Teach Google Ads which clicks turn into phone calls.

The problem with phone leads and ad platforms

Google Ads can count calls from call extensions and call-only ads. It cannot see the larger number of people who click an advert, read your website and then pick up the phone. Those calls are invisible to Smart Bidding, so campaigns that drive phone enquiries look like they are failing and budgets drift to whatever produces form fills.

How we fix it

1. When someone clicks your advert, Google adds a click ID (the GCLID) to the web address. Our script stores it with the visit.
2. The visitor calls the number shown on your site. We match the call to the visit and its click ID.
3. If the call meets your rules, we upload it to Google Ads as an offline conversion against that click, with a value if you use one.
4. Google Ads now knows which keyword, ad and audience produced a real phone lead, and bids accordingly.

Microsoft Ads works the same way using its click ID. Meta campaigns receive calls through the Conversions API. GA4 gets every call as an event attached to the visitor's session.

Only send the calls that count

Sending every call teaches the algorithm to find people who ring, not people who buy. Set rules so only calls that count are uploaded:

• Calls over a minimum duration
• First-time callers only
• Calls with a lead score above your threshold
• Calls with an outcome such as "Booking made"
• Never calls flagged as spam

You can send different rules as different conversion actions, such as "Phone lead" and "Phone booking", and choose which ones Google Ads optimises for.

Frequently asked questions

How long until conversions show in Google Ads?

Uploads run several times an hour. Google usually shows them within a few hours.

Do I still need call extensions?

Keep them. Call extensions catch people who ring straight from the advert. We track the people who click through to your site first.

Is it hard to set up?

Connect your Google Ads account, pick the conversion actions you want and choose your rules. Most people finish in under ten minutes. Our Google Ads guide walks through it.