Once you are tracking submitted forms and phones calls properly, your Google Ads Campaign will show you which keywords are getting you the most submitted forms and phone calls. It will also let you know which keywords are getting lots of clicks and no submitted forms or calls. Imagine what you can do with that data! You can filter out all the keywords that, despite their relevance, are just not cutting it because they are not getting you conversions. Now, you can re-adjust your bidding strategy to be more aggressive towards those better days, locations, time frames and top-performing keywords that are getting you the most calls, submitted forms and with a higher likelihood of converting into a paying customer.
Now that you’re on the right track, at the end of each month you will now be able to calculate how much you paid per lead. You will also be able to determine what your cost per acquisition is and, most importantly, you will finally know what your true return on your investment is. As long as you continue to track and optimize your campaign each month moving forward, you should be able to lower your cost per lead and increase your return on investment.
My last recommendation is: when tracking submitted forms, make sure that you create a Thank You page and track that page as a conversion. I noticed that some websites have Google Conversion Tracking installed but, when you fill out a contact form on their website and submit, it does not take you to a Thank You page.