I recently had the pleasure of working with Red+White Marketing Agency, and I couldn't be more impressed with their services! From the outset, their team demonstrated exceptional professionalism and creativity. They took the time to understand my business needs and crafted a tailored marketing strategy that truly resonated with my target audience. The communication throughout the process was outstanding, they kept me informed at every stage and were always receptive to feedback. Their innovative approach to digital marketing helped elevate my brand's online presence significantly. I noticed an increase in engagement and leads almost immediately after implementing their strategies. What I appreciated most was their dedication to results. Red+White Marketing Agency not only delivered on their promises but exceeded my expectations. If you're looking for a marketing agency that combines passion, expertise, and a personal touch, I highly recommend Red+White. They are a powerhouse in the marketing world, and I look forward to continuing our partnership!
Google Ads shows conversions but no sales? 5 checks
Intro
Your Google Ads account says it delivered 47 conversions last month. Your sales team remembers about nine enquiries. Nobody can explain the other 38.
When Google Ads shows conversions but no sales, the instinct is almost always to assume the leads got lost somewhere. Usually they were never there. The account is counting something that isn’t a sale, and reporting it with total confidence.
That matters more than it first appears. Your cost per lead, your return on ad spend, and every decision you make from them are all built on that conversion number. If the number is measuring the wrong thing, every calculation downstream of it is wrong too, and it will look perfectly reasonable the whole time.
Key takeaways
- Google Ads reports what you told it to count. If a conversion action is set to fire on a button click or a page view, that’s a conversion, even though nobody enquired.
- The fastest check takes two minutes: compare the account’s conversion count for last month against the number of real enquiries your team received.
- Fractional conversions like 0.5 are normal. Google splits credit for one sale across the ads that contributed to it.
- Your Google Ads and GA4 numbers are supposed to disagree. They count on different dates and attribute differently.
- We swept the 19 client accounts we manage that spent money in the last 90 days. Only 5 tracked conversion values that reflect real revenue.
What counts as a conversion in Google Ads?
A conversion is any action you have told Google Ads to record. That can be a completed purchase, a submitted enquiry form, a phone call, or something far weaker like a click on a button, a visit to a contact page, or time spent on the site. Google counts whatever it was pointed at, without judging whether it was worth anything.
This is the root of nearly every “conversions but no sales” case we see. Nobody set out to measure the wrong thing. The account was set up quickly, a few actions were switched on because they were available, and the definition of success drifted from “somebody became a customer” to “somebody clicked the thing”.
The distinction that matters most is Primary versus Secondary. Primary conversion actions are the ones Google’s automated bidding actively chases, so they shape where your budget goes. Secondary actions are recorded for observation only, and Google’s documentation on primary and secondary conversion actions sets out how that split works. If a soft action like a page view is sitting in the Primary column, you are paying Google to find you more page views, and it will succeed.
The micro-conversion trap
We saw this play out on a theatre school’s account. Performance Max impressions hit an all-time high in June while conversions collapsed and the cost per result went from roughly R100 to R140 in the first quarter up to about R841 in June. The campaign hadn’t stopped working in the way it looked. Soft signals like button clicks and general website visits were being counted as goals, so the bidding system optimised hard toward the cheapest possible version of those actions and away from actual enquiries.
The fix wasn’t a budget change. It was removing the junk from the conversion column so the system had something real to aim at.
Can you trust the numbers in your own account?
Only if you’ve checked what they count. In a sweep of the 19 client Google Ads accounts we manage that spent money in the last 90 days, 8 were recording a conversion “value” that was really just a lead count, and 4 spent money across the full 90 days while recording no conversions at all. Only 5 tracked values that reflected real revenue.
That sweep is our own book, run on 13 August 2026, and it’s worth being precise about what it shows. These are live, managed accounts, several of which we inherited in exactly this state and are working through. The point isn’t that the numbers are worthless. It’s that a conversion figure means nothing until somebody has confirmed what sits behind it, and that confirmation happens far less often than most owners assume.
How do you check if your conversion number is real?
