Lead tracking that shows which enquiries were worth paying for.
Most trade ad accounts count calls and forms. Few check which of them were genuine. We set up tracking that records where every enquiry came from, then use your feedback to judge the campaigns on real work.
Every route an enquiry can take.
A customer might tap the number on the ad, read your site and ring later, fill in a form, or contact you through Local Services Ads. Each needs tracking differently.
Calls from ads
Calls made straight from the ad, using Google’s own call reporting. We set a minimum call length, so a two-second misdial is not counted as a lead.
Calls from your website
Calls from people who clicked an ad and then rang the number on your site, using a tracking number shown only to those visitors. Everyone else still sees your normal number.
Forms
Counted once, when the form is actually sent, with the page and the campaign it came from. Not when someone merely opens the contact page.
Local Services Ads leads
Calls and messages from your Local Services Ads dashboard, added to the same log so they can be compared fairly with search campaign enquiries.
What happened next
Whether each enquiry became a quote, and whether the quote became a job. Where your records allow it, we send those outcomes back to Google Ads so its bidding learns from jobs rather than from calls.
A few minutes of your feedback makes the numbers honest.
We keep a shared list of every enquiry the ads produce. You mark what each one turned out to be. It is the only way anyone can tell a busy account from a profitable one.
- When and how. Date, time, and whether it was a call, a form or a Local Services Ads message.
- Where from. The campaign, and the search or ad behind it where Google reports it.
- What for. The service asked about and the area, so out-of-area enquiries show up.
- Your verdict. Genuine or not, quoted or not, won or not. This is the column that matters.
Your enquiries in your pocket.
Every iLeads client gets LeadCentre, our own app for iPhone and Android. It is where you see, answer and mark each enquiry.
Notifications
A notification the moment a new enquiry arrives, so nothing waits in an inbox.
Automatic replies
An instant, automatic reply to every new enquiry by SMS text, WhatsApp and/or email, so the customer hears from you straight away.
Replies
Follow up by text, email or WhatsApp straight from the app, with the reply kept alongside the lead.
Status and notes
Mark each lead as contacted, quoted, won or lost and add notes as you go. That is the feedback that keeps your reporting honest and your campaigns pointed at the right work.
One short report, and a call to go through it.
Written for the person who runs the business, not for another marketer. If a number moved, the report says why.
- SpendBy campaign, service and area, against the budget you set.
- EnquiriesCalls, forms and Local Services Ads leads, by source.
- QualityHow many were genuine, from your feedback and the call log.
- Cost per good enquirySpend divided by genuine enquiries, by service where there is enough data.
- Changes madeWhat we changed this month and why.
- Next monthWhat we plan to test or change, and anything we need from you.
The contents of each report. We do not publish client figures.
Tracking that respects your visitors’ choices.
Tracking tags on your website have to follow your visitors’ cookie choices. We set them up with Google’s consent mode, so the tags behave according to each visitor’s choice, and we will tell you if your cookie banner is not doing its job.
Enquiry details include personal information about your customers. We use it only to run and report on your campaigns.
What we will not do: count every call as a lead, report figures that flatter the account, or keep spend and results anywhere you cannot see them.
Tracking questions.
Do I need separate call tracking software?
Not always. Google’s call reporting covers calls from ads and, with a forwarding number, calls from your website. If you want call recordings or tracking across other channels such as social media, a separate call tracking service can be added. We will explain what it costs before you decide.
How much of my time does the feedback take?
Usually a few minutes a week, or one sitting a month if you prefer. You go down the enquiry log and mark each one. The more consistently you do it, the better the campaigns can be steered.
Will tracking slow my website down?
Not noticeably, if it is done carefully. We add only the tags the campaigns need and check page speed on a phone afterwards.
Can you work with my CRM or job management software?
Often, yes. If your software can export enquiries with their outcome, we can match them to campaigns. We will look at what you use during the review and tell you what is practical.
Related
Not sure what your account is counting?
We will check what is tracked as a conversion today, whether it matches real enquiries, and what it would take to fix.