Acoustic panels sold online in the US, with conversions you can finally see.
A New York company sells a line of acoustic panels online and promotes it with Google Ads in the US. The campaign ran without knowing what it brought in, and the product page was crashing. We got the page back up and connected purchases and sample requests to the campaign.
For a New York company selling high-end architectural materials and surfaces we look after the WordPress and WooCommerce site and campaign measurement. We fixed the fatal error that blocked the acoustic panel page, built GA4 and events in Google Tag Manager, and set purchases and sample requests as the main conversions of the US Search campaign. We work in English with the owners and the client's US media agency.
Context
The company sells high-end architectural materials and surfaces and, only through its own website, a line of tackable acoustic panels. The site runs WordPress with Elementor Pro and WooCommerce, leads go to HubSpot, and campaigns are run with a US media agency. We work with all of them in English, code comments included.
The problem
The Google Ads campaign for the panels was running in the US with no conversion tracking and no remarketing audiences. The product page was throwing a fatal error, and the database was weighed down by revisions piled up by Elementor.
What we did
- 01
The product page back up
The page's tracking code called an internal function removed in GTM4WP 2.0: we rewrote it with native WooCommerce APIs. On the same page the Elementor template replaced the page ID with that of a second loop in the footer: fixed by reading the queried object.
- 02
Events in a dedicated container
In a Google Tag Manager container of our own we built GA4 and the events: product page view, purchase and the submission of the four Gravity Forms forms, namely gated download, newsletter, sample request and contact.
- 03
Conversions in Google Ads
Purchase and sample request are the main conversions of the Search campaign, which has five ad groups and 44 keywords. Tracking has been live since mid-September 2026, in time for Google's advertising credit offer tied to conversion tracking.
- 04
Domains and QR codes
Two defensive domains with the product name lead to the panel page. Printed QR codes go through temporary redirects on the company's domain, so the destination can change after printing.
- 05
Maintenance
An audit of about 2,000 links found 14 errors, eight of them on LinkedIn, which blocks automated checks. Form styling now follows the theme's global variables instead of overriding each form, and customisations live in dedicated plugins.
How it went
The campaign now measures purchases and sample requests and the main page no longer crashes. Page caching with Redis and a clean-up of database revisions are next.
Tools
FAQ
Can a US client be served from Rome?
Yes. We work in English, with code and documentation in English, and coordinate campaigns with the client's media agency.
Why count a sample request as a conversion?
For an architectural material the sample often comes before the order or the specification in a project. Counting it tells Google Ads which searches bring real customers, not just clicks.
Why a temporary redirect for QR codes?
A printed QR code cannot change. Going through the company's domain with a temporary redirect, the destination can be updated whenever needed and visits stay measurable.