Run five checks, in order. Read your conversion actions to see what they count, compare the account’s total against the enquiries your team actually received, rule out double counting, rule out spam, then confirm the tracking still fires. Each takes minutes, and each rules out a different cause of the gap.
1. Open the conversion actions list
In your Google Ads account, go to Goals, then Conversions, then Summary. You’ll see every action the account records, with a column showing which are Primary and which are Secondary. Read each name and ask one question: does this represent a real enquiry or sale?
Anything along the lines of “page view”, “button click”, “engaged session” or “contact page visit” sitting in the Primary column is a problem. Those aren’t customers.
2. Compare against your own records
Take last month’s conversion count from the account. Then ask whoever answers the phone or the inbox how many genuine enquiries came in. You are not looking for an exact match, because some enquiries never get logged and some conversions arrive late. You are looking for the size of the gap.
If the account says 47 and your team says nine, the account is measuring something else. If the account says 12 and your team says nine, the tracking is broadly honest.
3. Check for double counting
One enquiry should record one conversion. If a tracking tag is installed twice, or fires on both a button click and the thank-you page, a single enquiry gets recorded two or three times. This inflates your conversion count and makes your cost per lead look better than it is.
The tell is a conversion count that’s a neat multiple of your real enquiries. Twice as many, or three times as many, is rarely a coincidence.
4. Rule out spam and bot submissions
A bot completing your contact form counts as a conversion exactly like a real person, because the account measures the submission, not the human behind it. Google filters some of this automatically and documents how it detects invalid traffic, but filtering happens on clicks rather than on the quality of a form fill, so spam still reaches your inbox and your conversion column.
If your lead volume looks healthy while your sales team sits idle, open the actual form submissions and read them. Nonsense names, mismatched country codes, and identical messages arriving minutes apart are the usual signs.
5. Confirm the tracking still works
Tracking breaks without announcing itself. Websites get redesigned, tags get removed, and nobody notices because the account keeps reporting numbers.
We caught this on a blinds retailer’s account that had logged zero conversions every day for more than 19 days while the ads ran normally. The cause was that the website was still firing at old conversion labels after the account had been rebuilt with new ones. The signals were landing on actions that no longer existed. It was only found by comparing the live label strings against what the account expected, rather than trusting that a previous test had passed.
Submit a test enquiry through your own website and confirm it appears in the account within a day or so. Google’s own guidance on checking conversion tracking status covers what each status label means.
Why don’t my Google Ads and GA4 numbers match?
They aren’t supposed to match, and chasing agreement between them wastes a lot of time. Google Ads credits a conversion to the date of the ad click, while GA4 credits it to the date the conversion happened. A click on the 28th that becomes a sale on the 3rd lands in different months depending on which tool you ask.
The two also attribute differently. Google Ads only reports conversions it can tie back to an ad interaction, and it applies its own attribution model. Google’s guide to data discrepancies explains the timing difference and suggests adding a “Conversions (by conv. time)” column when you want the two to line up more closely.
So a gap between the platforms is expected. The gap worth investigating is the one between your ad account and your actual enquiries, which is check 2 above.
What a fractional conversion means
If you see 0.5 or 2.33 conversions on a row, nothing is broken. Google splits credit for one conversion across the keywords and ads that contributed to it, so a single sale can appear as fractions spread across several rows. They add up correctly at the campaign level. They only mislead when you read one row in isolation.
Isn’t this just a tracking problem?
Not always, and assuming it is will send you down the wrong path. Sometimes the tracking is accurate and the enquiries are genuinely real, but they don’t turn into sales because of what happens after the click.
A useful way to isolate this: check whether every channel is underperforming, or only Google Ads. If enquiries from your other channels convert into customers at a normal rate and only Google Ads enquiries stall, the likely causes are inside the account, in the campaign type or the tracking setup. If nothing is converting anywhere, the problem is more likely your website, your offer, or your follow-up speed.
That distinction saves a lot of wasted effort. We wrote about the broader diagnostic in why your Google Ads aren’t converting, and the same logic applies to a rising cost per lead.
There’s a third possibility worth naming: the tracked number can also understate reality. With Vacationist, bookings route through a third-party engine that analytics can’t always follow, so we report the tracked return on ad spend as a floor rather than a ceiling. The tracked figure sat above 310%, and the real one is higher. Being straight about that in both directions is the point.
