A campaign can deliver clicks without delivering the kind of enquiries your business needs. That is why a useful advertising review starts with a simple question: what happened after someone arrived?<\/p>\n
Before changing bids or increasing spend, agree on what a worthwhile enquiry looks like. A local service business might care about requests within its service area, for work it actually offers, from people it can realistically help.<\/p>\n
Keep your reporting language clear. A click is a visit from an ad. A form submission is an enquiry. A qualified enquiry meets your agreed criteria. A won job is a business outcome. Those stages should not be treated as interchangeable.<\/p>\n
Google Ads supports qualified-lead and converted-lead goals for later steps in a lead journey. Whether they suit your account depends on your measurement setup and how reliably your team records those outcomes.<\/p>\n
Open the ad’s destination on your own phone. Does the page answer the promise in the ad? Is the advertised service easy to identify? Can a visitor understand where you work and how to contact you? Do not send every campaign to a broad homepage simply because that URL is convenient.<\/p>\n
Then test what happens after an enquiry. Check the confirmation, the notification to your team and the follow-up process. A reporting event that fires when someone clicks a submit button may not establish that a valid enquiry was successfully received.<\/p>\n
Ask the team to distinguish suitable opportunities from spam, duplicate enquiries, supplier calls and out-of-area requests. Use a small, consistent set of reasons. Review the patterns alongside the campaign data rather than drawing a conclusion from one disappointing call.<\/p>\n
A weekly review could cover spend, valid enquiries, qualified enquiries, response times and any jobs won. Document the definitions so that two people produce comparable figures.<\/p>\n
Choose a specific issue to investigate: an unclear service promise, a poor mobile form or enquiries for work you do not offer. Note your proposed change and the evidence that would show improvement. Avoid changing every setting at once; it makes the result harder to interpret.<\/p>\n
If you connect advertising with CRM outcomes, use an appropriate consent and privacy process. Do not put personal customer information in page URLs or casually share identifiable enquiry data in reports.<\/p>\n
Explore ClickThrus Google Ads support<\/a>, or request a Free ClickScore<\/a> to review your website. ClickScore assesses website signals; it does not audit your advertising account or verify campaign profitability.<\/p>\n