Running ads is expensive, so you always want to make sure you’re getting the best return on investment possible. For Google Ads, the answer is conversions. But that isn’t easy. They require work and a fair understanding of both Google Ads and your website. But setting Google Ads conversions means better ROI, making it always worth doing. Learn the basics below so you can run ads that generate the leads that fuel your business.
What are Google Ads Conversions?
A conversion in Google Ads is a meaningful metric Google can track when someone takes an action with your business through your ad. Typically, these are “lead-generating” activities that include:
- Phone Call: Via the ad or your website, they call your number.
- Form Submission: Via the ad or your website, they submit a form, such as a quote request.
- Make a Purchase: If you have e-commerce on your website (or using Google’s Merchant Center), they make a purchase.
- Other Positive Actions: This could include them looking up your address, clicking an email link, or taking other actions you consider lead-generating.
Our own COO Julia Becker Collins breaks it down in this video from the 2026 Boston Small Business Expo:
[Embed Video: https://www.youtube.com/shorts/iZ3_Ti0G6uk]
Setting and Implementing the Right Conversions for ROI
So, with the above conversions in mind, how do you set these up in Google? There are typically three avenues for setting up the tracking for Google Ads.
Conversion Tracking in Google Ads
The first and easiest option is conversion tracking in the app itself. You can set a phone number to run with your ads and then set it up as a conversion in the “Goals” section of the app. Note: this only works for phone number clicks on the ads, not your website.
Conversion Tracking on Your Website
Second, you can set up conversions on your website. This will require either linking Google Analytics to your Google Ads account or installing tracking code on your website so Google Ads can see the actions users take. Typically, you’ll track conversions via page visits. Either pages where they might take action (such as a Contact page) or dedicated “Thank You” pages that users are directed to after filling out a form or other conversion action (like buying something from your store).
Conversion Tracking Via Tag Manager
For tracking actions on your website, the most comprehensive option is Google Tag Manager. With it, you can track almost all customer activity, from links they click to forms they fill out, no special pages required. But it’s also the most complicated option; you’ll need to set up a Google Tag Manager account, link your website, have backend access, and meet with a Google Ads specialist to get it running properly.
Configuring Bid Strategy for Conversions
With conversions in place, you can also start to configure the bid strategy. This is how Google Ads prioritizes spending your money. By default, this is set up to maximize the number of clicks your ads get, usually by selecting the lowest-cost keywords. But clicks aren’t conversions. Once conversions are active, you can set campaigns to “maximize conversions,” which prioritizes the keywords, audience, and locations that drive the most conversions.
Looping in Your Sales Team for Lead Feedback
Once you get all the above done, you’re going to get conversions, but are they good conversions? Loop in your sales team to make sure the leads being generated are the right kind; if not, make modifications so marketing pre-qualifies your leads. Checking in is also important to make sure your sales team is ready for more leads, and they are manning the phones and watching the emails so customers feel supported.
Running Google Ads and successfully tracking conversions is more complicated than you think, but you don’t have to go it alone. Vision can not only handle ads for you, but can also help prep you and your team with better systems and strategies to handle the increased traffic. Contact us today to learn more. Want to see more of Julia’s workshops and webinars? Check out our YouTube channel. And we have more great advertising tips, plus more on the rest of our Vision blogs, our enVisioning Success podcast, and our downloadable Marketing Strategies Playbook.
