PPC Call Tracking for Google Ads: Setup Guide, Tools & Tips

If your business relies on phone calls to generate leads, PPC call tracking is a must. It shows exactly which Google search ads are driving calls to your business. With the right setup and tools, you can improve conversions, optimize your ad campaigns, and increase your ROI.

Think of enabling PPC call tracking like turning on the lights in a dark room. Suddenly, you see which ads are performing, which campaigns generate the most calls, and how your leads behave.

In this guide, we’ll walk you through what PPC call tracking is, why it’s important, how to set it up, expert strategies, common mistakes to avoid, and the best tools to use.

What is PPC Call Tracking?

PPC call tracking is a way to monitor phone calls coming from your Google Ads campaigns. It tracks important details like:

• Phone number
• Time of the call

• Call duration

As an advertiser, you can track:

• Calls from mobile call ads
• Clicks on call assets attached to your search ads
• Calls made after a visitor clicks on your ad and visits your website

• Offline conversions from ad-related calls

One major advantage of call tracking is that it can be simple to set up but still provide valuable insights. If your resources are limited, Google Ads’ built-in call conversion tracking is enough to start attributing leads and optimizing campaigns. For more detailed tracking, you can use third-party tools for advanced attribution.

How is Call Tracking Different from Other PPC Analytics?

Most PPC analytics focus on clicks, impressions, and top-of-the-funnel metrics. These metrics tell you how many people saw or clicked your ads, but they don’t reveal the leads that truly convert.

If your campaigns focus on lead generation, you may already track form submissions. But phone calls are just as important and often carry the same value.

“While most businesses only track form fills, phone calls can be equally important and hold the same amount of weight,” says Sam Yadegar, CEO of HawkSEM.

By tracking calls properly, businesses like Rachel’s Challenge were able to quadruple leads while cutting cost per conversion in half.

Why Paid Search Call Tracking is Important

Phone calls often indicate high purchase intent. People who call after seeing your ad usually have specific questions or are ready to buy.

Here are some key benefits:

1. Improved ROI Analysis

Call tracking lets you see exactly which ad elements drive the most value. You can reduce cost per click (CPC) and adjust bids to focus on the metrics that matter.

“By tracking which ads result in phone calls, we can pinpoint the messaging that drives engagement,” explains Debbie Chew, Global SEO Manager at Dialpad.

2. Real-Time PPC Optimization

With call tracking, you don’t have to wait days to optimize ads. You can adjust your campaigns in real time based on call data.

“Monitoring keywords in calls allows us to adjust ad messaging to match customer language, improving lead quality,” says Fawaz Naser, CEO of Softlist.io.

3. Enhanced A/B Test Analysis

Call tracking works well with A/B testing. You can test headlines, CTAs, and landing pages, while tracking call conversions for deeper insights.

4. Improved Lead Quality

Tracking calls shows which keywords and campaigns bring qualified leads. If a campaign attracts low-quality leads, you can fix it immediately.

Who Can Benefit Most from Call Tracking?

Call tracking is useful for any business that communicates with customers by phone. It’s especially valuable for:

• Inbound sales teams: Essential for high-ticket B2B sales.
• Service-based businesses: If more customers convert via phone than forms, tracking these calls helps optimize ads.
• Local businesses: Offline conversions make call tracking crucial.
• Ecommerce companies: Even online stores can benefit from tracking calls tied to specific ads.

How to Set Up PPC Call Tracking in Google Ads: 7 Steps

Here’s a simple step-by-step guide to set up call tracking:

1. Create a New Conversion

Open Google Ads, click the Plus button, and select Conversion Action. Choose “Phone Calls” as the conversion type.

• Call ads or assets → select “Calls from ads using call extensions or call-only ads.”

• Post-click website calls → select the other options.

2. Configure Conversion Tracking

Decide how Google records conversions: as phone leads, appointments, or other conversions. Choose Primary or Secondary action depending on your goals.

3. Input Call Value and Count

Decide how much a phone call is worth. Track every call for sales campaigns or one call per lead for lead-focused campaigns.

4. Input a Phone Number

For call-only ads, enter the tracking number in the ad. For website calls, use a Google Forwarding Number if display and destination numbers differ.

5. Confirm Call Length

Google Ads counts calls that last longer than a minimum time. Adjust this based on your benchmarks.

6. Conversion Window and Attribution Model

Default is a 30-day window with data-driven attribution. Adjust for longer or shorter sales cycles if needed.

7. Begin Tracking Phone Calls

Enable the new conversion for relevant campaigns. Add call assets to your ads and ensure the phone number is correct before publishing.

Expert Strategies to Optimize PPC Call Tracking

• Use Dynamic Number Insertion (DNI): Shows different numbers for different sources to improve conversion accuracy.
• Look Beyond Surface Metrics: Analyze call duration, time, and location for better insights.

• Full-Funnel Attribution: Use call data to optimize campaigns across the funnel, not just for conversions.

Common Call Tracking Mistakes to Avoid

1. Not customizing the setup: Adjust call length and conversion settings to match your typical leads.
2. Ignoring ad scheduling: Schedule ads to match your team’s availability.
3. Relying only on automated analysis: Manual review of trends is necessary for accurate insights.

4. Stopping at analysis: Use insights to experiment, optimize messaging, and improve campaigns.

Top 4 PPC Call Tracking Tools

1. CallRail

Tracks calls across channels, provides automated routing, and uses tagging to manage leads effectively.

2. CallTrackingMetrics

Offers DNI, intelligent routing, call recording, and real-time coaching for call agents.

3. Invoca

AI-powered tool that ties calls to campaigns, tracks lead quality, and integrates with CRMs like Salesforce.

4. JustCall

Supports voice and SMS channels, PPC call tracking, DNI, and advanced reporting through CallRoot.

Conclusion

For many businesses, PPC call tracking is essential to improve lead quality, enhance ROI, and optimize ad campaigns. With proper setup, expert strategies, and the right tools, your Google Ads campaigns can deliver more calls, higher-quality leads, and better results overall.

Pro Tip: DigiWexa can help businesses implement call tracking to maximize the effectiveness of their PPC campaigns and boost sales.