Conversion Tracking Checklist
An example of how we verify that every conversion touchpoint is being tracked—form submissions, phone calls, scheduling, email signups, whatever matters to your business.
Paid Acquisition
Turn Search Intent Into Qualified Leads.
We build and optimize Google Ads systems with clear tracking, stronger landing pages, and smarter budget decisions.
Most Google Ads Underperform Because of Hidden Friction.
You set up Google Ads, clicks come in, but few convert. The culprit is rarely the ads themselves—it's usually broken tracking (so you don't know what actually works), weak landing pages (that don't reinforce the ad's promise), or poor budget allocation (money going to low-intent traffic). Without a system, you're burning budget on leads that don't close.
What We Build & Fix
- Google Ads account structure and campaign strategy (intent-based grouping, match types, bidding)
- Conversion tracking setup and verification (events, goals, UTM discipline)
- Landing page optimization aligned with ad copy and keywords
- Ad copy testing and refinement (headlines, descriptions, call-to-action)
- Budget allocation and bid strategy based on intent and ROI
- Ongoing optimization (quality score, negatives, seasonal adjustments)
How It Works
- 01
Audit & Setup
We review your existing ads (if any), check tracking, map keywords to intent, and identify low-hanging fruit.
- 02
Strategy & Structure
We design a campaign structure that groups keywords by intent, aligns ad copy with landing pages, and sets realistic budget allocation.
- 03
Launch & Test
We launch campaigns, test ad variations, monitor initial performance, and make quick adjustments in the first 1–2 weeks.
- 04
Optimize & Scale
We refine bidding, pause underperformers, expand winners, and scale the budget toward profitable keywords and landing pages.
You'll Receive
- Configured Google Ads account with conversion tracking
- Initial campaign structure, keyword roadmap, and bid strategy
- Optimized landing pages for paid traffic (if building new pages)
- Ad copy templates and first round of tested variations
- Monthly performance report with clear ROI breakdown
- Optimization recommendations prioritized by impact
What Success Looks Like
- Click-through rate (CTR) improving from initial baseline
- Landing page conversion rate increasing (fewer clicks wasted)
- Cost per lead decreasing as targeting and pages improve
- Return on ad spend (ROAS) becoming measurable and predictable
- Qualified leads arriving consistently (not just traffic volume)
How We Think
Paid Landing Page Teardown
A sample analysis showing how we align a landing page with the ad that drove traffic—headline clarity, value proposition, form friction, call-to-action placement.
Frequently Asked Questions
Should we manage our own Google Ads or hire you?
Hire help if you're losing time to ad management or aren't confident your tracking and optimization are right—otherwise running well in-house is fine. The deciding factors are your team's bandwidth and expertise: when ads pull you away from higher-value work, outsourcing usually pays for itself quickly. If you're already getting strong results in-house, a free audit will simply confirm it and point out any gaps worth closing.
How much should we budget for Google Ads?
The right budget is sized to your realistic lead volume, cost per lead, and margin—not a fixed number—and our management starts at $1,250 CAD/month with ad spend billed separately. From there, we model how much spend it takes to hit your lead targets profitably, start conservative, and scale the budget as the data proves ROI. We can work within your constraint and maximize efficiency.
How do you measure success for our ads?
We track conversion rate, cost per lead, and return on ad spend. Success varies by business—a SaaS company needs consistent inquiries; a service business needs qualified leads with high close rates. We define your metrics with you, then measure against them monthly.
Can you improve existing Google Ads accounts?
Yes. We start with an audit of your account, identify why performance is flat or declining, and make targeted fixes—often in structure, tracking, landing pages, or bid strategy. Many accounts improve significantly within 30 days.
What's the difference between Google Search Ads and Google Shopping, Display, or Video?
Search Ads show at the moment someone types a keyword—highest intent. Shopping Ads show your products with images—great for e-commerce. Display and Video are awareness play lower in the funnel. We usually start with Search Ads for service businesses because they capture high-intent queries, then add other channels if budget allows.
Related services
Let's Make Your Ad Spend Profitable.
Request a free Google Ads audit. We'll show you exactly where the money is leaking and how to fix it.
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