Stop paying for clicks that never call.

Why PPC needs call tracking

If your client's customers phone rather than fill in forms, Google Ads is optimising on a fraction of the conversions that matter. Keywords that produce calls look expensive and get paused. Keywords that produce form spam look cheap and get more budget. Call tracking puts every phone lead back where the bidding can see it.

The set-up we recommend

1. Turn on keyword-level website tracking so every call from a paid click is matched to its keyword.
2. Connect Google Ads and create two conversion actions: "Phone lead" for calls above your lead score threshold, and "Phone booking" for calls where a booking was made.
3. Keep call extensions and call assets running. They catch people who ring straight from the advert.
4. After a few weeks of data, switch bidding to optimise for qualified phone leads, or for value if you add revenue.

What you can now answer

• Which search terms produce calls, and which only produce clicks
• Cost per real phone lead by campaign, not cost per call
• Which ads and landing pages make people pick up the phone
• How many calls are missed during the hours you are paying for clicks

Tip: watch your ad schedule

Answer-rate reports often show a business paying for clicks at times nobody can answer the phone. Moving budget away from those hours, or turning on missed-call text-back, is one of the quickest wins call tracking gives you.