Why Google Ads Isn’t Recording Your Leads

Your campaigns are getting clicks and your inbox is getting enquiries, but Google Ads shows zero conversions. This is one of the most common problems I see in new accounts, and it usually comes down to a handful of setup issues.

1. The conversion tag never fires

If the Google Ads conversion tag is set to fire on a thank-you page that no longer exists, or on a form that submits with AJAX and never changes the URL, the tag simply never loads. Open Tag Assistant, submit a test lead and check whether the tag fires at all.

2. The wrong trigger in Google Tag Manager

A form submission trigger in GTM does not work for every form. Many modern form plugins stop the native submit event. Use a custom event pushed to the dataLayer on success instead, and trigger the conversion tag from that event.

3. Missing conversion linker

Without the Conversion Linker tag, the click ID (gclid) is not stored, so Google Ads cannot connect the lead back to the ad click. Add the Conversion Linker on all pages.

4. Consent mode blocks the tag

If you use a cookie banner, check that consent mode is configured correctly. A banner that blocks everything by default can remove most of your conversions from reporting.

5. The conversion action is set to Secondary

Secondary conversions are recorded but not shown in the Conversions column. Check the goal settings in Google Ads and make sure your lead action is Primary.

If you have checked all five and still see nothing, request a free tracking audit and I will look at your setup.