A web and marketing firm cut 30+ hours a week of hand reporting by tracking every ad lead

The business

Simple.Biz (web design and marketing firm)

Simple.Biz is a full-service web design and marketing firm for small businesses. It runs ads on Google, Facebook and YouTube for its clients.

Thomas Moore is its Sr. Systems Engineer. He leads a five-person AI and automation team. Its job, in his words, is to make work "less terrible."

The problem

One of their biggest clients is a law firm. The firm kept its leads in an old system called MyCase. MyCase didn't connect to other apps unless the firm paid for an expensive upgrade.

So every lead from the ads had to be uploaded and tracked by hand. "We couldn't track conversions from lead to signed case," Thomas says. "Everything was disconnected and manual."

The team could only judge ads by clicks and form fills. They knew those numbers didn't show which ads really brought in clients.

The bot or tool

Zapier, with its Google Ads connection

Zapier connects apps so work moves between them on its own. Thomas had used it before. He read a Zapier blog post about tracking ads, and it gave him the idea.

"Zapier lets us put a name tag on every lead. Now we know what actually converted, and what didn't," he says.

A bot like it: Client Report Builder

How they set it up

1. A person clicks a Google ad and lands on a Typeform sign-up form. A hidden box on the form saves a code that shows which ad click they came from.
2. Zapier puts the new lead into MyCase, the law firm's system, and keeps that ad code with it.
3. When the lead signs with the law firm, Zapier takes the code from MyCase and sends it back to Google Ads. Now Google Ads knows that ad brought in a real client.

All of this runs on its own, from the ad click to the signed client.

The result

• 30+ hours a week saved by ending hand reporting and list uploads, Zapier says.
• Return on ad spend went up 35%, Zapier says. It credits smarter targeting and tracking which search words paid off.
• Some search words got lots of clicks but few signed clients. The team stopped several ad campaigns like that and put more into the ones that worked.
• Thomas's team had more time to start new ad projects faster.
• Next, they're building a setup to catch fake ad clicks and warn their team. "One of our competitors was bot-clicking our ads," Thomas says.

Hours saved

30+ a week, Zapier says

Money made or saved

Return on ad spend up 35%, Zapier says (no dollar amount given)

Source

How Simple.Biz boosted return on ad spend by 35% and saved 30+ hours a week

Zapier's own blog, June 12, 2025. Keep in mind: Zapier sells this tool, so these are the seller's numbers. The 30+ hours covers hand reporting and list uploads together. The 35% gain is credited to better targeting and tracking, not to Zapier alone. No dollar amounts are given.