Pay for leads that become customers. Not for forms filled twice.
Lead accounts live or die on what they count. A form counted twice, a 60-second call treated like a sale, a page with no form at all: each one teaches the bidding the wrong lesson. Oppy checks the counting first, then the spend.
- Call and form checks
- Offline sales sent back
- Schedules that fit your phone
What a lead account counts, checked. Because bidding optimises for whatever you count.
One lead, counted once
Google recommends counting one conversion per click for leads. Set to 'every', the same person's second form doubles your leads and halves your cost per lead on paper.
What counts as a call
A 60-second threshold on one action and 180 on the one driving bidding means two definitions of a lead. The audit shows both.
Leads that became sales
A sales import that exists and receives nothing is a pipe nobody fills. Oppy finds it, and can send your sales file back to Google Ads with your approval.
The checks a lead account gets. Forms, calls, pages and hours.
12Checks listed here
Measurement
Can the numbers be trusted
A lead counted every time the same person does it
A lead action set to count every conversion. Google recommends every conversion for sales and one for leads, so a repeated form fill flatters the cost per lead.
A lead counted every time the same person does it: How it decides and what to doWhat counts as a phone call, and who decided
Two definitions of a phone call in one account, such as 180 seconds on the action that drives bidding and 60 on the others. The finding is the disagreement.
What counts as a phone call, and who decided: How it decides and what to doDifferent results added into one number
Form fills, contacts and calls summed into one conversions figure. All real, with different costs and close rates, in a single number every ratio divides by.
Different results added into one number: How it decides and what to doWhat happens after the lead, told back to Google
A sales or call import that exists, is a primary goal and has received nothing. Somebody built the pipe and nobody sent it a row.
What happens after the lead, told back to Google: How it decides and what to doA number somebody typed, standing in for what a customer is worth
Lead or call values that are a number somebody typed, standing in for what a customer is worth. Fine as a start, but every value-based decision rests on it.
A number somebody typed, standing in for what a customer is worth: How it decides and what to doThe page cannot produce the conversion being optimised for
The account optimises for a form, but the page the ads send people to has no form. Every metric looks like a media problem until someone opens the page.
The page cannot produce the conversion being optimised for: How it decides and what to doConversions that arrive after the report is read
Conversions that keep arriving days after the click. Lag belongs to the business, from seconds for a call to weeks for a B2B lead. The fault is judging last week as finished.
Conversions that arrive after the report is read: How it decides and what to do
Structure
How it is built and set
A page with no way to make the call the ads are paid for
A call-driven account sending clicks to a page with no tappable phone number. Most visitors on a phone will not copy a number by hand.
A page with no way to make the call the ads are paid for: How it decides and what to doServing around the clock
A campaign serving around the clock for a business that answers a phone. The unanswered call costs its click and teaches the bidding that the keyword does not work.
Serving around the clock: How it decides and what to doBuying clicks from people who are not in the country
Location set to people 'in or interested in' a place, Google's default. Someone abroad reading about your city counts as your market, and with no location at all a campaign serves worldwide.
Buying clicks from people who are not in the country: How it decides and what to do
Spend
Where the money goes
Buying clicks on an account that needs results
Maximize clicks on an account that counts calls or sales. It buys the cheapest clicks, which are the least likely to call. Judged once the account has some conversions to aim at.
Buying clicks on an account that needs results: How it decides and what to do
Ads
What people see
A campaign that lives on calls and does not offer one
A campaign whose results are phone calls, with no call asset on the ad. Judged on what the account counts, so an account bidding for forms gets no advice about phones.
A campaign that lives on calls and does not offer one: How it decides and what to do
Ads that match your phone. Nobody should call an empty office.
A business that answers calls in office hours should not pay for calls at midnight. An unanswered call costs its click and teaches the bidding that the keyword does not work.
A schedule for call campaigns
Campaigns that serve around the clock for a business that answers a phone are flagged, with the hours that returned nothing.
A call button on the ad
A campaign that lives on calls gets a call asset, so a phone can call without loading the page.
A number on the page
A landing page with no tappable number loses the visitors who will not dial by hand.
Zero conversions can mean broken tracking, a page that fails, or too little demand. Oppy checks the tracking and the page before it blames the ads, and says which question is still open.
It reads the page and the tracking first, then says which question is still open.
Questions from lead generation accounts.
Anything else? Ask Oppy in the product, or write to the team.
Can Optizads send offline conversions to Google Ads?
Yes. Upload a sales file or connect the sales import, and Oppy checks the file and sends the sales to Google Ads once you approve, with the people's consent. Once you make the imported action primary, bidding learns from customers, not from form fills.
Does Oppy track phone calls?
It reads how your account counts calls: call actions, their duration thresholds and which one drives bidding. It flags thresholds that disagree, and campaigns built for calls without a call asset.
My leads take weeks to close. Is that a problem?
Not if the reading allows for it. The audit measures how long conversions keep arriving after the click, and warns against judging last week as finished.
What if a campaign gets clicks but no leads?
Oppy checks the page before blaming the ads: whether it loads, whether it has the form or phone number the account counts, and whether the ad and the page talk about the same thing.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
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