Conversion tracking for flooring contractors, when the sale happens in a showroom

The owner's version: 'Google says we got plenty of quote requests, most never picked up the phone, and the people who bought walked in off the street.' Many of those walk-ins saw an ad or the map listing first, then drove over with a photo of the kitchen, and the store files them as walk-ins. Meanwhile the quote form fills with homeowners collecting three prices on vinyl plank for one bedroom, and Google keeps buying more of them because the form is the only step it can see.

The ten-minute check: pull last month's paid installs and find how each customer first heard of you, from the sales ticket or the measure appointment. Put Google Ads conversions for the same month next to it. If walk-ins and phone sales dominate the installs while the ad account only counts forms, the showroom visit is the step nobody tracks. Then check where financing happens: applications through Synchrony HOME or Wells Fargo Home Projects run on the lender's page, the site never sees them, and a financed sale keeps its source only if the ticket carries it.

Fixed looks like this: a booked measure or showroom appointment counted at the scheduling step, the ticket carrying the click ID or tracked-call source, and paid installs sent back to Google Ads with their value, so a whole-house hardwood job outweighs a closet of carpet. Walk-ins are asked one question at the counter and recorded by channel. The free audit starts with last month's installs.