Define a worthwhile conversion
A button click, form submission, qualified inquiry, and sale are not the same result. Agree which action guides bidding and reporting, then test that it is recorded once and reflects real behavior. Check tracking and operating changes before calling a result a trend.
Match messages and assets to the searched service or intended audience. The landing page must support the actual promise. Ask customer-facing staff whether the inquiries fit the offer.
Conversion definitions
Distinguish a submitted form from an accepted lead or sale. Check event triggers and duplicate counts before using them to judge or automate performance. Keep the next decision tied to evidence the team can verify.
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Compare customer actions with the message that attracted them.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities