Understanding Advanced Google Ads Tracking Techniques for Local Service Companies
Many local service companies struggle to effectively track their success with Google Ads and understand the quality of leads generated. Outdated methods are often used to gauge campaign performance, which hampers the ability to optimize and improve results. In this article, we will explore three advanced tracking techniques that local service companies can implement to track the performance of their Google Ads lead gen campaigns more effectively.
The first method is standard lead form tracking. It has been observed that most local service company websites are not optimized for conversions. Elements such as clear call-to-action buttons or prominently displayed phone numbers above the fold are often missing. By optimizing landing pages and ensuring that they feature clearly visible form fields and phone numbers, companies can improve their ability to track leads effectively. A user-friendly design and easy navigation increase the chances of converting potential customers or clients.
The second method is phone number tracking. Many businesses use their main phone number as their marketing number, which makes it difficult to attribute calls to specific digital marketing efforts. This dilutes the impact of advertising strategies, as every caller dials the same number. To overcome this issue, companies can consider using call assets. By adding unique phone numbers to campaigns or accounts, they can track calls from specific campaigns or keywords. This method significantly improves understanding of campaign performance and helps determine the value of calls coming directly from search engine results pages (SERPs).
The third method is utilizing call assets. Companies can add unique phone numbers to campaigns or accounts to track calls from specific campaigns or keywords. This method significantly improves understanding of campaign performance and helps determine the value of calls coming directly from SERPs.
To implement these tracking techniques effectively, local service companies can utilize various solutions. One solution is optimizing landing pages to ensure they have clearly visible form fields and phone numbers above the fold. Tools like Unbounce, a template-based landing page creator, can be leveraged to design conversion-optimized landing pages.
Another solution is utilizing Google Click Identifier (GCLID). By capturing the GCLID in form submissions, companies can trace conversions to the originating keyword, offering a granular view of lead sources. The GCLID can be imported back into Google Ads through offline conversions, allowing for tracking of deeper customer metrics as they move throughout the funnel.
Integrating with Zapier is another solution that can enhance tracking accuracy. Zapier is a tool for connecting platforms via API, and it can automate the transfer of form submission details, including the GCLID, to clients and back to Google Ads for conversion tracking. This streamlines the process and enriches conversion data, linking customer actions directly to specific ads.
Finally, companies can consider using call tracking tools like CallRail. CallRail seamlessly integrates with Google Ads and Zapier, facilitating comprehensive call tracking. It allows for marking phone inquiries as conversions and enables email notifications for incoming calls tied to marketing campaigns. By layering unique telephone numbers onto landing pages and call extensions in Google Ads, companies can track and analyze phone calls.
By adopting these advanced tracking methods and utilizing technology partners such as Unbounce, Zapier, and CallRail, local service companies can significantly improve the transparency and effectiveness of their Google Ads campaigns. These techniques not only improve measurement and optimization but also help clients understand the direct impact of their digital marketing investments. With enhanced tracking, companies can boost their marketing impact and achieve better results from their Google Ads campaigns.
