2.22 Turning an Ad Into a Conversion

A conversion is the action we want someone to take after clicking an ad.

For Integrity Hail Solutions, the most important conversions are:

Conversion path

The conversion path should be simple.

User searches for help
Example: hail repair near me
User sees the ad
The ad clearly says Integrity Hail Solutions offers hail repair, paintless dent repair, free estimates, and insurance help.
User clicks the ad
They are sent to a relevant landing page.
User understands the offer
The page explains the service, location, process, warranty, and insurance support.
User takes action
They call, submit a form, or request an estimate.
Lead is tracked
Google Ads records the call or form submission as a conversion.
Lead is followed up
The team schedules an estimate or repair.

People are more likely to convert when the page answers their immediate concerns.

Important conversion messages:

Before launch, we should track:

Conversion	Priority	Notes
Calls from ads	Primary	Track direct calls from search ads
Calls from website	Primary	Track mobile and desktop calls after click
Contact form submissions	Primary	Track estimate requests and general inquiries
Get Started clicks	Secondary	Useful if the click does not always submit a form
Map clicks	Secondary	Useful for location intent
Email clicks	Secondary	Useful but usually lower priority than calls/forms

A conversion is only valuable if it is a real business opportunity.

A good lead is someone who:

A poor lead might be someone asking about roofing, jobs, DIY kits, or services outside the target area.