Google Ads conversion tracking: create lead conversion actions

If the site has lead buttons but Google Ads has no conversion action for them, the audit offers to create one — with sensible settings and no manual trip to Google Ads.

What it does

The action is a website conversion with a category of your choice — contact, submit lead form, phone call from the site, request quote, book appointment or sign-up — counted once per click, primary for bidding, with a 30-day click and 1-day view window and a default value in the account currency.

An action with the same name is reused. After creation the service reads back its type and tag label. Then the Tag Manager plan adds the conversion tag with that label on the lead trigger, plus the conversion linker.

Why it helps

• Google Ads starts counting leads correctly.
• Smart bidding gets the signal it needs.
• No mistakes in label copying — the plan uses the label directly.

How to set it up

1. Run the tracking audit; find “Google Ads conversion on leads”.
2. Press “Create conversion action”, choose name and category.
3. Re-run the audit and open the change plan to add the tag.
4. Publish the Tag Manager changes.

Good to know

• Importing a GA4 key event as a Google Ads conversion is done in Google Ads; the audit counts imported conversions as working.
• Creating an action is a write to the ad account and follows its write rules.

Originally published at AdAce Ads blog.