What are conversion events and how do they impact ad spend?
Conversion events are our goals. In this case, the conversions that we want are leads (calls and form submissions). By defining those actions as our goals and actively tracking them, we can optimize towards them, therefore improving return on ad spend. After a good amount of data is collected we have feedback on what campaigns, keywords, ads, landing pages and so forth, are bringing better returns. With that information we can adjust accordingly, by pausing poor performing keywords, changing keyword types, adding negative keywords to block specific searches that just consume budget, adjust budgets to higher performing campaigns, and a number of other possible optimizations. Conversions help make sure it's not guess work. At Built Right we use CallRail to track conversions for Google Ads and use GA4 conversions as a backup to make sure everything is ok with the CallRail setup.
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