Google Ads stopped converting? Broken form or broken tracking: how to tell
The Formleak team
Published
Quick answer
When Google Ads suddenly stops converting, check three things in order: whether the form still works (send a test), whether the conversion is still tracked (look at the conversion action's status), and whether the traffic changed (same campaigns, same landing page). Most sudden drops to zero are a broken form or broken tracking, not the ads.
Step 1: does the form still work?
Open your landing page from a phone, the way an ad visitor would, and send the form. Then check that the lead or order actually arrived. If it didn't, the problem is on your website, and no change to bids or ads will fix it.
Common causes: a plugin or theme update, an expired captcha key, a new required field, a changed email setting, or a script error on one browser. Our checklist for when form submissions drop goes through each one.
Step 2: is the conversion still tracked?
In Google Ads, go to Goals, then Conversions, and look at the status of the conversion action. Google has been renaming these statuses: depending on your account you'll see labels like Misconfigured and Awaiting conversions, or the older Tag inactive and No recent conversions (Google Ads Help, Search Engine Roundtable).
- Tag inactive or Misconfigured: Google no longer sees the tag. Something removed or broke it: a website update, a new cookie banner, a changed tag manager setup or a moved thank-you page.
- No recent conversions or Awaiting conversions: the tag works but nothing was recorded for 7 days. Either nobody converted (go back to step 1) or ads aren't sending people to the page with the tag.
Your test from step 1 is the quickest check: if the lead arrived but Google Ads didn't count it within a few hours, the tracking is broken, not your form.
Step 3: did the traffic change?
- Landing page: did the final URL change, or does it redirect? Ads may now land on a page without the form or without the tag.
- Campaigns: new keywords, broad match, a new audience or Performance Max can bring clicks that never meant to convert.
- Budget and bids: a lower budget means fewer clicks, so fewer conversions; check clicks first.
- Consent: a new or changed cookie banner can stop the conversion tag for visitors who don't accept, so conversions drop while sales don't.
Tell the three apart in one table
| What you see | Likely cause | Where to look |
|---|---|---|
| Clicks normal, leads stopped arriving | The form is broken | Send a test; check your form plugin and email |
| Leads arrive, Google Ads shows none | Tracking is broken | Conversion status; tag manager; cookie banner |
| Clicks normal, people start the form but don't send it | A field stops people | Field-by-field drop-off |
| Clicks dropped too | Traffic changed | Budget, bids, keywords, landing page URL |
See it the same day next time
A broken form can cost a week of ad spend before anyone notices. Formleak tracks every form on your site and emails you when a form suddenly stops being completed, separate from your ads tracking. You can also filter each form by traffic source to see how visitors from paid ads behave. See alerts and the weekly email and our article on high CTR but no sales.
Frequently asked questions
- Why did my Google Ads conversions suddenly drop to zero?
- Usually a broken form, a broken or removed conversion tag, or a changed landing page. Send a test lead and check the conversion action's status first.
- How do I check if Google Ads conversion tracking works?
- Send a test conversion, then check the conversion action's status and whether the conversion shows up within a few hours. Google's Tag Assistant can also test the tag on your site.
- Can a cookie banner lower Google Ads conversions?
- Yes. If the conversion tag only runs after consent, visitors who don't accept aren't counted, so reported conversions drop while real leads may not.