Google Ads tracking for NDIS providers: counting real enquiries
By Seam Media · Updated
Many NDIS and allied health providers running Google Ads are told the ads are converting well, yet the phone is not ringing more than usual. Often the account is counting the wrong thing, such as clicks on a phone number or page visits, instead of real calls and completed enquiry forms. Fixing the tracking is usually the first step before changing anything else.
Decide what counts as an enquiry
A useful conversion is a call from an ad that lasted long enough to be a real conversation, or a completed enquiry or referral form. Google Ads lets you measure calls from ads and set a minimum call length before a call counts. Clicks on a phone number, visits to a contact page and time on site are weaker signals and can make results look better than they are.
- Calls from ads, with a minimum call length.
- Completed enquiry or referral forms.
- Phone-number clicks kept as secondary, not counted.
Test that forms actually arrive
A form can show a thank-you message while the enquiry never reaches anyone. Send a clearly labelled test enquiry from a device that is not logged in to your website, and confirm it arrives in the right inbox. Do this after any website change.
Keep health information out of tracking
Tracking should record that an enquiry happened, not who it was from or what their condition is. Avoid sending names, contact details or health information to ad platforms, and be careful with features that collect form data automatically. Google also restricts personalised advertising based on health, so remarketing to people based on health conditions is not allowed.
Match the tracking to your answering hours
If calls go unanswered after hours, you are paying for missed opportunities. Run ads when someone will answer or return calls quickly, and record missed calls so you can see if this is happening.
Review cost per enquiry, then optimise
Once tracking counts real enquiries, compare the cost per enquiry for each service and area. That tells you where to bid more, where to pull back and which searches to block. Automated bidding works better when it is learning from real enquiries rather than clicks.
Seam Media's allied health page explains how we set up and audit Google Ads tracking for NDIS and allied health providers, including our enquiry guarantee terms for new Google Ads clients.
- Cost per enquiry by service.
- Search terms reviewed regularly.
- Bidding based on real enquiries.
Sources and further reading
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