Conversion tracking for fire protection, measured in recurring inspection contracts

The usual complaint: Google Ads reports a steady run of conversions, but when the office opens ServiceTrade, most of them are existing accounts calling to schedule a sprinkler inspection, asking about a deficiency report, or chasing an extinguisher tag. Those customers search your company name, click the top ad or the Business Profile, and call whatever number they see. The ad platform counts each one as new business, and the inspection software that knows better never tells it otherwise.

That matters because bidding learns from what it is told. If deficiency calls and backflow test reminders count the same as a property manager requesting an annual inspection proposal, the budget drifts toward brand searches and customers you already have. A ten-minute check: export last month's call and form conversions, open the matching contacts in ServiceTrade, Uptick or Inspect Point, and mark each one new property, existing account or vendor. If new properties are a thin slice, the conversion count is describing your service desk, not your sales.

Fixed means a new-property request carries its source into the account record, existing-account calls are kept out of ad conversions by matching them against your current customer list, and the signed inspection agreement goes back to Google Ads with its contract value. Bids that arrive through procurement portals and general contractors get their own source, so they never inflate what the ads appear to win. That separation is the first thing the free audit checks.