Architectural products
How do you track building product ads to project enquiries?
By Bogdan Ladaru · Co-founder & CEO · Updated Sep 13, 2026
Short answer
Track building product ads by counting a project enquiry as the conversion, not a click: end every form on a thank-you page that records the conversion, tag campaigns so each enquiry keeps its source, mark which enquiries are real projects, and send those back to Google Ads. Long sales cycles mean judging campaigns on qualified enquiries first and won projects later.
A building product campaign can look busy and bring nothing: brochure downloads, clicks from students, enquiries for the wrong kind of project. Tracking is how you tell a campaign that fills the pipeline from one that fills a report.
The playbook
- 01
Define the conversion
A project enquiry with details such as project type, location and timing. Page views and brochure downloads are steps, counted separately.
- 02
Confirm on a thank-you page
Every form ends on a thank-you page that records the conversion in Google Analytics and Google Ads, so each enquiry is counted once.
- 03
Keep the source with the enquiry
Campaign tags and the Google click ID are stored with the enquiry, so the sales team sees which campaign and search brought it.
- 04
Separate real projects from the rest
Sales marks each enquiry as qualified or not. Campaigns should be optimized on the qualified ones.
- 05
Send the outcome back to the ad platform
Import qualified enquiries into Google Ads as offline conversions, so bidding learns from projects instead of form fills.
- 06
Respect consent
Analytics and ad tags follow the visitor’s consent choices, including browser privacy signals. Check the privacy rules in the states you sell into.
At a glance
The tracking chain, step by step
| Step | What to set up | What it tells you |
|---|---|---|
| Click | Campaign tags on every link; auto-tagging in Google Ads | Which campaign and search brought the visit |
| Enquiry | A form asking for project type, location and timing | Whether it is a real project |
| Thank-you page | A conversion event in Google Analytics and Google Ads | How many enquiries each campaign brings |
| Sales review | A qualified or not qualified mark on each enquiry | Which campaigns bring real projects |
| Import | Qualified enquiries sent back to Google Ads | Bidding that learns from projects, not form fills |
Proof
For Quinox we made both of its sites ready to take and measure enquiries: every form delivers to the company inbox with the page it came from, a thank-you page confirms the next steps and counts the lead in Google Analytics, and Search Console is verified on both sites. We also run Google Ads for quinox.us.
See the case: QuinoxFull digital engine
Scope of work
Related questions
What is an offline conversion in Google Ads?
A result that happens after the click and away from the website, such as a qualified enquiry or a signed project, uploaded to Google Ads and matched to the original click. It lets campaigns optimize on real results.
Should a brochure download count as a conversion?
Count it separately, as a lower-value action. If it counts the same as a project enquiry, campaigns will learn to bring downloads.
How long before we can judge a campaign?
Judge it early on qualified enquiries and the cost of each one. Won projects arrive months later and confirm which campaigns to keep.