Generating leads through phone calls is crucial for business expansion, particularly for those relying on phone-based interactions. If you’re utilizing Google Ads to attract new clients, you’re likely aiming for more than just website visits—you want calls.

This article outlines four methods to leverage Google Ads for boosting calls to your business, along with strategies for monitoring call conversions from your campaigns to identify what resonates best.

4 ways to increase call conversions from Google Ads

Here are four primary approaches to utilize Google Ads for encouraging calls to your business:

1. Implement call assets
2. Utilize Call Ads
3. Enhance your ads to prioritize calls
4. Refine your landing page (and incorporate a call button)

We’ll delve into each approach (and in certain instances, their setup process) below. Concerned about ineffective spending on Google Ads? Obtain a complimentary, instant analysis » Google Ads Performance Grader

Incorporate call assets into your Google Ads

Integrating a call asset into your Google Ads campaign can significantly improve its performance, particularly for businesses reliant on call generation. This feature allows your ad to display your phone number or include a call button.

Follow these steps to add a call asset:

1. Access your Google Ads Account: Navigate to the Google Ads homepage (https://ads.google.com) and sign in to your account.

2. Go to Ads and Assets: To incorporate a call asset into your ad, hover over the ad you want to edit and select the pencil icon.

   

3. Scroll down. Click on “more asset types,” locate “Calls,” and input your phone number.

   

4. Save your changes: After configuring your call asset, select “Save” to implement the modifications.

5. Track performance: Monitor your call asset’s performance. Google Ads provides data on how frequently your phone number is clicked, enabling you to assess its impact on your campaign’s effectiveness. Observing call asset performance is crucial for optimizing your Google Ads campaigns. Google Ads registers call assets as conversion actions, offering valuable information about how successfully your ads are generating calls. This data empowers you to focus your campaigns on maximizing call generation.

Effectively utilizing a call asset can significantly boost the likelihood of potential customers contacting your business with a single tap, establishing it as a valuable lead generation tool.

Utilize Call Ads

You can also employ a Call Ad to directly prompt users to call your business from the ad, streamlining the conversion process and enhancing visibility by presenting a call option within the ad for direct contact.

To create a Call Ad:

1. Within the ad group where you intend to create the “Click to Call” ad, select the “+” button to add a new ad.
2. Choose the “Call Ad” ad type.
3. Enter your business name or a compelling call-to-action in the “Business name” field.
4. Input your business phone number in the “Phone number” field. This is the number people will click to call.
5. Compose a captivating ad headline that encourages users to call.
6. Fill in the display URL and description fields.
7. Ensure your ad includes a clear and enticing message highlighting the advantages of contacting your business.

Enhance your ads to prioritize calls

While call ads and call assets are excellent for driving call conversions, optimizing your overall Google Ads strategy is crucial for optimal outcomes.

Focus on these four additional Google Ads strategies:

Understand your audience

Comprehending your target audience is paramount for a successful Google Ads campaign. Determine the demographics, challenges, and motivations of your ideal customers. Consider factors such as age, gender, location, job titles, income levels, and industry-specific requirements. Utilize this knowledge to identify relevant keywords they might use when searching for similar services.

Developing buyer personas can enhance your ad targeting effectiveness. Conduct thorough keyword research, encompassing both broad and long-tail keywords, to capture a wider range of potential searches. This understanding enables you to create ad copy that resonates with your audience, increasing the likelihood of them making that crucial phone call. Need assistance finding the right keywords? Explore our Free Keyword Tool!

Craft compelling ad copy

Your ad copy is the first impression potential customers have of your business, so make it count. Ensure it’s concise, engaging, and directly addresses your target audience’s needs. Emphasize your unique value proposition, be it rapid response times, competitive pricing, or exceptional service quality.

Optimize location targeting

If your business operates within specific geographical areas, leverage location targeting effectively. Focus your ads on specific cities, regions, or even define a radius around your business location. This ensures your ads reach users in areas where you can provide your services.

Strategize ad scheduling

Utilize ad scheduling to display your ads during peak hours for your target audience. If you notice call spikes during specific times, adjust your ad schedule to maximize your chances of connecting with potential customers during those periods. This approach improves your likelihood of generating valuable phone calls for your business.

