Fixing an industrial supplier's lead data before spending another dollar
This supplier sells dust control and erosion products into mining, civil and infrastructure projects in Australia and Asia. The Google Ads accounts looked healthy on paper. The problem was the paper.
The problem
Two Google Ads accounts, one for Australia and one for Asia. Reported conversions looked fine, but several of them weren't real.
The website contact form tag was firing twice per submission. A legacy Universal Analytics chat tracker was still running next to GA4. One phone conversion action could never be triggered by paid traffic because the landing pages didn't show a phone number. And the Asia campaigns were spending $10 a day each to cover entire countries, which isn't enough to learn anything.
When conversion data is wrong, Google's bidding optimises toward the wrong thing, and every report you read is a little bit fiction.
What we did
Audit every conversion action
All eight conversion actions across both accounts were checked against what actually happens on the site. Each one was kept, fixed or removed.
Fix the tag setup
The double-firing form trigger was corrected in Google Tag Manager, the old Universal Analytics tracker was removed, and the Asia container issues were cleaned up.
Re-baseline with the client first
Fixing tracking makes reported conversions drop. We explained that to the client before it happened, so a lower number read as "more honest", not "worse".
Restructure Asia
Malaysia and the Philippines moved to properly funded campaigns with a shared budget, inside the existing monthly cap. Keyword research, buyer locations and landing page fit were localised for each market.
Give each buyer a page
Industry landing pages for mining, civil construction and infrastructure so paid and organic traffic lands on something that speaks to that buyer.
What happened
Both accounts now report enquiries that are real, which means bidding is learning from real enquiries too.
The measure that matters from here is cost per verified lead, reviewed quarterly. Australia is expected to improve modestly. The bigger opportunity is Asia, where the campaigns were never funded or localised well enough to show what they can do.
We'll add the numbers to this page once there's a full quarter of clean data. That's the point of the exercise.
We haven't published performance figures for this account yet because the tracking fix reset the baseline. They'll be added once there's a full quarter of clean data.