If Google Ads says you got 30 leads, how many turned into a job? Start with a weekly reconciliation between your ad account and the people answering calls. A small team can run the first version in a spreadsheet.
Agree on the stages first
A raw lead is a recorded call or form. A qualified lead is someone in your service area asking about work you can do. A booked job has an appointment confirmed in the schedule. Give each stage a distinct column and log missed calls, duplicates and existing customers separately. Decide who updates the outcome after the office follows up.
Compare the numbers that change decisions
For each campaign, record spend, raw leads, qualified leads and booked jobs for the same dates. Calculate cost per qualified lead as spend divided by qualified leads. If you spent $900, got 18 leads, qualified nine and booked three, the same campaign cost $50 per raw lead, $100 per qualified lead and $300 per booked job. These figures are an example. If calls are frequently missed, look at staffing and callback time before assuming the keywords are the problem.
Test before changing how campaigns bid
If your CRM can send qualified or converted outcomes to Google Ads, review Google’s enhanced conversions for leads documentation and validate that events are arriving as intended. Check consent and data handling requirements, duplicate records, timestamp handling and the delay between a click and a booking. Compare imported counts to a sample from dispatch before using the new action for bidding.
Google’s setup guide for enhanced conversions for leads · Read the paid search case studies