What does a trustworthy setup look like?
A conversion action should map to something a salesperson would recognise as an enquiry or a sale. Not a click, not a scroll, not a visit.
When we take over an account, tracking gets fixed before any growth spend goes near it. With Anglo Windows, a Cape Town windows and home improvement business, the measurement was rebuilt first and the campaigns were structured around enquiry conversions from the start. Over 60 days that produced a 156% traffic increase, 226% more visibility, and 57% more leads month on month. An account you can’t measure is an account you can’t improve, and no amount of budget changes that order of operations.
The same discipline applies to what you count as success. With Handles Inc, an e-commerce hardware retailer, we manage to return on ad spend rather than topline revenue, which means turning down spend that would lift revenue while dragging the ratio down. That’s only possible because the conversion values in that account reflect real sales, at 4x return on ad spend and R327 per sale. Without trustworthy values, that decision can’t even be made.
If you’d rather not audit this yourself, it’s the first thing we check on any account. Our Google Ads management starts with the conversion setup, and analytics and tracking is a standalone piece of work when the measurement is the whole problem.
The bottom line
Google Ads reports exactly what it was told to count, with no opinion on whether it was worth anything. A conversion figure is a claim, not a fact, until somebody has opened the account and confirmed what sits behind each action.
Run the five checks. Read your conversion actions, compare the count against real enquiries, rule out double counting and spam, and confirm the tracking still fires. If the gap between the account and your sales team is large, you’ve found the problem, and it’s a fixable one.
If you want someone to run that audit properly, talk to us. It’s a short piece of work, and it usually ends with a specific answer about which of your numbers you can trust.
Questions.
Why does Google Ads show conversions but no sales?
Usually because the account is counting something that isn't a sale. A conversion action can be set to fire on a button click, a page view, or a form that nobody completed. Google reports those as conversions with full confidence. Check what each conversion action actually counts before you assume the sales are missing.
How do I check if my Google Ads conversion tracking is accurate?
Open Goals, then Conversions, then Summary in your Google Ads account. Look at every action marked Primary and ask whether each one represents a real enquiry or sale. Then compare the account's conversion count for last month against the enquiries your team actually received. If those two numbers aren't close, the account is measuring something else.
What does 0.5 of a conversion mean in Google Ads?
Google splits credit for one conversion across several ads or keywords that contributed to it, so a single sale can appear as fractions across multiple rows. Fractions are normal and aren't a fault. They only become a problem when you read a single row's number as a whole sale.
Should my Google Ads conversions match my GA4 numbers?
No, and they rarely do. The two tools count differently. Google Ads credits a conversion to the date of the ad click, while GA4 credits it to the date it happened, and each uses its own attribution rules. A gap between them is expected. A gap between your ad account and your actual enquiries is the one worth investigating.
Can Google Ads count fake or spam leads as conversions?
Yes. A bot filling in your contact form counts as a conversion the same as a real customer, because the account is measuring the form submission, not the quality of the person behind it. If your lead volume looks healthy but your sales team is idle, spam is one of the first things to rule out.
What our clients say.
5.0I have worked with a few agencies before, but none come close to the great service, communication and results we have had while using Red+White! They have managed our Google Ads account, running P-Max, Search and Dynamic Search ads - and helped us achieve a great return on investment by reaching targets for our e-commerce store! Thank you Darren and Jean for your clear communication and undying dedication to detail while handling our account!
Working with Red + White Agency has been a game-changer for our brand. Their strategic approach and creative insight have significantly boosted our brand awareness and elevated how we connect with our audience. From day one, they demonstrated a deep understanding of our goals and delivered solutions that not only resonated with our audience but also improved the overall user experience across our platforms. Their team is proactive, responsive, and incredibly easy to work with, always going the extra mile to ensure we're ahead of the curve. We've seen measurable improvements in engagement and customer satisfaction since partnering with them. If you're looking for a team that truly understands how to grow and refine your brand, Red + White Agency is the way to go. Highly recommended!
