Google Ads that report real leads, not guesses.
We set up & run Google Ads for Perth businesses with the measurement done properly: Google Tag Manager, GA4, conversion tracking, lead forms & Calendly bookings, all wired so Google bids towards the enquiries you actually receive.
Run by iST Digital from Mount Hawthorn. Perth-based since 2007.
- 09:14:02page_viewpage: / source: google / cpc (gclid captured)
- 09:15:47form_startform: audit-request
- 09:16:30generate_leadenhanced conversion: email + phone, hashed by Google
- 09:17:05book_appointmentcalendly: 20-minute audit call
- 09:17:06conversion sentGoogle Ads: Lead (primary) +1, GA4 key event +1
The first row is your visit. Click a button on this page & your own events appear above the example enquiry.
Where Perth Google Ads budgets quietly leak
Google's bidding only learns from what you tell it is a conversion. When tracking is wrong, the spend still goes out, it just chases the wrong people.
Conversions that aren't leads
Contact page views, scroll events & "form submits" that count failed attempts get marked as primary conversions. Smart bidding optimises towards them & reports a cost per lead that doesn't match your inbox.
Leads Google never hears about
Phone calls, Calendly bookings inside an iframe & forms that redirect off-site often never reach Google Ads. The campaigns that work look like they don't, & budget drifts to the ones that don't.
No line from click to customer
Without the GCLID stored against each enquiry, you can't tell which keywords produced paying customers, & you can't send qualified leads back to Google to bid on quality instead of volume.
Four pieces that have to work together
Most agencies do the ads & leave tracking to a developer. We build both, because each piece only pays off when the others are right.
Google Ads setup & management
Search & Performance Max campaigns structured around how Perth customers search, with Perth-only location targeting, ad schedules in AWST & bidding that moves to tCPA once the data supports it.
- Search
- Performance Max
- Negative keywords
- Call assets
Google Tag Manager & GA4
A clean, versioned GTM container, a GA4 property configured for lead generation & Consent Mode v2 in place before a single ad runs.
- GTM container
- GA4 key events
- Consent Mode v2
- Search Console link
Conversion tracking
Google Ads conversion tags for forms, bookings & calls, enhanced conversions for leads & offline imports from your CRM so Google learns which clicks became customers.
- Enhanced conversions
- Call tracking
- Offline import
- Conversion values
Lead forms & Calendly booking
Short forms that capture the GCLID & UTMs, spam protection without CAPTCHAs, & Calendly booking embedded on your site with every scheduled call tracked as a conversion.
- Hidden attribution fields
- Calendly events
- Thank-you flows
- CRM routing
What gets set up on every account
This is the baseline, not an upsell. Every item is tested in Tag Assistant & Google Ads diagnostics before campaigns go live.
- GTM container with a naming conventionTags, triggers & variables grouped in folders, every publish versioned & described.
- GA4 property for lead generation14-month data retention, internal traffic filtered, Calendly excluded as a referrer.
- Consent Mode v2Defaults set before any tag fires, with stricter defaults for UK & EEA visitors.
- Google Ads conversion tagsOne primary lead conversion, with calls, bookings & micro-actions set as secondary where they belong.
- Enhanced conversions for leadsEmail & phone passed from the form, hashed by Google, to recover conversions lost to cookie limits.
- Click ID & UTM captureGCLID, GBRAID, WBRAID & UTMs stored for 90 days & attached to every enquiry.
- Lead form eventsform_start, generate_lead & form_error pushed to the dataLayer only on a confirmed send.
- Calendly booking eventsViewed, time selected & scheduled events captured from the embed & sent as conversions.
- Phone call trackingCall assets in ads, click-to-call on mobile & website call tracking with Google forwarding numbers.
- Account linkingGoogle Ads, GA4, Search Console & Merchant Center (for e-commerce) linked & auto-tagging on.
How a new account goes live
Tracking is built & proven before budget is spent. A typical setup takes two to three weeks from audit to launch.
Audit
We review your Google Ads, GA4, GTM & site, & find what's counted, double counted or missing.
Measurement plan
We agree what a lead is worth & which actions count as primary conversions.
Build & test
GTM, GA4, conversions, forms & Calendly built, then tested with real test enquiries.
Launch
Campaigns go live with Perth targeting, AWST ad schedules & conservative starting bids.
Optimise monthly
Search terms, negatives, bids & landing pages reviewed, with a plain-English report each month.
Built for Perth businesses that live on enquiries
We run Google Ads & tracking for dental practices, allied health clinics, mobility equipment retailers, trades & service businesses, & e-commerce stores. If a lead is a phone call, a form or a booked appointment, the setup is designed around it.
Because we also build & host websites, we can fix the landing page, the form & the tracking in the same job instead of passing tickets between three suppliers.
// Sent only after the server confirms the enquiry dataLayer.push({ event: 'generate_lead', form_id: 'audit-request', lead_type: 'form', lead_id: 'GAP-20261006-4F2A', currency: 'AUD', user_data: { email: 'jo@yourclinic.com.au', phone_number: '+61894432221' } });
Questions Perth business owners ask first
More detail on budgets, tracking & bookings on the full FAQ page.
How much does Google Ads management cost in Perth?
It depends on the number of campaigns, locations & how much tracking work your site needs. We quote a fixed setup fee & a fixed monthly management fee after the free audit, so you know the cost before anything starts. Ad spend is paid directly to Google on your own card.
Do I need Google Tag Manager to run Google Ads?
Not strictly, but we set it up on every account. GTM lets us add & change conversion tracking, GA4 events, enhanced conversions & Calendly booking tracking without editing your site's code each time, & every change is versioned so it can be rolled back.
Can you fix tracking on an account another agency set up?
Yes. Most of our audits are on existing accounts. We check which conversions are set as primary, whether forms & bookings actually fire, whether enhanced conversions & Consent Mode are in place, & whether click IDs are being stored. Then we rebuild only what's broken.
Will I own my Google Ads account & tracking?
Yes. The Google Ads account, GA4 property & GTM container are created in your name, & we work through manager access. If you ever leave, everything stays with you.
Do you only work with Perth businesses?
Our office is in Mount Hawthorn & most clients are across the Perth metro area, but tracking & Ads management work just as well remotely. We run campaigns targeting Perth, regional WA & national audiences.