Adwords Conversion Codes
You Adword campaign will supply you with a "Code" to enable tracking of your campaign.
This will enable you to monitor the success/failure of your ad's. A partial quote would be a failure where the user did not complete the form to the submit quote stage, a success would be where the user completed the whole quote and subsequently submitted a quote.
This is very useful for gauging the success of different Ad wording and placement. You will find this option under the - Tools - Config - Adwords Conversion Codes