Your Google Ads is likely counting bookings that never happened
Three things I saw by simply opening your homepage, with no ad clicked and no form sent.
1. A Google Ads conversion fires when someone just opens your homepage
On a plain visit, your Google Ads tag (AW-1052987348) sends a conversion with label 61r5COrXcxDUn432Aw. Nobody enquired, called or booked. If that conversion action is set as a primary goal, Performance Max is being rewarded for finding people who look at the homepage, and your cost per enquiry looks better than it is.
Today (sent on a plain homepage visit)
googleadservices.com/pagead/conversion/1052987348/ en = conversion label = 61r5COrXcxDUn432Aw
Fixed
Homepage visit → audience/remarketing only
Form sent → conversion: "Enquiry"
Phone tap → conversion: "Call click"
Booking paid → offline conversion: "Booking"
(value = party price)2. Every visitor gets a contact form tagged as a Performance Max ad click
Your page cache saved a copy of the homepage that was first built for someone who came from a Performance Max ad. That copy is served to everyone, so the address behind this form carries the ad tags. An organic visitor or a returning parent who sends this form looks like a Performance Max lead in HubSpot and your reports.
action="https://supersteph.com/?utm_source=adwords&utm_medium=ppc &utm_campaign=Leads-Performance Max- made220425 clickhomepage UPDATED TO PAST AUDIENCE 25-26 … &hsa_cam=22473756199 …#wpcf7-f41-o1"
It also shows your internal campaign name to anyone who views the page source.
Fix: make the form post to / without the query string (or exclude ad parameters from the page cache), then clear the cache.
3. Two Google Analytics properties count every page view
Each visit sends a page view to G-HL6RN1CEHW and to G-0D7Z9DXYKG, from two Tag Manager containers (GTM-TFV7L45 and GTM-PVF6W5B). The old Universal Analytics tag (UA-6809340-2) still loads, though Google switched it off in 2024. Two sources of truth is how "Google Ads says 40 leads, the inbox says 25" starts.
GTM-TFV7L45 + GTM-PVF6W5B GA4: G-HL6RN1CEHW + G-0D7Z9DXYKG UA-6809340-2 (retired)
Joe Smith · JJSmith Group · Bardstown, Kentucky, USA. Checked from outside your account; I can't see which conversion actions are primary until I have access.