Spending on ads without knowing what works
Many businesses pay for Google Ads or Meta ads every month without a reliable answer to a basic question: which of these clicks turned into real enquiries? The platforms report plenty of numbers, but if conversion tracking is missing, duplicated or counting the wrong thing, those numbers can be misleading. Budgets end up being set on hope, and the ad platforms’ own automated bidding is working from bad information.
The website side often has similar gaps. Form submissions land in an inbox with no record of where the person came from. Phone calls from ads are not tracked at all. And when a contact form quietly breaks after a website update, nobody notices until someone mentions that enquiries have gone quiet.
We set up the tracking and the automations that connect your ads, your website and your CRM, so you can see what is actually producing work and spot problems quickly.
What we set up and automate
Conversion tracking in Google Tag Manager and GA4
We define the actions that matter to your business, such as form submissions, calls, bookings and purchases, and track them properly through Google Tag Manager. They are recorded in GA4 and shared with Google Ads and Meta, so each platform knows what a good result looks like.
Website forms sent to your CRM with source data
Every form submission creates a record in your CRM, along with where the visitor came from: the campaign, the keyword or the social ad. Your sales team sees the context, and you can report on it later.
Call tracking
Tracked phone numbers on your website and ads show which campaigns lead to calls. With a tool such as CallRail, calls can also be logged against the right contact in your CRM.
Alerts for spend spikes or drops in results
If daily spend jumps well above normal, or conversions fall away, you get an email or a Teams message the same day rather than finding out at month end.
Offline conversion uploads
When a lead from an ad becomes a paying customer, that outcome can be sent back to Google Ads. Over time, this helps the platform aim for people who are likely to buy rather than just fill in a form.
Lead source reporting
A simple report shows where enquiries and won work came from each month, by channel and campaign.
Broken form alerts
A scheduled check submits a test entry to your key forms and warns you if one stops working or the submission does not reach its destination.
Example workflow. This shows the kind of thing we build. It is not a client result.
Before: a visitor clicks a Google ad and fills in the contact form. The enquiry arrives as a plain email. Nobody knows it came from an ad, and Google Ads records nothing useful.
After: the same form submission creates a contact in HubSpot tagged with the campaign and keyword. A conversion is sent back to Google Ads, and the sales team gets a notification with the details. When the deal is later marked as won, that result is uploaded to Google Ads as an offline conversion, so the campaign learns which clicks lead to real customers.
Starting with a tracking check
Before building anything new, we look at what is already in place. We check which conversions are set up in Google Ads and GA4, whether any are being counted twice, whether Tag Manager is installed cleanly and whether forms, calls and bookings are all being recorded. You get a plain-English summary of what is working, what is missing and what we would change, in order of importance. Many businesses are surprised by what turns up, and it is often the single most useful step before spending more on ads.
Changes to your website
Most of this work happens in Google Tag Manager and in the connections between your tools, so your website’s design and content stay as they are. Usually the only change is adding Tag Manager, if it is not already installed, and sometimes small tweaks so forms pass their source data along. We agree any change with you first, test it on a page or two, and can work alongside your web developer if you have one.
Where ad management fits
We set up and maintain the tracking, the connections and the alerts. Day-to-day running of your campaigns, such as choosing keywords, writing ads and adjusting bids, is a separate job. If you already have an agency or someone in-house managing your ads, the work we do gives them better data to work with, and we are happy to coordinate with them. If you do not, we can talk through the options honestly on a call.
How the work runs
After the tracking check, we fix the essentials first, usually conversion tracking and form data, and confirm that results are flowing correctly into each platform. Then we add the automations that suit your setup: CRM connections, call tracking, alerts and offline conversions. Each piece is tested with real submissions before it is relied on. Afterwards, we keep an eye on the setup, because platform updates and website changes can break tracking without warning.
Which package fits
AI Kickstart (£495 one-off) is the right place to start, with a review of your current tracking and a clear plan for what to fix.
AI Partner (from £2,500/month, 3-month minimum) suits businesses that want the tracking, connections and alerts built and maintained, along with reporting dashboards that show where your enquiries and customers come from.
Bring your ad spend questions to a free consultation call, and we will show you what better tracking would tell you.