Call Tracking for Google Ads: Unlocking the Full Potential of Your PPC Campaigns

Capturing Offline Conversions

For many businesses, a phone call is far more valuable than an online form submission. In fact, 65% of businesses rank phone calls as their highest-quality leads, yet most fail to track calls effectively. Even more compelling, 61% of mobile searches result in a phone call, meaning PPC campaigns likely drive more conversions than their reports suggest.

Without call tracking, these offline conversions disappear from performance metrics, leading businesses to undervalue their best-performing campaigns. Call tracking assigns unique tracking numbers to ad sources, allowing companies to connect the dots between online searches and phone inquiries. Some businesses have even seen up to a 30% increase in conversion rates after implementing call tracking, proving just how much untapped value exists in tracking phone calls.

Bridging the Gap Between Online and Offline Interactions

Customers don’t engage with brands through just one channel. In fact, 70% of consumers use at least three channels before making a purchase decision. This creates attribution blind spots, where businesses struggle to determine which ads and keywords truly drive revenue.

Call tracking software fills this gap by linking online clicks to offline calls. When integrated with Google Ads, businesses gain insight into which campaigns lead to high-value sales calls. Some companies using call tracking have reported a 25% increase in attribution accuracy, leading to better ad spend allocation and improved progress towards business goals.

Overcoming Data Limitations in Campaign Analysis

Many businesses unknowingly underestimate their PPC conversions. Without call tracking, they may only see half of their actual results—a major issue when making budgeting and optimization decisions. Research shows that businesses without call tracking may be missing up to 50% of actual conversions.

Additionally, misattributed conversions can lead businesses to invest in underperforming keywords while neglecting those that actually drive calls. Studies show that up to 40% of conversions credited to organic search actually come from PPC ads. With the right tracking system, businesses can uncover which keywords, ads, and landing pages generate inbound calls, fine-tune their bidding strategies, and eliminate wasted ad spend—potentially cutting inefficient campaigns by up to 20%.

Benefits of Call Tracking

Call Extensions and Call-Only Ads

Google Ads allows businesses to add call extensions to search ads or run call-only ads, making it easy for users to call directly from the ad. To track these calls:

• Enable Google forwarding numbers to capture call details, including caller location and call duration.
• Set up conversion tracking with a minimum call length to filter out unqualified leads.
• Monitor call volume and conversion rates to refine ad targeting.

Website Call Conversion Tracking

Many users call after clicking an ad and visiting the website, making Website Call Conversion Tracking essential. This feature:

• Assigns unique tracking numbers to track phone calls from paid search.
• Captures the full visitor journey, linking calls to specific landing pages and ad groups.
• Helps businesses optimize campaigns based on real call data instead of just click metrics.

Dynamic Number Insertion (DNI)

DNI dynamically swaps a website’s phone number based on the visitor’s source, ensuring accurate attribution of calls. It enables:

• Tracking calls from Google Ads, other search engines, and organic traffic.
• Campaign-level insights for marketing spend optimization.
• A seamless digital journey, routing calls correctly while preserving the customer experience.

Google Forwarding Numbers

Google assigns temporary tracking numbers to ads and websites, allowing businesses to:

• ● Capture call data, including conversion action, call details, and device type.
• ● Analyze marketing performance by identifying which campaigns drive revenue.
• ● Measure PPC success beyond clicks, creating a complete picture of conversion sources.

By using these tracking features, businesses eliminate attribution blind spots, fine-tune landing pages, and make informed decisions that boost ROI.

1. Create a Call Conversion Action

• In Google Ads, navigate to Tools & Settings > Conversions, then click + New Conversion Action.
• Select Phone Calls as the conversion type and define the source (e.g., calls from ads, website clicks, or call-only ads).
• Set up Google forwarding numbers to track call details like duration and caller location.

2. Define Conversion Settings

• Choose a minimum call duration to qualify as a conversion (e.g., 30 seconds for inquiries, 60 seconds for sales calls).
• Assign a conversion value if phone leads have a measurable impact on marketing spend and revenue.
• Enable first-party data tracking to ensure call conversions are properly attributed.

3. Enable Call Reporting & Dynamic Number Insertion (DNI)

• Go to Account Settings and activate Call Reporting to track all call interactions.
• Install the DNI JavaScript snippet on your website to replace static phone numbers with unique tracking numbers for each visitor.

