So far, I have mainly discussed the importance of attracting targeted traffic to a website. Some of the most critical actions of search engine marketing, however, happen after the searcher has clicked on the advertisement. These actions, known as post-click actions or leads, fundamentally determine the success of a search marketing campaign. Website visitor conversion refers to the process where visitors take a desired post-click action as determined by the search marketing campaign. In other words, conversion is the process of turning visitors into leads. Leads can be any desired actions on the website such as buying a product or service, taking part in a quiz, downloading a file, or taking whatever action the advertiser aims to achieve with the marketing campaign.