In this talk, Roger will show why the default lead gen conversion setup - counting form fills and phone calls as primary conversions - is actively training Google's Smart Bidding to find the wrong people.

He'll walk through the feedback loop that silently degrades lead quality over time, then share a practical framework for passing sales pipeline data (qualified leads, booked jobs, closed revenue) back into Google Ads using offline conversion imports.

Attendees will leave with a concrete checklist they can apply to any lead gen account this week, plus real before/after results from Home Services case studies where this approach doubled qualified lead share without increasing spend.