# Google Ads conversion tracking for local businesses: what to count

By Banish Angural · Published September 28, 2026 · Updated November 9, 2026

> Local businesses should track calls from ads, calls from the website, form submissions and, where possible, booked jobs imported from their CRM. Mark only real leads as primary conversions. Page views, clicks on directions or time on site should be secondary or left out, because Smart Bidding optimizes toward whatever you call a conversion.

Google’s automated bidding is only as smart as the conversions you feed it. Feed it junk and it will find you more junk, cheaply.

## Primary conversions (bid toward these)

- Calls from ads lasting 60+ seconds.
- Calls from the website lasting 60+ seconds.
- Quote or contact form submissions (thank-you page or confirmed submit).
- Booked jobs imported from your CRM or spreadsheet, if you can.

## Secondary (watch, don’t bid toward)

- Clicks on the phone number (not the same as a call).
- Direction clicks.
- Chat starts.

## Leave out

- Page views and scroll depth.
- Every "contact us" page visit.

## Check it works

1. Submit a test form and confirm it registers.
2. Make a test call from an ad.
3. Compare conversions with what actually reached your inbox and phone each week.

## Is your tracking telling the truth?

Broken or inflated tracking is the most common problem we find. Ask for a [free audit](https://banishmedia.com/free-audit) and we’ll check every conversion in your account. Our [Google Ads management](https://banishmedia.com/services/google-ads-management) sets tracking up properly before spending a dollar.

## Sources

- [Set up your web conversions](https://support.google.com/google-ads/answer/16560108), Google
- [About Smart Bidding](https://support.google.com/google-ads/answer/7065882), Google

## Questions readers ask

### What should I count as a conversion in Google Ads?

Real leads: meaningful calls, form submissions and ideally booked jobs. Avoid counting page views or button clicks as primary conversions.