How to analyze your Google Ads and your website in one place
Read them as one funnel: the ad brings a click, the website turns the click into a call or a form, and your sales records say which of those became customers. Most problems hide in the gaps between the three.
Why looking at each tool alone misleads you
Google Ads reports clicks and "conversions" as it counts them. Your website analytics reports visits and events. Your phone and CRM know who actually bought. Each one is right about its own part and blind to the others, which is why a campaign can look great in Google Ads while the phone stays quiet.
Step 1: agree on what a result is
Write down the one action that matters for your business: a booked job, a paid order, a qualified demo. Then check what Google Ads counts as a conversion. If it counts page views or button clicks that are not that action, the numbers will always look better than reality.
Step 2: follow one click end to end
Pick a campaign and walk the path a customer takes:
- Search the keyword and look at the ad: does it promise what the page delivers?
- Open the landing page on a phone: does it load fast, and is the phone number or form visible without scrolling?
- Submit the form or tap call: does it work, and does it reach the right person?
- Check that the conversion was recorded once, not twice and not zero times.
Step 3: compare the numbers side by side
For the same period, put three numbers next to each other: what Google Ads says you got, what your website recorded, and what your sales records show. Small differences are normal. Large ones usually mean a broken or duplicated tag, spam leads, or calls that are not tracked at all.
Step 4: look for waste before adding budget
Open the search terms report and find the searches that spent money and never brought a result. Many are unrelated to what you sell. Blocking them as negative keywords is often the fastest saving available, and it does not require any new budget.
Step 5: fix in the right order
First measurement, then waste, then the landing page, and only then budget and bids. Raising budget on a campaign whose tracking is broken just buys more of the unknown.
How Ask Naly does this for you
Naly reads your Google Ads data, your website check, Search Console, Analytics and the lead or order files you upload, together. She shows where the numbers disagree, lists the waste she found with the exact search terms, and recommends what to do first. Nothing changes in your account without your approval.