Advanced Google Ads tracking for local service companies

Three methods to track Google Ads lead gen campaigns for local service clients include:

1. Standard lead form tracking - Ensuring websites are optimized for conversions with clear call-to-action buttons and prominently displayed phone numbers.
2. Phone number tracking - Using unique phone numbers for campaigns or accounts to attribute calls to specific digital marketing efforts.
3. Call assets - Adding unique phone numbers to campaigns or accounts to track calls from specific campaigns or keywords, improving understanding of campaign performance.

To optimize landing pages for better Google Ads lead tracking:

• Ensure that landing pages or websites feature clearly visible form fields and phone numbers above the fold.
• Use tools like Unbounce to create conversion-optimized landing pages with responsive designs that adapt to different devices.
• Include form fills with client contact information and service requirements to enhance direct customer engagement.

GCLID (Google Click Identifier) is a unique tracking parameter used to trace conversions back to the originating keyword, providing a granular view of lead sources. Here's how to use it:

• Capture the GCLID in form submissions.
• Import the GCLID back into Google Ads through offline conversions to track deeper customer metrics throughout the sales funnel.
• Create a hidden field named GCLID in the form fill on Unbounce to automatically pull in the GCLID session without coding.

To integrate Zapier with Google Ads for enhanced conversion tracking:

• Use Zapier to connect platforms like Unbounce to Google Ads via API.
• Automate the transfer of form submission details, including the GCLID, to clients and back to Google Ads.
• Segment conversion actions in Google Ads by navigating to Segment > Conversion > Conversion action to view offline conversions at various levels (campaign, ad group, or keyword).

CallRail improves phone number tracking for Google Ads campaigns by:

• Integrating with Google Ads and Zapier for comprehensive call tracking.
• Marking phone inquiries as conversions and enabling email notifications for calls related to marketing campaigns.
• Providing a unique telephone number for the landing page and call extensions in Google Ads.
• Enabling dynamic phone number insertion, where CallRail’s numbers change depending on the session source (Meta, Google, Google Business Profile), to understand the impact of the overall marketing strategy.