However, generating leads using Google Ads is just the tip of the iceberg for effective digital marketing strategies. Businesses should know if these leads are relevant, interested and potentially ready to make transactions. The measurement of Google Ads lead quality can help them make better decisions related to advertising and use their marketing budgets more efficiently. In a practical sense, it is necessary to establish the criteria of what constitutes an ideal lead. They may be connected with the customer's requirements for services provided by the company, his geographical location, the budget he spends on the product, the precision of the contacts provided, and his readiness to make a transaction. After that, it is vital to monitor the whole customer journey from his first ad click to filling the form, follow up, and the transaction. Conversion tracking via Google Ads and Google Analytics can help measure the crucial actions performed by the user and the CRM system will record the lead's status, qualified enquiries, appointments and the sales completed. Additionally, businesses should examine metrics other than the total number of leads they have gained.