I had the pleasure of working with RED MARKETING, and I can confidently say they are an outstanding agency. Their efficiency and creativity are truly impressive, and they maintain a remarkably high standard of attention and insight for their clients. What sets them apart is their commitment to treating each client as a unique individual, ensuring that every strategy is tailored to specific needs. They pride themselves on being at the top of their game, and it shows in their results. If you're looking to elevate your brand, I highly recommend RED MARKETING!
Wow guys! Thank you to Jean and his team for making it super easy and effective to get my website and website traffic to where it is now. With so much knowledge in the space, our SEO and Google tracking has proven itself monthly!! Can't recommend this enough for ALL business 👏 Many thanks from IVgo Cape Town!
I Wanted to take a moment to share my thoughts on working with Darren, Jean, and their incredible team. From the get-go, these guys have been nothing short of amazing. It’s not just their skills with Google Ads that’s impressive – it’s their attitude and approach that really stand out. Working with Darren and Jean feels like teaming up with friends who genuinely care about your success. They're super easy to work with, always warm, and bring a positive vibe that makes even the toughest of tasks seem doable. They're not just in it for the paycheck – it’s clear they're here to help us succeed, and that’s exactly what they’ve done. It’s been a great journey with them, and I can’t recommend these guys enough. If you're looking for a team that's skilled, dedicated, and truly values your success, look no further. Cheers to Darren, Jean, and the team for being awesome at what they do!
As a team of creatives, having RED & WHITE to pass our clients on to has been a massive help for our team. They offer the necessary advertising services that our team do not have the capabilities , or specialist understanding to offer. Transparent and trustworthy are the best way I could describe what to expect if you decide to work with their team. It also goes without saying they know what they are doing in the advertising space but you can ask them anything you like to bring your own peace of mind, as I mentioned earlier, they are very transparent with their capabilities and what you can expect from them.
We couldn't be happier with the results our SEO agency Red + White have delivered! Their expertise, dedication, and strategic approach have significantly improved our website's rankings and online visibility. Thanks to their efforts, we've seen a noticeable increase in traffic and conversions. Highly recommend their services!
We are incredibly grateful to Jean and the team for elevating Royal Paving's, landscaping services. Thanks to their support, we've experienced significant growth in our business. Highly recommend their expertise!
We moved over to red and white and experienced immediate increases in leads. They are a pleasure to deal with.
Amazing service from red+white Digitally Creative, great communication from Jean and team, we appreciate you working late and making sure we are always on top of the game, great customer service. I would advise anyone to use their services without any hesitation. Their prices are very competitive.
Working with, red+white Agency has been the best ever move for my business. We are always at the top of any Google search, and they are amazing at problem-solving: their service is top-notch! Thanks, Jean and team!
Knowledgeable and efficient 👌 We trust Red + White with all our collaborations!
Strategic, attention to detail, hands on expertise. Great service! Highly recommend Red+White.
Fantastic service! Highly recommend red+white Agency for any digital marketing needs!
Excellent service!! Great creativity and brilliant communication. Thanks Jean & team!!
Awesome service
I recently had the pleasure of working with Red+White Marketing Agency, and I couldn't be more impressed with their services! From the outset, their team demonstrated exceptional professionalism and creativity. They took the time to understand my business needs and crafted a tailored marketing strategy that truly resonated with my target audience. The communication throughout the process was outstanding, they kept me informed at every stage and were always receptive to feedback. Their innovative approach to digital marketing helped elevate my brand's online presence significantly. I noticed an increase in engagement and leads almost immediately after implementing their strategies. What I appreciated most was their dedication to results. Red+White Marketing Agency not only delivered on their promises but exceeded my expectations. If you're looking for a marketing agency that combines passion, expertise, and a personal touch, I highly recommend Red+White. They are a powerhouse in the marketing world, and I look forward to continuing our partnership!
I have worked with a few agencies before, but none come close to the great service, communication and results we have had while using Red+White! They have managed our Google Ads account, running P-Max, Search and Dynamic Search ads - and helped us achieve a great return on investment by reaching targets for our e-commerce store! Thank you Darren and Jean for your clear communication and undying dedication to detail while handling our account!
