Google Ads conversion tracking for chauffeur companies

What should count as a conversion for a chauffeur company?

A real enquiry: a traveller asking for a price for a date and a route. Google describes conversions as the customer actions you choose because they matter to your business, and says they help you "Learn which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity." If the action you count is a page view or a tap on a phone number, Google will optimise towards page views and taps.

At Irish Transfer the website enquiry form is the only main conversion. Calls, WhatsApp and email clicks are tracked as secondary actions, so the main figure in every report stays a real enquiry rather than a tap on a button. Google's own advice is to create a separate conversion action for each type and to use the account default setting to decide which ones appear in the Conversions column.

What can Google Ads track?

Google lists four kinds of conversion:

• website actions, such as a completed form;
• phone calls, in three forms: calls from the ads themselves, calls from website visits (someone calling a number shown on your site, or clicking it) and calls uploaded from your own records;
• offline conversions, which Google describes as a way to "measure what happens in the offline world after your ad results in a click or call to your business", such as a confirmed booking;
• app actions, which rarely apply to a chauffeur company.

If you track the enquiry form in Google Analytics 4, Google notes that "Only events marked as key events in Google Analytics are eligible for import" into Google Ads. Marking the form as a key event in GA4 and importing it is the simplest route when the website already runs GA4.

How do you set up the form conversion?

1. Decide what counts: the completed enquiry form, shown by a thank-you page or a form submission event, and nothing earlier in the journey.
2. Create the conversion action in Google Ads, or mark the event as a key event in GA4 and import it. Set it as the account default so it drives bidding.
3. Add calls and messages as secondary actions, so you see them without letting them steer the budget.
4. Test it with a real submission before you change any budget, and check that the conversion appears in the account within a day.
5. Give every campaign its own landing page, so each conversion shows which route or service it came from. The landing page guide covers what that page needs.
6. Compare the cost per conversion with the most you can afford per enquiry, using the cost per lead calculator.

How do you track phone calls properly?

Google's requirements for call conversions are a call or location asset with a verified number, call reporting switched on in the account, and a business in a country on Google's eligible list. You can count a call as a conversion only when it lasts longer than a minimum you set, which keeps wrong numbers and one-minute hang-ups out of the figure. Google's call recording and AI lead assessment are limited to calls where both parties are in the United States or Canada, so a European company relies on the duration rule and on the booking system.

For calls that come from the website rather than the ad, the choice is between a dynamic number that swaps in for ad visitors and counting clicks on the number on mobile. The call tracking guide sets out both and their limits.

How do you count bookings, not only enquiries?

An enquiry is not a booking. Google's offline conversion import closes that gap: Google Ads attaches a Google Click ID to every click, you store it with the enquiry, and when the enquiry becomes a booking you send the ID back with the value. Google now recommends the newer form, enhanced conversions for leads, which also sends the hashed email address or phone number from the form so Google can match the booking even when the click ID was lost. The data is hashed with SHA256 before it leaves your site; Google does not receive the plain email.

The practical requirement is a booking system that keeps the source and the click ID on every enquiry and can export the won ones with their value. Then once a week you upload or send the bookings, and the Conversions column starts to show bookings and revenue rather than form fills. At Irish Transfer about 67 euros of ads stood behind each booking from June to August 2026, against an average booking of 691 euros; that comparison is only possible because the booking carries its source. The cost per lead guide shows how to read the two numbers together.

What should you not count?

• Clicks on the phone number as a main conversion, because a tap is not a call and a call is not a booking.
• Page views of the contact page, for the same reason.
• Form submissions from your own team testing the site; exclude your office IP address.
• Spam submissions; a simple honeypot field on the form keeps most of them out of the count.

What does the setup look like after a month?

One main conversion, the enquiry; secondary actions for calls and messages; bookings imported with their value; one landing page per campaign. With that in place the account can answer the question that matters to an owner, which is what the ads behind one booking cost, and the Know which ads pay page shows what Irish Transfer's answer looked like quarter by quarter.