Search with offline conversion import
Lead generation where the sale closes offline
A service business generating plenty of enquiries and no clarity on which of them ever became revenue — so the ad platform was optimising toward volume, not value.
Illustrative approach — not a named engagement
The approach
- 01
Fix the measurement before touching the media
Enquiries stamped with a click identifier at the point of capture, so a lead can be traced back to the exact search that produced it.
- 02
Feed the outcome back to Google
Closed deals imported as offline conversions on a weekly cadence. The account then optimises toward the queries that produce customers rather than the ones that produce forms.
- 03
Tighten what the account is allowed to buy
Search-term review on a schedule, negatives added continuously, match types chosen to constrain rather than expand.
- 04
Shorten the form
Every field removed that the sales team did not actually use before the first call.
What gets measured
- Cost per qualified lead, not cost per form fill
- Lead-to-close rate by campaign and by search term
- Search-term report with negatives added each period
- Impression share, and where it is being lost
Services involved
- Google Ads
- Website Creation