How to Optimize Google Ads for Increased Call Conversions

Struggling to increase call conversions with your Google Ads? You’re not alone. Recent studies indicate that advertisers find it challenging to generate quality calls from their ads.

Our article breaks down a step-by-step approach on how to optimize Google Ads for increased call conversions, helping you turn potential leads into valuable business calls. Let’s dive in and transform those clicks into calls!

Key Takeaways

  • Call ads and call extensions in Google Ads are essential for increasing call conversions by providing a direct and convenient way for potential customers to contact businesses.
  • To optimize Google Ads for increased call conversions, create well – structured campaigns, select the right conversion action, choose relevant keywords, craft persuasive ad copy, utilize effective ad extensions like call extensions, and monitor performance metrics regularly.
  • Implementing call tracking software and analyzing data allows advertisers to gather valuable insights on which ads or keywords are driving the most calls. This information can be used to refine campaigns and allocate budget more effectively.
  • Utilizing call tracking data effectively enables advertisers to make data – driven decisions, refine campaign strategies based on performance insights, and continuously optimize their Google Ads for increased call conversions.

Understanding Google Call Ads and Call Extensions

Google Call Ads and Call Extensions are essential components for increasing call conversions. They allow advertisers to display phone numbers directly in their ads, enabling potential customers to easily make a call with just a click or tap.

By understanding the benefits of these features and how they work, advertisers can optimize their campaigns for maximum call conversions.

What are call ads and call extensions?

Call ads in Google Ads are specialized advertisements designed to encourage users to place a direct call to your business. They allow potential customers to reach out with the simple click on their mobile devices, leading directly into a phone conversation.

Coupled with this feature is the use of call extensions – an add-on feature that displays your contact number alongside your standard PPC ad. When utilized effectively, these two tools can significantly boost customer engagement and increase conversion rates by opening immediate lines of communication between businesses and customers.

Why are they important for increasing call conversions?

Call ads and call extensions are important for increasing call conversions because they provide a direct and convenient way for potential customers to contact businesses. With call ads, businesses can showcase their phone number prominently in search results, making it easy for users to make a quick phone call without the need to click through to a website.

Call extensions also enhance ad visibility by adding a clickable phone number directly beneath the ad, encouraging users to initiate a call with just one tap. These features not only increase the likelihood of capturing high-quality leads but also improve overall conversion rates.

By optimizing Google Ads with effective use of call ads and call extensions, businesses can drive more calls and significantly boost their chances of converting those calls into valuable sales or inquiries.

Setting Up and Optimizing Google Call Ads

To set up and optimize Google Call Ads, start by creating a campaign and selecting the appropriate conversion action. Choose relevant keywords and optimize your ad copy to attract potential callers, while also utilizing call extensions effectively for maximum impact.

Creating a campaign and selecting the right conversion action

To optimize your Google Ads for increased call conversions, it’s crucial to create a well-structured campaign and select the right conversion action. Here are the steps to follow:

  1. Define your campaign objectives: Clearly outline what you hope to achieve with your call ads, whether it’s increasing call volume, improving call quality, or maximizing ROI.
  2. Choose the right campaign type: Select the appropriate campaign type based on your goals. For example, if you want to drive phone calls specifically, opt for a “Call-Only” campaign.
  3. Set up conversion tracking: Implement conversion tracking to measure the success of your ad campaigns. This will allow you to accurately track and analyze call conversions from your ads.
  4. Select the right conversion action: In Google Ads, choose the conversion action that best aligns with your objectives. This could be “Phone call leads,” “Calls started from website,” or any other relevant option.
  5. Define targeting parameters: Specify the target audience for your ads by setting demographics, location targeting, and device preferences. This ensures that your ads reach the right people at the right time.
  6. Develop compelling ad copy: Craft persuasive and concise ad copy that highlights the benefits of calling your business. Use strong call-to-actions and include relevant keywords to improve visibility and click-through rates.
  7. Utilize ad extensions: Take advantage of call extensions to make it easy for users to initiate a call directly from your ad. Include a phone number prominently in your extension and consider using location extensions if applicable.
  8. Optimize bidding strategies: Experiment with different bidding strategies such as maximize conversions or target CPA (cost per acquisition) to maximize call conversions while staying within budget constraints.
  9. Monitor performance and make adjustments: Regularly analyze data from Google Ads’ reporting tools to identify areas for improvement. Make adjustments based on metrics like click-through rate (CTR), cost per lead, and conversion rate optimization (CRO).

