QUIPS | GOOGLE ADS LEAD DIAGNOSTIC WORKSHEET
Published November 10, 2026

Use for Google Search ads that send visitors to your website. Keep direct ad
calls and Local Services Ads separate. Open this text file in any text editor
or paste into your team document and save your own copy. Nothing is submitted
to Quips. Keep customer details in your own secure records; use anonymous
reference IDs here. Share the blank original, not a completed copy.

START WITH THE EVIDENCE
Review date / reviewer:
Campaign / service / service area:
Landing-page URL:
Reporting period / account time zone:
Ad clicks / media spend / currency:
Conversion action names, definitions and reported counts:
Actual inquiries attributable to this campaign:
Inquiries with unknown source (keep separate):
Suitable inquiries / services, area and work accepted:
Estimate appointments from this inquiry group:
Accepted quotes / booked jobs from this inquiry group:
Completed jobs from the same inquiry group:
Data sources / when outcomes were last checked:
Could recent inquiries still convert or book? Explain:

Deduplicate repeat contacts about one job. Unknown is not zero. Do not divide
bookings from older customers by new inquiries from an unrelated period.

TEST DELIVERY FIRST
Tell the team, use your own contact details and label your message TEST.
Open the final URL directly; do not click your live ad. Avoid creating a real
appointment or dispatch. Respect consent choices. Confirm both visitor success
and receipt by the person responsible. Test phone routing by agreement.
Direct navigation checks delivery, not Google Ads attribution.

Device / browser / test date:
Form success shown / inquiry received / recipient:
Phone-link number / call received / after-hours route:
Source-dependent tracking number checked by:
Test records marked so they are not treated as customer leads:
Problem reproduced / evidence reference:

DECISION TREE
1. Is the campaign bidding for clicks or leads?
Check the bid strategy and the conversion actions selected for this campaign. Tracking a lead and bidding for it are separate settings.

2. Test form never arrives?
Fix delivery first. A thank-you message does not prove your team received it.

3. Calls for the wrong work or area?
Compare search terms and location settings with the jobs people ask about.

4. Relevant clicks, but nobody gets in touch?
Check the ad’s destination on your phone for missing information or contact problems.

5. Good inquiries, but no bookings?
Look at replies, availability and estimate follow-up.

CHECK AND RECORD
Bidding: bid strategy, selected campaign goals and inherited account defaults.
Measurement: action status, event definition, firing behavior, duplicate
actions, campaign goal, primary/secondary/custom goal and reporting dates.
Search fit: actual queries, service mismatch and privacy gaps in the report.
Location fit: settings plus actual service addresses, not location reports alone.
Landing page: ad promise, mobile contact path, errors and delivery after edits.
Response: missed calls, response owner/time, availability and next sales step.
Evidence for each relevant check (use anonymous references):


FIRST FIX AND RECHECK
Confirmed problem (or hypothesis if unconfirmed):
Evidence supporting it / other possible explanations:
Specific change / affected campaign or destination:
Owner / date changed:
Immediate functional recheck and result:
Follow-up review date / comparable period / inquiry group:
Spending limit and decision rule agreed by the business:
Result / remaining uncertainty / next action:

There is no universal click count, test duration or lead-cost benchmark here.
Several faults may coexist. Repair confirmed delivery failures first. Allow
time for inquiry outcomes and reporting to mature; do not increase spend just
to reach a sample size. Keep inconclusive findings labeled as such.

GUIDE AND PRIMARY SOURCES
Read the guide:
https://quips.com/blog/google-ads-clicks-no-leads/#diagnostic
Google documentation checked November 10, 2026.
Google Ads: choose a bid strategy for your goals
https://support.google.com/google-ads/answer/2472725

Google Ads: primary and secondary conversion actions
https://support.google.com/google-ads/answer/11461796

Google Ads: troubleshoot conversion tracking
https://support.google.com/google-ads/troubleshooter/13455130?hl=en

Google Ads: use Tag Assistant to troubleshoot conversions
https://support.google.com/google-ads/answer/15756111?hl=en

Google Ads: understand conversion tracking data
https://support.google.com/google-ads/answer/6270625?hl=en

Google Ads: the search terms report
https://support.google.com/google-ads/answer/2472708

Google Ads: advanced location options
https://support.google.com/google-ads/answer/1722038

Google Ads: optimize ads and landing pages
https://support.google.com/google-ads/answer/6238826