Working with Red + White Agency has been a game-changer for our brand. Their strategic approach and creative insight have significantly boosted our brand awareness and elevated how we connect with our audience. From day one, they demonstrated a deep understanding of our goals and delivered solutions that not only resonated with our audience but also improved the overall user experience across our platforms. Their team is proactive, responsive, and incredibly easy to work with, always going the extra mile to ensure we're ahead of the curve. We've seen measurable improvements in engagement and customer satisfaction since partnering with them. If you're looking for a team that truly understands how to grow and refine your brand, Red + White Agency is the way to go. Highly recommended!
I had the pleasure of working with RED MARKETING, and I can confidently say they are an outstanding agency. Their efficiency and creativity are truly impressive, and they maintain a remarkably high standard of attention and insight for their clients. What sets them apart is their commitment to treating each client as a unique individual, ensuring that every strategy is tailored to specific needs. They pride themselves on being at the top of their game, and it shows in their results. If you're looking to elevate your brand, I highly recommend RED MARKETING!
Wow guys! Thank you to Jean and his team for making it super easy and effective to get my website and website traffic to where it is now. With so much knowledge in the space, our SEO and Google tracking has proven itself monthly!! Can't recommend this enough for ALL business 👏 Many thanks from IVgo Cape Town!
I Wanted to take a moment to share my thoughts on working with Darren, Jean, and their incredible team. From the get-go, these guys have been nothing short of amazing. It’s not just their skills with Google Ads that’s impressive – it’s their attitude and approach that really stand out. Working with Darren and Jean feels like teaming up with friends who genuinely care about your success. They're super easy to work with, always warm, and bring a positive vibe that makes even the toughest of tasks seem doable. They're not just in it for the paycheck – it’s clear they're here to help us succeed, and that’s exactly what they’ve done. It’s been a great journey with them, and I can’t recommend these guys enough. If you're looking for a team that's skilled, dedicated, and truly values your success, look no further. Cheers to Darren, Jean, and the team for being awesome at what they do!
As a team of creatives, having RED & WHITE to pass our clients on to has been a massive help for our team. They offer the necessary advertising services that our team do not have the capabilities , or specialist understanding to offer. Transparent and trustworthy are the best way I could describe what to expect if you decide to work with their team. It also goes without saying they know what they are doing in the advertising space but you can ask them anything you like to bring your own peace of mind, as I mentioned earlier, they are very transparent with their capabilities and what you can expect from them.
We couldn't be happier with the results our SEO agency Red + White have delivered! Their expertise, dedication, and strategic approach have significantly improved our website's rankings and online visibility. Thanks to their efforts, we've seen a noticeable increase in traffic and conversions. Highly recommend their services!
We are incredibly grateful to Jean and the team for elevating Royal Paving's, landscaping services. Thanks to their support, we've experienced significant growth in our business. Highly recommend their expertise!
We moved over to red and white and experienced immediate increases in leads. They are a pleasure to deal with.
Amazing service from red+white Digitally Creative, great communication from Jean and team, we appreciate you working late and making sure we are always on top of the game, great customer service. I would advise anyone to use their services without any hesitation. Their prices are very competitive.
Working with, red+white Agency has been the best ever move for my business. We are always at the top of any Google search, and they are amazing at problem-solving: their service is top-notch! Thanks, Jean and team!
Knowledgeable and efficient 👌 We trust Red + White with all our collaborations!
Strategic, attention to detail, hands on expertise. Great service! Highly recommend Red+White.
Fantastic service! Highly recommend red+white Agency for any digital marketing needs!
Excellent service!! Great creativity and brilliant communication. Thanks Jean & team!!
Awesome service
See also.
SEO How to measure SEO ROI: 5 real checks for 2026
How to measure SEO ROI: 5 real checks for 2026
The SEO ROI formula is easy. The data feeding it usually isn't. 5 checks that show whether your SEO spend is paying off, from a Cape Town agency.
AI How to get your business recommended by AI
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SEO Do you need to rank #1 for AI Overviews? Real data.
Do you need to rank #1 for AI Overviews? Real data.
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