Choosing keywords and optimizing ad copy

To optimize Google Ads for increased call conversions, it is crucial to choose the right keywords and optimize ad copy. Here are some key strategies to consider:

  1. Conduct thorough keyword research: Use relevant tools like Google Keyword Planner to identify high-converting keywords related to your business or industry. Focus on long-tail keywords that are more specific and have lower competition.
  2. Include keywords in ad headlines and descriptions: Incorporate your targeted keywords naturally within your ad copy to make them more relevant and compelling. This can help improve the click-through rate (CTR) and increase the chances of getting quality calls.
  3. Test different variations of ad copy: Try out different ad messaging to determine what resonates best with your target audience. A/B test different headlines, descriptions, and call-to-action phrases to find the most effective combination that drives calls.
  4. Utilize ad extensions strategically: Take advantage of ad extensions such as call extensions to provide additional information like phone numbers directly in your ads. These extensions make it easier for users to contact you, increasing the likelihood of call conversions.
  5. Optimize landing pages for conversions: Ensure that your landing pages align with the messaging in your ads and create a seamless user experience. Make sure they are mobile-friendly, fast-loading, and incorporate clear call-to-action buttons or phone numbers to encourage visitors to make calls.
  6. Monitor performance metrics: Regularly track the performance of your ads using Google Ads’ conversion tracking feature or by implementing call tracking software. Analyze important metrics like CTR, conversion rates, cost per conversion, and call duration to identify areas for improvement.

Using call extensions effectively

Call extensions are a powerful tool when it comes to increasing call conversions in Google Ads. By adding a phone number to your ad, you make it easier for potential customers to reach out to your business directly.

When using call extensions, it’s important to ensure that the phone number is prominently displayed and easily clickable on both desktop and mobile devices. Additionally, consider scheduling your call extensions to only appear during operating hours when someone will be available to answer calls.

Another valuable feature of call extensions is the ability to track calls as conversions. By implementing call tracking software, you can gather data on how many calls were generated from your ads and analyze the effectiveness of different campaigns or keywords in driving those calls.

This data can then be used to optimize your campaigns further by focusing on high-performing keywords or adjusting bid modifiers for peak call times.

Tracking and Measuring Call Conversions

To track and measure call conversions effectively, implement call tracking and analyze data regularly to optimize your campaigns for better performance.

Implementing call tracking and analyzing data

To optimize Google Ads for increased call conversions, it is crucial to implement call tracking and analyze the data. This allows you to gather valuable insights and make data-driven decisions for your campaign. Here are the steps involved in implementing call tracking and analyzing data:

  1. Set up call tracking software: Choose a reliable call tracking software that integrates with Google Ads. This will enable you to track calls generated from your ads accurately.
  2. Create unique phone numbers: Assign unique phone numbers to different ad campaigns or channels. This helps you identify which ads or keywords are driving the most calls.
  3. Implement conversion tracking: Set up conversion tracking in Google Ads to measure the number of calls that result in desired actions, such as bookings or purchases.
  4. Analyze call metrics: Dive into the call metrics provided by your call tracking software, such as call duration, caller location, and time of day. Identify patterns and trends that can inform your optimization strategies.
  5. Segment data based on performance: Segment your data based on various parameters like ad group, keyword, or device type. This allows you to identify high-performing segments and allocate budget accordingly.
  6. Optimize underperforming campaigns: If certain campaigns or keywords are not generating enough calls, consider making adjustments to improve their performance. This may involve tweaking ad copy, adjusting bid strategies, or refining targeting parameters.
  7. Leverage caller insights: Make use of qualitative information obtained during phone conversations with customers. Look for common pain points or frequently asked questions that can be addressed in your ad copy or landing page messaging.
  8. Test and iterate: Continuously test different variables within your campaigns – be it ad headlines, bidding strategies, or landing page designs – to identify what drives the highest number of quality calls.

Utilizing call tracking data to optimize campaigns

To optimize your Google Ads campaigns for increased call conversions, it is essential to utilize call tracking data effectively. Call tracking allows you to gather valuable insights into the performance of your ads and identify areas for improvement.

By analyzing this data, you can gain a deeper understanding of which keywords and ad copy are driving the most calls. This information can then be used to refine your campaign strategy and allocate budget more effectively.

Additionally, call tracking data can help you identify peak call times, enabling you to adjust bid modifiers accordingly and maximize conversions during those periods. By leveraging call tracking data in these ways, you can optimize your campaigns to generate higher quality leads and ultimately increase your overall call conversions with Google Ads.

Strategies for Increasing Call Conversions

Design high-converting ads that drive calls, optimize campaigns using call tracking data, set bid modifiers for peak call times, and optimize landing pages to maximize call conversions.

