Free Conversion Tracking Audit

Do the reconciliation before you touch a setting. Pick last month. Count the jobs that actually booked, from your payment processor or your schedule, not from Analytics. Then pull reported conversions in Google Ads for the same window. If those two numbers are close, you have a healthy account. If Ads is materially lower, you have a leak and now you know its size. Only then go looking for causes: where the tag sits, whether the booking flow crosses into an iframe, whether phone sales ever get uploaded. Most audits start with a tag inspector and never establish whether the total is even right.

For local service businesses it is almost always one of four things. The conversion fires on a click rather than a completed booking or payment, so any drop-off after that is counted or missed inconsistently. The booking or quote widget is embedded from another domain, and the click ID does not travel across that boundary, so the sale exists with no click attached. The customer calls instead of booking online, and that sale never leaves your invoice system. Or a duplicate conversion action was set up months ago and one of them is not counting what you think. Our own gap was roughly 29%, and it was a mix of these, not a single dramatic bug.

It is the mechanism for telling Google about sales that happened away from your website. You capture the click ID when the visitor first lands, store it with the lead, and when that lead later pays, by phone, in person, or by invoice, you upload the click ID with the sale value and date. Google then credits the keyword that produced it. If a meaningful share of your jobs close on the phone, and for most local service businesses it does, you need this. Without it your account is optimizing against the subset of buyers who happen to prefer web checkout, which is not the same as your best customers.

Often, yes, and the failure is silent. When the widget lives on a different domain than the ad landing page, the click ID that arrived with the visit generally does not cross into it, so the completed booking has no click attached. The conversion either goes unrecorded or gets credited to direct traffic. This is why our own booking pages render the widget natively on the page instead of framing it from elsewhere: the click ID is still present at the moment the booking happens. If you must keep an iframe, the click ID has to be passed in and returned deliberately, which is work, not a checkbox.

You give read-only access to Google Ads and Analytics, and tell us roughly how many jobs you booked last month. We reconcile the two, trace each gap, and send you a written list of what is leaking and what it is costing. Then we get on a 15-minute call and go through it. The catch, stated plainly, is that we do this because it is the most honest sales conversation available: if your account is fine, we tell you and you owe nothing. If it is leaking, you now have a specific list you could hand to anyone. Most owners hand it back to us, but that is your call, not a condition.