Booked appointment is the conversion

Dana’s $3,000 Search account exists to book appointments — a form the BDC logs, a call the desk answers and writes as booked, or a calendar slot a human confirmed. A page view is not a conversion. A 30-second “engaged session” is not a conversion. A click on “see inventory” is a diagnostic. If conversion tracking is not installed, write that as unknown and do not turn on Smart Bidding. Smart Bidding on a page-view goal will spend the $3,000 teaching Google to buy cheaper browsers, not Saturday appointments. Call tracking belongs on the same card: the number in the ad must ring a human during the hours the ad claims. A night voicemail that nobody logs is a leak, not a lead.

Write four lines before you touch bidding: (1) the action the desk counts as booked, (2) where it fires (thank-you page, call duration the desk agrees is a conversation, calendar confirm), (3) who checks the log every morning, (4) what you will not optimize toward (bounces, CTR, “engaged sessions,” add-to-cart on a lot that has no cart). If the thank-you page is the homepage, the tag is a lie — fix the page or leave bidding on manual. If two forms exist (finance vs test-drive), say which one this campaign is for. Do not invent a 4.2% conversion rate to make the card look finished. Skillshop teaches how to create a conversion action; this course grades whether you picked the action a closer would recognize.