Objective

Deep dive into why Google Ads is not getting enough/clean enough conversions, with specific attention to conversion actions, CallRail numbers, landing pages, ad copy, keywords, spend levels, and whether Lexington PMax should run concurrently.

What was checked

• Live Google Ads/NotFair: campaign spend, conversion mix, call assets, keywords, search terms, landing pages, PMax assets, recent changes, and conversion-action settings.
• CallRail API: 90-day calls from 2026-03-13 through 2026-06-10, tracker configuration, GCLID/UTM presence, tracking numbers, lead scores, and source names.
• Salesforce/Litify live org: CallRail_Call_Log__c fields and 90-day counts, Intake GCLID fields, and CallRail-to-Intake linkage.
• Local pipeline: export-google-ads-litify-conversions.mjs, scheduled sheet sync, latest 2026-06-10 Google Ads Data Manager export summary.
• Live landing pages: Lexington car accident page, Lexington location page, Spanish pages, homepage.

Main findings

1. Hard outcome upload was under-creditable until fixed today.
   • The local upload feed uses a 90-day lookback.
   • Google Ads had Litify - Signed Retainer (Web Form) and Litify - Converted Intake (Web Form) at 7-day click windows.
   • Today's sheet export produced 14 production rows: 12 signed retainer, 2 converted intake.
   • I updated both conversion actions to 90-day click windows and read back the change.
2. CallRail paid-search number alignment is the biggest tracking gap.
   • Google Ads live call assets use 5028888888, 8598888000, and 5027434333.
   • CallRail active paid-search extension tracking is not aligned across campaigns.
   • Active Louisville Google Ad Extension tracker +15025211954 had 37 calls, 34 with GCLID.
   • Lexington Main Office +18598888000 had 203 CallRail API calls, 0 GCLID; Salesforce had 173 rows, 0 GCLID, 70 linked intakes.
   • Spanish Google Ads +15027434333 had 77 API calls, 0 GCLID; Salesforce had 74 rows, 0 GCLID, 57 linked intakes.
   • Google Ads Spanish live asset uses 5027434333, which matches a CallRail Spanish tracker, but it is still not carrying GCLID.
3. Lexington Search is not merely poor; it is starved and fragmented.
   • 90 days: a - SAIL - Car Accidents Lexington 2026 spent $3,268.98, 93 clicks, 0 primary conversions, 11 all conversions.
   • Average CPC was $35.15 against a $20 daily budget, so the budget buys about 0.57 average clicks/day.
   • Search impression share was 21.4%; lost rank 56.1%; lost budget 22.5%.
   • The active traffic included generic and competitor/person-name queries such as austin mehr, katie gilliam london ky, gerry harris attorney lexington ky, james yoder attorney, civil case lawyer, lawyers in kentucky, and local lawyer.
4. Landing-page routing is inconsistent.
   • /lexington-car-accident-lawyer/ redirects to /car-accident-attorneys-in-lexington/.
   • The car accident page had no static form in fetched HTML, though it includes CallRail, GTM, GCLID markers, Gravity/Intaker markers.
   • /locations/lexington/ had 2 forms and a hidden GCLID field.
   • Live paid landing traffic was split across car accident, location, homepage, team page, practice area, truck, and LP test pages.
5. Current PMax is not a Lexington solution by itself.
   • PMax 2026 in 90 days: $6,205.54 spend, 1,183 clicks, 46 conversions, 133 all conversions, avg CPC $5.25.
   • Its assets are heavily Louisville/general, including Louisville headlines and auto-created Louisville assets.
   • A Lexington-specific PMax should wait until call tracking and landing-page conversion instrumentation are clean, then run as its own constrained test.

Actions completed

• Updated Google Ads conversion action 7579425499 / Litify - Signed Retainer (Web Form) click-through lookback from 7 to 90 days. NotFair change ID 200666.
• Updated Google Ads conversion action 7579425496 / Litify - Converted Intake (Web Form) click-through lookback from 7 to 90 days. NotFair change ID 200667.
• Verified readback: both now show 90-day click windows.

Recommended next actions

1. Rebuild CallRail paid-search tracking map before any larger budget move.
   • Create or re-enable dedicated active CallRail source/session trackers for Google Ads Louisville/Brand/PMax, Google Ads Lexington English, Google Ads Spanish Louisville, and Google Ads Spanish Lexington.
   • Align Google Ads call assets to the exact CallRail paid-search tracking numbers, not main office/destination numbers.
   • Verify each generates GCLID in CallRail and CallRail_Call_Log__c.GCLID__c in Salesforce.