Google Ads Conversion Campaigns
What conversion setup includes
Lead tracking
- Forms and messengers
Form submissions and clicks to WhatsApp and Telegram are recorded as conversions. Each action gets its own name in reports, so you can see where an enquiry came from.
- Calls
We track clicks on the phone number on your site and calls straight from the ad. Very short calls can be left out so that accidental dials do not confuse the strategy.
- Test enquiry
We test every action live before the ads go out: we submit the form, send a message and call. Then we check the conversion appears in Google Ads exactly once.
Result: Google learns from real enquiries.
Bidding strategy
- Maximise conversions
For the start: Google spends the budget to get as many enquiries as possible. It suits accounts with little data, where there is nothing yet to calculate a target from.
- Target cost per action
Once there is enough data, Google keeps the average cost per enquiry close to the target. We set it from actual account data, because a target that is too low sharply cuts impressions.
- Switching from clicks
If a campaign started on clicks, we move it over smoothly, without a drop in impressions. First we verify tracking, then change the strategy and watch the campaign through the first weeks of learning.
Result: higher bids where an enquiry is more likely.
Target and control
- Calculating the target
We take the forecast cost per click and your site’s actual conversion rate. These two figures give a realistic cost per enquiry that the strategy can actually reach.
- Priority region
Where a customer is worth more to you, we let Google pay more per enquiry. For example, the city with your office or fast delivery gets its own, higher target.
- Adjustment
We change the target gradually, every 2–3 weeks, without resetting learning. A sharp change in target cost forces the strategy to relearn, and enquiries get more expensive in the meantime.
Result: cost per lead under control.
Clicks or conversions: what is the difference
Both strategies are paid per click. The difference is who Google looks for and what it learns from.
| Clicks | Conversions | |
|---|---|---|
| Who Google looks for | Anyone who might click | People similar to your customers |
| What it learns from | Clicks | Real enquiries |
| When it fits | Starting with no data | When enquiries already come in |
| Main risk | Cheap clicks with no enquiries | Incorrectly configured tracking |
When it is time to switch to conversions
You already get enquiries
Lead tracking works and the account has collected its first conversions. This is the main condition: the strategy learns from real enquiries, and the more of them Google sees, the more accurately it finds similar people.
If enquiries already come in but the campaign is still set to clicks, the data you have simply does not work. Google keeps looking for people who click when it could be looking for people who get in touch.
How to tell it is time
- Google Ads shows conversions for the last month, not zeros
- Each enquiry is counted once, without duplicates from resubmitted forms
- Google Ads figures match your inbox, CRM or messenger
- All channels are tracked: forms, calls, WhatsApp and Telegram
Lots of clicks, few enquiries
Ads bring people to the site, but they do not call or write. A click strategy looks for people who click cheaply, not for people who buy, so the budget goes to the curious.
Switching to conversions changes the goal itself: Google starts showing ads to people similar to those who have already enquired. Before switching we also check the site: an awkward form or a slow page cannot be fixed by the strategy.
Signs
- Hundreds of clicks and only a few enquiries
- Many random and informational phrases in search terms
- Visitors leave the site within seconds
- Low cost per click but a high cost per enquiry
Cost per lead jumps around
One month an enquiry is cheap, the next it costs several times more, and you only find out from the report. Planning the budget and workload this way is hard.
A target cost per action strategy keeps the average cost per enquiry close to the target and lowers bids where enquiries come out expensive. We do not guess the target, we calculate it from data.
How we calculate the target
- We take the forecast cost per click for your keywords
- We look at what share of visitors become enquiries
- We compare it with what you are willing to pay per customer
- We change the target gradually, every 2–3 weeks, so as not to disrupt learning
Competitors push you out
The auction is recalculated every time someone searches for your service, while a manual bid is fixed for the whole day and cannot keep up. As a result, your ads show less often exactly when competitors raise their bids.
An automated strategy sets the bid for each impression separately: where the chance of an enquiry is higher, it is ready to pay more, and on weak impressions it saves.
What the strategy takes into account
- Device: phone or computer
- Time of day and day of the week
- The city and area people search from
- The wording of the query: how close it is to those that already led to enquiries
Several campaigns
With several campaigns, the budget easily gets stuck where enquiries are expensive, while a good campaign hits its daily limit. Manually you notice this late, usually at the end of the month.
A conversion strategy sees which campaign brings enquiries more cheaply and shifts bids there. You manage one overall goal instead of a dozen manual settings.
What changes
- One target cost per lead instead of manual bids in every campaign
- A shared budget flows to where enquiries are cheaper
- Cost per lead for each campaign is visible in one report
- Weak campaigns are obvious at once and easy to pause or rework
Launching from scratch
A new account has no data to learn from yet, and a conversion strategy has nothing to train on. Turn it on straight away and learning drags on, while enquiries stay expensive.
So we start with clicks and move the campaign to enquiries only when tracking is confirmed and the first conversions have built up. This way learning runs on real data, not blindly.
How the launch goes
- We set up lead tracking and check it with a test enquiry
- We launch the campaign on clicks with a cost-per-click cap
- We collect the first conversions and remove irrelevant queries
- We switch to “Maximise conversions”, and later to a target cost per lead
How we set it up
Six steps. We check every change in the account separately before moving on.
Tracking audit
We check which actions currently count as conversions and whether there are duplicates.
Goals
We define what counts as an enquiry: a form, a call, a message.
Tracking and cookies
We set up tags and cookie consent (Consent Mode v2) and send a test enquiry.
Strategy
We choose the bidding mode based on the amount of data in the account.
Target cost
We calculate a realistic cost per enquiry from forecasts and actual data.
Control
After 2–3 weeks we review the data and adjust the target.
Who it is for
What you get
After setup, the campaign runs on a strategy that learns from your enquiries, not from clicks. Every conversion is verified with a test enquiry, there are no duplicates, and the target cost per enquiry is calculated from data. In the report you see what a click and an enquiry cost, and we know what to change next.
What to know before you start
Let’s turn your ads into enquiries
Setting up a conversion strategy is included in campaign setup and launch. The consultation is free: first we look at your account, then we name the price and timeline.
All Google Ads servicesFrequently asked questions about conversion bidding
- Do I pay per click or per conversion?
In search ads you pay per click. A conversion strategy only manages bids: it shows your ads to people who are more likely to leave an enquiry.
- Can I launch a campaign on conversions straight away?
You can, but without data Google learns longer and at a higher cost. More often we start with clicks and switch to conversions once lead tracking is confirmed.
- How many enquiries are needed to switch to conversions?
The more data, the faster and more stable the learning. If enquiries are still few, we start with clicks and switch to conversions once tracking has collected data.
- How long does the strategy take to learn?
Usually 2–4 weeks. During this time the cost per enquiry can be higher than usual, so we draw conclusions after learning.
- Why did clicks drop after switching to conversions?
Google stops showing ads to people who are unlikely to enquire. There may be fewer clicks but more enquiries.
- Can calls be tracked?
Yes. We track clicks on the phone number on your site and calls from ads, so Google sees all enquiries, not just forms.
- What happens if lead tracking is set up incorrectly?
The strategy will optimise for the wrong actions and waste the budget. That is why we check every conversion with a test enquiry before launch.