Optimize your ad landing page (and include a call button)

Landing page optimization is critical for any successful Google Ads campaign, especially when the goal is to generate phone calls. Making your landing page user-friendly, engaging, and featuring a prominent clickable phone number on mobile devices can significantly enhance your click-to-call strategy’s effectiveness.

Follow these steps to optimize your landing page with a clickable phone number using the tel: HTML code:

Choose a mobile-friendly design

Start with a mobile-responsive landing page design that adapts seamlessly to various screen sizes, providing a positive user experience for visitors using smartphones.

Place the phone number prominently

Position the phone number prominently on the landing page for easy visibility without scrolling, ideally in the header, near the top, or within a noticeable call-to-action section.

Make the phone number clickable

To enable click-to-call functionality on mobile devices, use the tel: HTML code, allowing users to initiate calls directly from their devices by tapping the number.

Here’s the tel: HTML code format: <a href=“tel:YOUR_PHONE_NUMBER”>Click to Call</a>

Replace YOUR_PHONE_NUMBER with your actual phone number. For example: <a href=“tel:+1234567890”>Click to Call</a>

Use a call to action

When incorporating the clickable phone number, create compelling call-to-action phrases that encourage immediate action. Use phrases like “Call for a Free Quote” or “Speak with an Expert Today.”

These prompts make the phone number more appealing and set clear expectations for the call. It goes beyond simply providing contact information; it instills a sense of urgency and highlights the benefits of contacting your business.

Show the number

Don’t stop at making your phone number clickable; integrate it directly into your CTA for seamless accessibility. This approach makes it easier for users to find and dial your number, even on desktop environments where clicking the button might not function the same way as on mobile devices.

Looking for landing page inspiration? Download the free guide » How to Make Great Landing Pages (With Crazy-High Conversion)

How to track call conversions in Google Ads

There are several effective ways to track these actions. One option is to configure them as conversions within Google Analytics 4 (GA4) and import them into Google Ads.

Alternatively, use a Google Ads conversion tracking tag that activates when users click specific site elements like phone numbers, buttons, or links. Remember that Google Ads registers these interactions as clicks, not actual calls or actions, essentially measuring engagement with the clickable element.

Google Ads also allows you to track calls from individuals who click your ad and then proceed to make a call. Google Ads uses a forwarding number displayed on your website, registering anyone who calls it as a conversion.

Follow these steps to track call conversions in Google Ads:

1. Navigate to Tools → Conversions in Google Ads.
2. Click the plus (+) button to create a call conversion.
3. Select “Track Phone calls.”
4. Choose “Calls to a phone number on your website” and click Continue.
5. Enter the Conversion name (e.g., “Lead”).
6. Select “Don’t use a value” for tracking call value.
7. Choose “Every” for counting conversions per interaction.
8. Configure optional settings like Call Length and Conversion window.
9. Optionally, enable “Include in ‘Conversions’” and set the Attribution model.
10. Create the conversion and continue.
11. Go to Tag setup and choose “Use Google Tag Manager.”
12. Obtain the Conversion ID and Conversion label.
13. Enable the Conversion Linker Tag in Google Tag Manager.
14. Create a new Tag in Google Tag Manager.
15. Name the Tag (e.g., “GAds – Call Extension – All Pages”).
16. Configure the Tag type as “Google Ads Calls from Website Conversion.”
17. Enter the Displayed Phone Number to Replace.
18. Paste the Conversion ID and Conversion Label.
19. Set up the trigger (e.g., “All Pages”).
20. Save the configuration.

Note: Be accurate with information like the phone number and Conversion ID/Label (found in your conversion action), and modify settings based on your website’s specific structure.

For instructions on importing call conversions to an external system, refer to this Google Help Center Article.

Get started driving call conversions from Google Ads

In essence, by implementing the strategies and tactics outlined above, you’re not merely driving clicks—you’re fostering conversations, putting the “customer is just a call away” concept into practice. The combined power of call assets, call ads, Google Ads best practices, optimized landing pages, and precise tracking creates a comprehensive approach to your advertising efforts, generating valuable insights and results.