Offline conversions are leads or sales that start from a PPC ad click or call but finish off your website, like a booked appointment in your Orlando office, a signed contract after a phone quote, or an in-store purchase.
Why they matter: if you only track form fills, your campaigns can look “unprofitable” even when they are driving real revenue. For most Florida service businesses (dentists, attorneys, HVAC, pest control, med spas), the real win often happens in your CRM or practice management system days later, not on the thank-you page.
| Offline conversion type | How we track it | What you need to capture | Best for |
|---|---|---|---|
| Qualified phone lead | Call reporting and call tracking, then import only qualified calls as conversions | Call details or a call click ID, plus your qualification outcome | Home services, legal intake, any business where calls are the main path |
| Booked appointment | Import offline conversions from your CRM once the appointment is booked | Google Click ID (GCLID) (or other ad identifiers) stored on the lead record | Dental, healthcare, clinics, consult-based sales |
| Sale closed (revenue) | Import the “won” stage and pass revenue values back to the ad platform | Ad click ID tied to the opportunity, close date, and revenue amount | B2B, legal retainers, high-ticket services |
| In-person visit or deposit | Import when your POS or staff confirms the outcome | Ad click ID on the customer record or visit record | Showrooms, local retail, service deposits |
How tracking works in plain terms: (1) someone clicks your ad, (2) a unique click identifier is generated, (3) your site captures that identifier into a hidden field on your form or into your call data, (4) it gets saved into your CRM record, and (5) when the lead becomes a real outcome (booked, qualified, sold), that outcome is uploaded back into Google Ads or Microsoft Ads so reporting and bidding reflect what actually pays.
Step-by-step, the clean setup looks like this:
- Pick the offline events that matter (example: “qualified call,” “scheduled,” “showed up,” “signed,” “paid deposit”).
- Create matching conversion actions in your ad account so uploads land in the right bucket.
- Capture the click ID on every lead. For forms, we add hidden fields and pass the ID into your CRM. For calls, we use call reporting or your call tracking platform so the call can be tied back to the ad.
- Upload outcomes either by scheduled file upload, a CRM integration, or an API connection. The upload should include the click ID, the conversion name, the date/time, and optional value (revenue or estimated value).
- Verify and keep it consistent by spot-checking a few leads each month from click to close so attribution stays reliable.
If you want better match rates for lead-based businesses, Google also supports “enhanced conversions for leads,” which uses hashed first-party customer info (like email or phone) from your lead record to improve attribution. This is helpful when tracking gets messy due to browser limits or when a lead uses multiple devices, but it requires clean consent language and careful handling of customer data, especially for healthcare and other sensitive categories.
When we run PPC management, we usually start by defining what a “good lead” means for your front desk or sales team, then we track that exact definition as the primary conversion so your bids focus on quality, not just volume.
Your landing page has to pass the click ID reliably, so if your forms are flaky or your tracking breaks after site edits, tightening up the lead flow with web design for lead generation can be the difference between guesswork and clean reporting.
If you are building a reporting dashboard that includes both SEO and paid search, our breakdown of what SEO metrics to track is a useful baseline for choosing business-first numbers instead of vanity stats.
And if your team is still getting comfortable with measurement tools, our guide on Google Search Console and Google Analytics basics helps you understand where paid traffic fits inside the bigger picture of calls, forms, and booked jobs.
