Teach Google Which Clicks Became Jobs
Google's bidding only learns from what you tell it. This screen tells it which clicks became booked jobs and paid jobs, and what each was worth. It is Automations, then Marketing, then Send Booked Jobs to Google Ads.
Before You Start
- Your Google Ads account is connected in Sources, and auto-tagging is on.
- Calls from your ads reach a tracked number, or leads come through your website, so a click ID is captured.
- Your jobs live in HeadHoncho, so there is a booked job and a payment to send.
The Clients List
On the left is the list of companies, called Clients, with a switch each. If you run one business, you have one row. If you run ads for several shops, each shop has its own switch. A problem shows as Reconnect. The top shows how many are on, for example "1 of 1 on", who is signed in to Google, and a Defaults button. Defaults are the same settings, minus the account, applied to every company that has not set its own.
Turning a Client On
To send booked jobs to Google Ads for a company, press its switch. The first time, a wizard asks five questions, one step each, with the answers already filled in. Each answer saves as you give it, so a half-finished wizard keeps what you said.
- Account. Which Google Ads account is this company? Pick one.
- Jobs. Which jobs count? Booked job and Paid job. At least one stays on.
- Value. What is a job worth? For a paid job: Profit after the sub, Gross profit or Revenue. For a booked job: No value or A set amount.
- Goal. Where do they land in Google Ads? Choose We create them, with a name you can type for each goal, or The agency picks, to use goals already in the account. If you send both stages, choose what Google bids on: Paid job, Booked job or Both.
- Report. When does the report go? You see the first report's rows, the jobs and credits, then press Turn on.
Summary, Settings, Sent
A company that is set up opens on three tabs:
- Summary. The settings as plain lines in one card. Under it, the Next report: when it goes, how often, a Send now button, and its rows. Under that, Sent reports. A line on Summary is a door. Press it and Settings opens on that part, and the setting flashes three times.
- Settings. The same settings one part at a time: Account, Jobs, Value, Goal, Match, Report. Rarer rows sit behind More options. Use the default hands a part back to the defaults.
- Sent. Every report that left. Press one to see its rows and what Google answered for each: Accepted, Refused, Taken back, Too old, Waiting or No credits.
Each Setting
| Setting | What it does | Default |
|---|---|---|
| Send | Booked job, Paid job or both | Both |
| Paid job counts at | When a job is paid | First payment |
| Paid job value | Profit after the sub, Gross profit or Revenue | Profit after the sub |
| Booked job value | No value, or a set amount for every booked job | No value |
| Match by | Click ID, then the customer's phone and email; or Click ID only | Click ID, then phone and email |
| Report goes | As it happens; Once a day at; Once a week on; Only when I press Send | Once a week, Monday at 06:00 in the ad account's time |
| Wait before sending | Hours a job waits before it can go | 24 hours |
| Skip jobs under | A dollar floor | No minimum |
| Canceled or trashed job | Restate to $0, or Leave as sent | Restate to $0 |
| Cap | A largest value to send for one job | None |
| Conversion time | When the job was booked; When the customer called; When it was paid | When the job was booked |
| When turned on | Also send the last N days (up to 90) | 90 days |
| Click window | Days a click can count, for goals we create | 90 days |
A goal's name can be changed later. The save renames it in Google Ads first. If Google refuses, for example because the name is already taken, nothing is saved and Google's sentence is shown. Google Ads keeps the rest of a goal as it was made, so change those parts there. The goal names we create by default are "HeadHoncho Booked job" and "HeadHoncho Paid job".
How a click finds its job: the customer's phone number and the time. Each ticket takes the call from its number that is closest in time to when the ticket was opened. A click is never sent on two tickets. The jobs export uses the same rule.
What It Costs
One credit for every five conversions sent. Corrections are free. The first-report step shows the count before you turn it on, as "First report: N jobs, N credits". See Plans and Usage for how credits work.
When It Refuses
Turning a client on is refused, with the reason, in three cases. This server cannot send. The company has no Google Ads account yet: "Pick this client's Google Ads account first." Or the sign-in lacks the permission: "Google needs one more permission to receive conversions. Press Reconnect and sign in again." Press Reconnect and sign in again to fix the last one.
Google accepts a click for 90 days. With phone and email alone it matches for 63. An older one shows as Too old on the Sent tab.
Why It Matters
A bidder fed calls buys more calls. A bidder fed paid jobs learns what pays. The idea, in plain words, is in Tracking a Lead All the Way to the Job. To do the same thing by hand first, follow How to Import Offline Conversions to Google Ads. The overview of the product side is on the offline conversions page.