How it works
Google stores a click identifier when someone arrives. Capture it with the enquiry, and when the order closes, upload the conversion back against that click. The bidding then learns from real outcomes rather than form fills.
What it requires
- The click ID captured and stored with the lead.
- A CRM or spreadsheet that records the outcome.
- A regular upload, manual or automated.
If you cannot do it
Do not pretend the gap does not exist. Track total revenue against total ad spend at the account level and read the trend. It is cruder, and it is honest — which beats optimising precisely toward the wrong thing.