Separate missing enquiries from missing measurement
Check the inbox, CRM and calls, then compare them with the advertising report. A conversion is a meaningful action defined in the account. Google describes conversion tracking as a way to connect ad interactions with those actions.
A click on “Send” does not prove that a form was delivered. For diagnosis, follow the actual confirmation and check whether the same enquiry is being counted more than once.
Use the page as a new customer would
Open the ad and page on a phone. Check loading, readable text, banners covering fields and whether a form can be completed without errors. Try incomplete information to see whether the error messages help you recover.
Submit an enquiry explicitly labelled as a test and confirm receipt with the team. If it never reaches the intended recipient, fix that before discussing headlines or button colours.
Compare the ad’s promise with the page
If an ad promotes a specific service, its destination should explain that service. Sending people to a general homepage makes them search again. Check for a mismatch between the language of the ad and the page too.
Is the service area clear? Can visitors understand what is included and what to do next? A custom service does not require a fixed displayed price, but you can explain what information is needed for an estimate.
Look at who arrives and what happens afterwards
Review relevant searches and locations within the data available to the campaign. Ask the team to classify unsuitable enquiries by reason: wrong service, different area, missing information or a budget mismatch.
If enquiries arrive but do not progress to a quote, examine response time and ownership. That is a different obstacle from insufficient traffic. A simple table tracking enquiry status can help separate the two.
Change one thing and observe
Choose a problem supported by evidence, correct it and record the date. Avoid changing the offer, audience, page and form simultaneously: it becomes difficult to tell what mattered. With low traffic, a few days without enquiries are not enough for a firm conclusion.
The fix may involve your website, Google Ads campaign or CRM follow-up workflow. The diagnosis tells you where the work belongs.
Your checklist
Tick what you have checked. The list resets when you reload the page.