Site Hub adds Google Ads tracking audit after 13x ROAS turnaround

Site Hub has launched a two-week Google Ads conversion tracking audit and will not manage paid media until tracking passes. The Rochester agency says the policy follows client work that fixed bad measurement before scaling spend and lifted ROAS to about 13x.

Why it matters: - Bad conversion data can make automated bidding spend more on the wrong signals and hide weak performance behind modeled conversions. - Site Hub is tying paid media management to measurement quality first, which could reduce wasted ad spend for clients with broken tracking. - The agency says fixing tracking before scaling helped produce roughly 13 times return on ad spend, or about $13 in revenue for every $1 spent.

What happened: - Site Hub, a Rochester, New York digital marketing agency, launched a Google Ads conversion tracking audit. - The agency will no longer manage ad spend for any client whose tracking has not passed the audit. - The policy follows client work in which conversion tracking was fixed before spend was scaled. - In one home services paid search engagement, a private-equity-owned portfolio of waterproofing and foundation repair brands came to Site Hub with conversion actions that counted page views as leads. - Site Hub removed those actions, rebuilt the account and then scaled.

The details: - The published case study says the portfolio has generated $5.2 million in revenue on $380,000 in ad spend so far in 2026. - Monthly ROAS ranged from 8x to 18x across the year. - The owner is booked roughly 50 days out. - Cost per lead fell from $179 to $133. - The bigger improvement was revenue per dollar spent. - Google Smart Bidding and Performance Max optimize toward whatever an account labels a conversion. - If a page view, duplicate form fill or misattributed phone call counts as a lead, the system can learn to buy more of it. - Ad platforms can also fill tracking gaps with modeled or estimated conversions, which can make a broken account look healthy in reports. - Sean McKay, Site Hub president and founder, said AI did not fix conversion tracking and instead made bad tracking more expensive. - McKay said Smart Bidding works well when it gets the right signal, but the system cannot check its own work inside a client CRM. - Site Hub says most ad accounts it opens have at least one conversion action that double counts, misfires or is connected to nothing. - Common problems include tracking pixels that stopped firing after a website redesign, forms never connected to a conversion goal and phone calls credited to direct traffic instead of the campaign that produced them. - The Attribution Audit takes two weeks and costs a fixed $4,500. - A senior strategist reviews the client’s Google Analytics 4 property, tag manager, ad accounts and CRM data. - The audit tests whether the numbers agree across systems. - Clients receive a list of broken and trustworthy conversion actions, a dollar figure for how much reported performance is modeled rather than observed, a competitive snapshot and a ranked 12-month roadmap. - Half the fee credits toward a measurement build signed within 60 days. - If the tracking holds up, the audit says so and ads can launch. - McKay said every client must clear the same bar and that fixing measurement for two weeks usually saves more than two weeks of spend would have earned. - Site Hub’s measurement policy allows two exceptions: short tests with a hard budget cap and a manual reconciliation plan, and call-only businesses whose call tracking is already tied to source and campaign. - Site Hub was founded in 2012 by Sean McKay and is based at 350 East Ave, Suite 1, in Rochester. - The agency works under three pillars: Prove for measurement and attribution, Be Found for SEO and local SEO, and Scale for paid media, CRM and automation. - Site Hub says it has served more than 300 small and mid-sized businesses, franchises, B2B and ecommerce companies, nonprofits and government agencies. - The agency holds a U.S. General Services Administration Schedule contract and won six AMA Rochester Pinnacle Awards in 2026. - Pricing is flat-fee and publicly published, and ad spend is billed by the platforms with no markup. - McKay also teaches digital marketing and analytics as an adjunct instructor at the University of Rochester’s Simon Business School. - More information is available at the company’s website.

Between the lines: - Site Hub is making a broader argument that paid media performance is only as good as the underlying measurement. - The audit-first policy is also a positioning move, since it filters out clients with weak attribution before campaign management begins. - The emphasis on measurement, CRM reconciliation and modeled-versus-observed reporting reflects a push to treat tracking as a prerequisite rather than a cleanup task.

What's next: - Clients can use the audit to decide whether to fix tracking before launching or scaling ads. - Site Hub will only move forward with ad management once measurement passes, except for the two published carve-outs. - A signed measurement build within 60 days can convert half the audit fee into that work.