4. Test the Setup

• Use Google Click ID (GCLID) tracking to verify that calls are correctly linked to ad clicks.
• Simulate test calls from both ads and the website to confirm conversion tracking works as expected.

5. Monitor and Optimize

• Regularly review campaign data in Google Ads to track call volume, conversion rates, and high-value calls.
• Adjust bidding strategies to prioritize keywords that generate inbound calls and drive sales conversions.

Best Practices for Call Tracking Success

To maximize the effectiveness of call tracking software, follow these expert tips:

✅ Set Realistic Call Length Thresholds – Ensure your conversion action reflects real business impact (e.g., longer calls for sales, shorter for inquiries).

✅ Avoid Static Phone Numbers in Ads – Use Google forwarding numbers or DNI to track calls accurately.

✅ Use Separate Tracking for Different Campaigns – Assign unique tracking numbers to specific ad groups, landing pages, and marketing channels.

✅ Integrate with Analytics & CRM Tools – Sync call tracking data with Google Analytics, CRM platforms, and other search engines for a complete picture of conversions.

✅ Regularly Audit Call Tracking Setup – Ensure your tracking provider is correctly attributing calls and that missed calls are accounted for in reporting.

Need Expert Help?

Setting up Google Ads call tracking is essential for optimizing PPC campaigns, but misconfigurations can lead to inaccurate attribution and wasted ad spend. For expert guidance and seamless implementation, the specialists at Optimum Click can help businesses drive revenue with a tracking solution tailored to their goals. Get in touch today.

Split Testing with Unique Phone Numbers

Why it matters: Different ads, landing pages, and campaigns drive different results. By assigning unique tracking numbers to each variation, businesses can identify what generates the most valuable calls.

How to implement:

• Use Google Ads or third-party platforms to generate unique tracking numbers for each test.
• Monitor call duration, conversion rates, and lead quality.
• Analyze results and refine campaigns based on the data.

PRO TIP

Reuse tracking numbers after completing tests to reduce costs.

Customizing Call Tracking for Your Goals

Why it matters: Not all calls are equal. Some businesses focus on high-value leads, while others need geographic insights or keyword-level tracking. Customizing tracking settings ensures data aligns with business objectives.

How to implement:

• Define what matters most—sales calls, inquiries, or location-based leads.
• Adjust conversion settings in Google Ads or third-party platforms to track relevant metrics.
• Use DNI scripts to distinguish traffic sources and improve attribution accuracy.

BONUS TIP

AI-driven tools like Invoca’s Signal AI can analyze call content for deeper insights.

Integrating Call Tracking with Other Analytics Tools

Why it matters: Calls are just one part of the customer journey. Syncing call tracking with CRM systems and analytics platforms creates a complete picture of campaign performance.

How to implement:

• Choose a call tracking provider that integrates with Google Ads and Microsoft Ads, CRMs, analytics or marketing automation tools.
• Enable multi-channel attribution to track the entire visitor journey.
• Use data to refine ad strategies and enhance customer segmentation.

KEY TAKEAWAY

Integrated tracking leads to better optimization, improved lead quality, and higher ROI.

Myth #1: Default Settings Are Good Enough

🚫 Reality: Default settings often miss crucial data—leading to incomplete attribution and wasted ad spend.

✅ Fix it:

• Enable dynamic number insertion (DNI) so each visitor gets a unique tracking number.
• Assign separate tracking numbers to different campaigns for cleaner data.
• Regularly audit your setup to prevent tracking errors.

Myth #2:

🚫 Reality:Many businesses see less than 50% of their actual call conversions in reports because of tracking gaps.

✅ Fix it:

• Implement multi-touch attribution models to track the full visitor journey—not just the last click.
• Sync call tracking with Google Ads (and your other advertising channels) and your CRM for more accurate reporting.
• Filter out spam calls and misdials to keep your data clean.

Myth #3:

🚫 Reality:Up to 40% of conversions credited to organic search actually come from PPC ads, meaning your reports could be misattributing valuable calls.

✅ Fix it:

• Use UTM parameters and Google Click IDs (GCLIDs) to correctly track every call source.
• Run test calls to confirm your setup is working as expected.