Ads Conversion Audit
Previous professional work

Where this method came from

Two engagements Jose ran before Ads Conversion Audit existed, with authorised access to the advertising accounts. The figures are as they were measured at the time. Both are here because they are where the argument the rest of this site makes was arrived at.

Work carried out by Jose Tabbada before Ads Conversion Audit existed, with authorised access to the advertising accounts. These businesses were not clients of Ads Conversion Audit. Figures are stated as they were measured at the time, including their qualifiers.

One of these engagements included managing the campaigns. Ads Conversion Audit does not offer that, and will not: an audit of measurement is only worth having from someone with no stake in the campaigns being measured. The reason the work is shown is that it is where the method came from.

Two engagements, with the figures as recorded

Turning ad spend into 116 booked appointments

Business
Accounting and tax practice, Australia
Period
Tax season
Role
Campaign management and measurement, with full account access
The problem

During tax season, clicks were not the result that mattered. The practice needed people actually booking appointments.

Advertising performance had to answer one question: how much are we spending, how many appointments are we getting, and how much business is that producing?

What was done
  • The paid-search campaign was built around the services people were actively looking for.
  • Completed appointment bookings, rather than softer actions such as page visits or button clicks, became the thing performance was judged against.
  • Advertising and booking data were connected closely enough to put a minimum attributable sales value against those appointments.
Measured result

A$8,500 in Google Ads spend produced:

116
Booked appointments
A$34,200+
Attributable sales
4.05x
Minimum return on ad spend
A$72.93
Cost per booking
15.83%
Conversion rate

The practice was not left looking at a click count and wondering whether the advertising had worked.

It could connect spend to something commercially meaningful: people booking an appointment.

The part that transfers The decision that made the reporting useful was choosing to measure booked appointments instead of page visits.

Stopping Google Ads from treating small actions like real customers

Business
Online tax service, Australia
Period
January to April 2026
Role
Measurement rebuild, with full account access
The problem

The advertising setup had accumulated several small website actions that could be treated as signs of success, such as starting a form or clicking a button.

Someone starting an application is not the same as someone completing one. That creates a dangerous situation: Google can appear to be producing plenty of activity while the business actually cares about a much smaller number of completed customers.

What was done
  • Measurement was rebuilt around the actions that mattered commercially.
  • Completed product forms became the central measurable outcome, with meaningful values attached.
  • Advertising data was connected with the form and customer-management systems, so reporting could increasingly follow a prospect beyond the initial click.
Measured result

Over four months of paid activity:

1,604
Paid clicks
70
Completed product forms
approximately 4.4%
Click to completed form rate
A$189
Spend per completed form

The improvement was not that another tracking tag had been installed.

It was that advertising could now be judged against completed customer actions instead of loose signs of interest.

The part that transfers A conversion number is only useful if the thing being counted actually matters to the business.

Why there are no figures anywhere else on this site

These are the only numbers that can be stated defensibly: measured with account access, by the person who did the work, with the qualifiers they were recorded with.

Everything else on this site describes findings from external checks where no account access was used. Attaching numbers to those would mean inventing them, and a business whose entire proposition is that other people cite unverified figures does not get to do that.

It also means these two are not a forecast, a benchmark or an expectation. They describe what two specific businesses measured in their own circumstances. What transfers is the method, not the result.

The same question, asked about your account.

What is being counted as a conversion, and would your business call it a customer? The free check answers as much of that as public evidence allows, and says where it stops.

Request a free conversion checkSee findings from external checks →
Questions about this work
Were these businesses clients of Ads Conversion Audit?

No. This work was carried out by Jose Tabbada before Ads Conversion Audit existed, as a practitioner with authorised access to the advertising accounts.

Ads Conversion Audit has no client results to publish yet, and this page exists instead of inventing some. When there are client outcomes to report, they will be labelled as such and these will stay where they are.

Why does this include campaign management when you do not offer it?

Because it is where the method came from, and leaving it out would be a more misleading account of how this business was arrived at.

One of these engagements included managing the campaigns as well as the measurement. Ads Conversion Audit deliberately does not offer that, for the reason the rest of the site keeps returning to: an audit of measurement is only worth having from somebody with no stake in the campaigns being measured.

Can you produce results like these for my business?

These figures describe what two specific businesses measured in their own circumstances. They are not a forecast, a benchmark or an expectation, and no honest reading of them supports treating them as one.

What does transfer is the method: deciding what a conversion should mean before judging performance against it. What that produces in your case depends on your market, your margins, your website and what your current setup is doing, none of which these numbers can tell you.

Why are there no performance figures anywhere else on this site?

Because these are the only ones that can be stated defensibly. Measured with account access, by the person who did the work, with the qualifiers they were recorded with.

Everything else on the site describes findings from external checks where no account access was used. Attaching numbers to those would mean inventing them, and a business whose entire proposition is that other people cite unverified numbers does not get to do that.