Two jobs. Decide what counts as a conversion, then decide what an enquiry is worth once it arrives. Get the first wrong and the account optimises towards the wrong people. Get the second wrong and you have no way of telling Google which people those are.

1. What counts

Count these

[ ] Enquiry form submitted with a real contact detail
[ ] Call booked in the calendar
[ ] Application started
[ ] Phone call over 60 seconds from a tracked number
[ ] Enrolment or deposit paid, imported

Do not count these

[ ] Page views, scroll depth, time on page
[ ] Clicks on a phone number or WhatsApp link with nothing answered behind them
[ ] Newsletter and brochure downloads, unless the brochure starts the enrolment path
[ ] Contact page visits
[ ] Anything firing more than once for the same person in one session

One action is primary. Two primaries means the bidding picks the cheaper one.

2. The conversion window

Pull the real number from the CRM: median days between first enquiry and enrolment over the last 12 months. Starting points only:

Programme type	Decision cycle	Suggested window
Short course, under 500 fee	Days to two weeks	30 days
Language course, rolling intake	Two to six weeks	60 days
Certification or training provider	One to three months	90 days
Fixed intake dates	Up to the next intake	90 days, reviewed per intake

3. Enquiry scoring

Score every enquiry within 24 hours, four criteria, 0 to 3 each. Twelve available. Record it in the Enquiries database.