Replacing noisy Google Ads signals with verified business leads

A fragmented WordPress tracking setup was rebuilt around clear primary and secondary conversions, a single production GTM container, and Iubenda Consent Mode v2.

The challenge

Google Ads was running without meaningful lead visibility. Candidate and newsletter activity was mixed with real B2B enquiries, while old GTM containers and hardcoded Google Ads scripts introduced conflicting sources.

Implementation

Replaced the uncontrolled legacy implementation with one production GTM measurement layer. Made successful lead form submission and phone clicks primary Google Ads conversions; email clicks, newsletter and e-book signups became secondary. Used an Elementor-specific submit attempt marker plus a confirmed success state and session cleanup to prevent refresh duplicates. Mapped Iubenda consent states to Consent Mode v2 and removed the old Ads code after replacement tags passed QA.

Verification

Tag Assistant demonstrated GA4 and Google Ads lead tags firing after the successful form state. Incomplete-form submits did not reach the confirmed conversion state. Lead success page reload and direct URL entry were tested against duplicate conversions. Reject-all, accept-all and marketing-only consent states were inspected.

Technical outcomes

One controlled production GTM container. Five governed conversion actions with defined optimization roles. Verified consent-aware tag behavior and lead deduplication logic.

Scope and evidence limits

This documents tracking architecture and QA, not an increase in leads or campaign ROAS. No post-launch commercial uplift is claimed.

Services · Case studies · Contact