Conversion tracking
Check which actions are used for bidding and fix missing, duplicate or low-value conversions.
Google Ads for lead-generation businesses
More leads only matter when they become real business.
I help established service businesses improve Google Ads by focusing on qualified leads, acquisition cost and booked revenue, not just form submissions.
5+ years hands-on experienceLead-generation focusedGoogle Ads certified
Searchkeyword intent and search terms
Trackingrecorded conversion accuracy
Biddingstrategies and budget allocation
Reportingfindings and clear next steps
Experience5+ years managing client accounts worldwide
SpecialismLead quality, acquisition cost and booked revenue
What I work on
The account work that affects lead quality and cost.
I manage the day-to-day details myself and explain what changed, why it changed and what we should do next.
Campaign structure
Organize campaigns around services, locations and business priorities instead of forcing everything into one setup.
Search terms and keywords
Remove irrelevant traffic and focus spend on searches that show a realistic intent to buy or book.
Bidding and budgets
Use bidding strategies that match the available data, then direct budget toward the strongest opportunities.
Lead-quality feedback
Connect campaign decisions with qualified leads and sales outcomes whenever the business can provide that data.
Clear reporting
Report on the numbers that matter and turn account data into specific next steps.
Relevant experience
Lead generation for service businesses.
I work with service businesses that use Google Ads to generate enquiries, calls and bookings.
The common problem is the same: a cheaper form submission is not useful when the lead is irrelevant, unreachable or unlikely to become booked work.
Published freelance case studies
Examples of account work and recorded results.
Lead-generation account
Conversion tracking and search intent
- Focus
- Review conversion measurement, bidding and the relevance of search traffic in a lead-generation account.
- Changes
- Improved conversion tracking, moved to conversion-based bidding, tightened keyword intent, analysed search terms and addressed low Quality Scores.
- Scope
- This example describes the account work. No percentage improvement is claimed because the published text and charts do not provide a reconciled comparison.
Lead-generation account
Approximately 55% lower cost per conversion
- Focus
- Review cost per recorded conversion, tracking, bidding and campaign structure.
- Changes
- Reworked tracking and bidding, consolidated device campaigns, reduced weak broad-match traffic, added negative keywords and improved ad relevance.
- Recorded comparison
- Cost per conversion was GBP72.92, down GBP87.49 from GBP160.41 (approximately 55%). Recorded conversions increased from 122 to 816. The published chart compares March 1, 2022 to February 1, 2024 with March 28, 2020 to February 28, 2022.
- Limits
- Recorded conversions are not independently verified qualified leads or sales. This account comparison does not isolate the effect of any one change and is not a guarantee of future results.
How we would start
A practical first month, not a long strategy presentation.
1
Understand the business
Services, locations, margins, sales process and what a qualified lead actually means.
2
Review the account
Tracking, campaign structure, search terms, bidding, budgets and landing-page alignment.
3
Set priorities
A short list of changes ordered by expected impact, risk and the quality of available data.
4
Improve and report
Implement, measure lead quality and explain the next decision in plain language.
Engagement
Ongoing Google Ads management tailored to your account.
Pricing depends on account size, advertising spend, number of markets and the condition of your tracking setup. I will confirm the scope and recommend the right engagement after reviewing your account.
Tell me about your accountFrequently asked questions
What businesses usually want to know first.
What types of businesses do you work with?
I focus on established service businesses that use Google Ads to generate enquiries, calls or bookings.
Do you need access before we speak?
No. The first conversation is about your services, markets, sales process and current goals. Account access is only needed if we agree that a proper review is the useful next step.
Can you guarantee a specific result?
No. Results depend on the market, budget, offer, website, sales process and starting point. I will explain what I believe can be improved, but I will not promise a number without evidence.
How do you evaluate lead quality?
The best setup connects campaign data with qualified leads and sales outcomes. When that data is available, I use it to guide bidding, budgets, targeting and reporting.
What happens after I submit the form?
I review the information myself and reply by email. If the fit looks sensible, we can arrange a call and decide whether an account review is the right next step.
Start a conversation
Tell me a little about your Google Ads account.
I will review the details and reply personally. No automated sales sequence.
- See where budget may be wasted
- Identify tracking or bidding problems
- Know which three improvements to investigate first
Current Google Ads certificationsSearch, Display and Video
Prefer email? Write to hello@nikolappc.com