhooks or a modern API. If yours can't, we'll talk through the options.
How long does setup take?
It depends on the scope. You get a timeline with the quote.
Can I buy conversion tracking without ad management?
Yes. The readiness phase is sold on its own.
Start a conversation
Tell us what you track today and what you want to see.