While many factors play into successful Search Ads... we believe conversion tracking is the most important. Your conversion events serve as north stars that guide your campaigns. That said, your conversion events need to be revenue-centric. If you only track calls, forms, or page views, you’re not informing the AI-algorithms on what truly matters (return on ad spend). This often leads to wasted spend, spam leads, and a net loss. For E-Commerce, we recommend going beyond website purchases to integrate lifetime value data so you optimize for higher value customers. For LeadGen, SaaS, mobile apps, and/or local businesses, we recommend only using online conversions where leads are qualified in some way (ideally by revenue). Separately, we recommend using offline conversions to pass back sales data so you optimize for ROI and real customers (and away from unqualified leads). Beyond conversions, successful Search Ads require a segmented approach that uniquely addresses each product/service you offer, unique selling points for each customer, and streamlined conversion paths for each segment. This requires informed execution across campaign breakouts, conversion funnels, keywords, audiences, targeting, landing page UX/UI, A/B testing, ad and landing page copy, image/video assets, bidding strategies, and many other factors. We can touch more in-depth on this during our free strategy consult.