Many Google Ads accounts have a conversion tracking problem that is disguised as a strategy problem. The ad account in this case has every action labeled as a “conversion.” The conversions are form fills, key button clicks, page views, cart adds, and checkouts started, which are all flowing into the same column, and all weighted equally. This less-than-ideal conversion setup is training Google’s Smart Bidding to optimize toward a vague composite of “engagement” instead of what matters for the advertiser. When accounts are set up like this, the outcome is unfortunately predictable. The campaigns look healthy inside Google Ads and on reports, the conversions look high, and the return on ad spend appears strong and efficient, yet none of it matches what the advertiser is actually experiencing inside the business. When the business team looks at their financial statements or the money in the bank, the story is different and doesn’t match.…