An inherited ad account was counting button clicks as leads.

The situation

The account had been running for a while before I took it over. On the platform it looked fine, with plenty of conversions.

The front desk saw a different picture. The bookings they confirmed didn’t match what the platform reported.

What I found

• Clicks on buttons were being counted as estimate requests.
• Ads were showing outside the area the shop serves.
• Searches for services the shop doesn’t offer were triggering the ads.
• Both locations shared one setup, so the budget couldn’t follow either one.

What I changed

• Conversion tracking corrected to count real requests.
• Searches reviewed and irrelevant ones excluded.
• The two locations separated.
• Budget moved to the services that brought the most bookings.

The numbers

Six weeks. The comparison uses the front desk records, because the old platform conversions were wrong.

Why it worked

When tracking counts the wrong thing, the platform optimizes for the wrong thing. Google was learning to find people who click buttons, not people who book a repair. Fixing the measurement came first, because every other decision depended on it.

That is also why the before and after numbers come from the front desk, not from the platform.

Real clients. Names and identifying details are withheld, and numbers are rounded. Ad cost figures are media spend only, without the management fee. Results depend on the market and are not a promise of future results. Work done by Leo Agostini.