High CTR, Zero Conversions in Google Ads? Here’s the 7-Step Fix (2026)

TL;DR

If CTR is healthy but conversions are missing, you likely have a measurement gap, not a performance problem. Fix the thank-you/event trigger, import conversions once, enable Enhanced Conversions, set windows correctly, capture gclid/wbraid, and import offline conversions from your CRM.

The Symptoms (from Jan 1–10 example)

• Spend: ~€3.5k
• CTR: 3–22% (strong)
• Google Ads: near-zero conversions
• Reality: 18–20 inbound leads

Why Attribution Breaks

• Thank-you URL/event not unique or not firing
• GA4 imported + Ads tag = duplicates/omissions
• Third-party tools (Calendly/HubSpot/Typeform) causing session breaks
• Missing Enhanced Conversions (web/leads)
• gclid/wbraid not stored → no offline match
• Consent Mode v2 not respected, or duplicate tags/self-referrals

The 9-Point Checklist (Do These in Order)

1. Map your real funnel (ad → LP → browse → demo → thank-you). Identify the single conversion event.
2. Tag validation
   • Use Tag Assistant / GTM Preview to confirm the conversion triggers only once.
3. Pick ONE source of truth
   • Import from GA4 or use a Google Ads conversion action (not both).
4. Enable Enhanced Conversions
   • Web purchase/lead & Enhanced Conversions for Leads with hashed email/phone.
5. Set conversion settings
   • Count: One (for leads)
   • Click-through window: 90 days
   • View-through window: 1–30 days (choose based on channel)
   • Include in “Conversions”: Yes for primary KPIs
6. Capture gclid/wbraid
   • Add hidden fields to forms; store IDs in CRM.
7. Offline Conversion Import (OCI)
   • Upload qualified stages (SQL, Opp, Won) to close the loop and train bidding.
8. Cross-domain & consent
   • Ensure GA4 cross-domain for booking tools; implement Consent Mode; remove duplicate tags.
9. Click-fraud hygiene
   • Monitor spikes, exclude abusive IPs/placements, and consider a trusted tool.

GTM Trigger for Thank-You URL

• Trigger type: Page View – Window Loaded
• Condition: Page URL contains /thank-you (adjust to your path)

C. GA4 → Google Ads: Import Conversions (Recommended)

• GA4 Admin → Product Links → Google Ads
• Import only the primary event (e.g., generate_lead).
• In Google Ads, mark that event as Primary; avoid duplicating with an Ads tag.

D. Enhanced Conversions (Leads) – Basic Fields

• Email (hashed), Phone (hashed), First/Last name, Country, ZIP
• Implement via GTM or Google Ads tag; ensure consent signals are respected.

Troubleshooting Flow (Use This When Stuck)

1. Does the conversion event fire? (Tag Assistant)
2. Is it imported once into Ads? (No duplicates)
3. Is Enhanced Conversions active & verified?
4. Are windows/“Include in Conversions” set correctly?
5. Do cross-domain sessions persist?
6. Are gclid/wbraid captured and stored?
7. Can you match CRM leads back with OCI?
8. Any consent/duplicate/self-referral issues in GA4 DebugView?
9. Any invalid-click patterns? (IP/placement exclusions)

Calendly / HubSpot / Typeform Notes

• Prefer redirect to a thank-you URL after submit and fire conversion there.
• If staying on the same URL, fire a custom event (e.g., lead_submit) on successful callback and import that as the conversion.
• For HubSpot, use Ads Optimization Events or pass gclid into contact properties for OCI.

FAQ

Q: GA4 shows conversions but Google Ads doesn’t—why?
A: You might be looking at GA4 goals, not imported Ads conversions. Import the exact event and mark it Primary.

Q: My leads close days later. Will Ads see it?
A: Yes—use Enhanced Conversions and Offline Conversion Import to credit Ads even when the final action happens later.

Q: Should I use “Every” or “One” for leads?
A: One (to avoid overstating lead volume if a user submits multiple times).

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