The campaign says leads are cheap, but the sales team says none are real. A volume report cannot resolve that disagreement. Start by linking a reviewed sample of lead outcomes to the traffic and conversion definitions that generated them. The aim is to find the source of bad signals while preserving the parts of the account that produce genuine demand.
Make this useful for your client. Follow the worksheet, or use the ready-to-copy task with your connected data.
Try this task in 1ClickReport → · See the product workflow →Evidence → Decision → Review
How to run the investigation
Create a quality sample
Ask the client to label a recent, dated sample as valid, spam, duplicate, wrong service or unreachable. Use approved handling for personal data and share aggregate labels where possible. Do not send the AI raw personal contact details when a count or anonymous ID will do.
Check what bidding receives
Review the campaign’s primary conversion actions and how they fire. A button click or unvalidated form event may be easier to generate than a genuine request. Inspect implementation with the site owner rather than assuming the ad account can reveal every tracking defect.
Find the concentrations
Compare search intent, location, device and landing page for groups with enough reviewed outcomes. Account-wide quality averages hide concentrated problems. Treat missing CRM or call outcomes as missing evidence, not as proof that the leads were good.
Separate media and form repairs
Recommend intent exclusions only when the evidence supports them. Send form-validation, server-side deduplication or abuse controls to the implementation owner. Then evaluate qualified outcomes in a new cohort before scaling spend again.
Decision worksheet
Use these rows to turn the investigation into an action. Add the actual account, date range, evidence and owner before sharing it with a client.
| What you find | Interpretation | Next move |
|---|---|---|
| Spam concentrated in one query theme | Intent or abuse pattern needs review | Investigate that segment first. |
| All sources show duplicate submissions | Likely site or event issue | Test form and event handling with the site owner. |
| No quality labels available | Cannot estimate qualified CPA | Request a small reviewed sample. |
Download this worksheet (CSV) ↓
Worked example: an illustration, not a customer result
For a hypothetical 40 submitted leads, 10 are genuine, 20 are spam and 10 are duplicates. At $800 spend, the form CPA is $20 while genuine-lead cost is $80. Those two metrics describe different outcomes. Use the latter for a sales discussion and keep the original event totals for tracking reconciliation.
MAKE THIS YOUR NEXT CLIENT TASK
Run the review on your own data.
Start with one client in 1ClickReport. Connect Google Ads, select the correct client and use the task below. The analyst keeps client-specific context as you work.
Read the ready-to-use task
Review Google Ads lead quality for this client. I will provide anonymized outcome counts. Compare intent, location, landing page and conversion actions; distinguish spam, duplicates and wrong-service leads. State unavailable CRM evidence. Recommend one media change and one implementation check for approval, with qualified CPA as the review metric.
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- Copy the task, then create your account in the new tab.
- Finish setup and connect the relevant client data.
- Return to this page and open the task in AI Analyst ↗. Review the prompt before sending.
Read-only analysis is available from Solo. Campaign execution requires Team or Agency and approval.
A question worth asking
Does 1ClickReport automatically know which leads became sales?
Only if the relevant outcome is available in the connected sources or you provide it. Do not assume a CRM integration or qualified-lead feed exists. The review should clearly separate reported conversions from confirmed opportunities.
References and method
Reviewed November 12, 2026. The decision process and worksheets are 1ClickReport’s editorial recommendations. Examples are hypothetical, not customer results. Platform behavior and access can vary; use the current native account view to verify settings.