Designing ads that drive calls

  • Use compelling ad copy that highlights the benefits and value of calling.
  • Include a clear call-to-action that encourages viewers to call.
  • Incorporate phone numbers prominently in the ad text or headline.
  • Experiment with different ad formats, such as click-to-call ads, to make it easier for users to initiate a call.
  • Optimize ad placement and targeting to reach the right audience who are more likely to call.
  • Test different ad variations to identify what resonates best with your target audience.
  • Utilize ad extensions, such as structured snippets or review extensions, to provide additional information that may encourage users to call.
  • Leverage dynamic keyword insertion (DKI) in your ad copy to make each ad more relevant and personalized.
  • Use geo – targeting options if your business relies on local calls or specific geographic areas.
  • Regularly monitor and analyze data from your call tracking software to make data – driven adjustments and optimizations.

Using call tracking data for campaign optimization

One effective strategy for optimizing your Google Ads campaigns is to utilize call tracking data. By analyzing this data, you can gain valuable insights into the performance of your call ads and make informed decisions to improve campaign effectiveness. Here’s how you can use call tracking data for campaign optimization:

  1. Identify high-performing keywords: Review the call tracking data to identify which keywords are driving the most calls. Focus on these keywords in your ad targeting and bid more aggressively on them to maximize conversions.
  2. Optimize ad scheduling: Analyze when the majority of your calls are coming in based on the call tracking data. Adjust your ad scheduling to ensure that your ads are running during peak call times, increasing the chances of capturing potential leads.
  3. Refine ad copy: Pay attention to the trends in call tracking data to understand what messaging resonates with your audience. Use this insight to refine and enhance your ad copy, creating compelling ads that drive more calls.
  4. Enhance landing pages: Evaluate where callers are originating from and match their intent with relevant landing pages. By optimizing landing pages specifically for callers, you can provide a seamless user experience and increase conversion rates.
  5. Set bid modifiers: Analyze historical call data and identify patterns regarding time of day, location, or device type that lead to higher quality calls or conversions. Then, set bid modifiers accordingly to prioritize those times, locations, or devices that drive better results.
  6. Implement remarketing strategies: Utilize call tracking data by creating remarketing lists specifically targeting people who have made phone inquiries but did not convert initially. Tailor ads towards these individuals with specific messaging designed to encourage them to reconsider and ultimately convert.

Setting bid modifiers for peak call times

Setting bid modifiers for peak call times is a crucial strategy to optimize your Google Ads campaign for increased call conversions. By analyzing call data and identifying the periods when your target audience is most likely to make phone calls, you can adjust your bidding strategy accordingly.

This means increasing bids during these peak times to ensure that your ads are more prominently displayed, increasing visibility and driving higher call volumes. By strategically allocating your budget towards peak call times, you can maximize the chances of capturing potential customers when they are most engaged and ready to convert.

With this approach, you can effectively increase call conversions and improve overall campaign performance.

Optimizing landing pages to drive calls

Optimizing landing pages is crucial for driving calls and increasing conversions in your Google Ads campaigns. Here are some strategies to help you optimize your landing pages effectively:

  1. Keep the messaging clear and concise: Make sure that the headline and subheadings on your landing page clearly communicate the value proposition of calling your business. Use persuasive language that encourages visitors to take action.
  2. Include a prominent call-to-action (CTA): Place a strong and visible CTA on your landing page that prompts visitors to call your business. Use actionable phrases like “Call Now” or “Contact Us Today” to create urgency.
  3. Utilize click-to-call buttons: Make it easy for visitors to call you by including click-to-call buttons on your landing page. These buttons allow users to directly initiate a call from their mobile devices, increasing the chances of conversion.
  4. Optimize for mobile: Ensure that your landing pages are fully optimized for mobile devices since many users access Google Ads through their smartphones. Make sure the layout is responsive, fonts are legible, and all elements are easily clickable.
  5. Streamline forms: If you have a form on your landing page, keep it short and only ask for essential information. Lengthy forms can deter visitors from making a call or submitting their details.
  6. Implement social proof: Including testimonials, reviews, or case studies on your landing page can build trust with potential customers and encourage them to pick up the phone and call you.
  7. Test different variations: Conduct A/B testing with different versions of your landing page to determine which performs best in terms of call conversions. Experiment with different headlines, CTAs, layouts, and color schemes to find what resonates most with your audience.

Conclusion: Taking Your Google Ads Call Conversions to the Next Level

In conclusion, optimizing your Google Ads for increased call conversions requires a strategic approach that focuses on keywords, ad copy, bid optimization, and landing page design.

By using call extensions effectively and leveraging call tracking data to make informed decisions, you can drive more high-quality calls and maximize your ROI. Remember to continuously analyze and refine your campaigns to take your Google Ads call conversions to the next level.

Get in touch with our team today to learn how we can help optimize your Google Ads for increased call conversions!


1. What are the key factors to optimize Google Ads for increased call conversions?

To optimize Google Ads for increased call conversions, you should focus on targeting relevant keywords and demographics, creating compelling ad copy with a clear call-to-action, using ad extensions such as click-to-call buttons, and tracking and analyzing your campaign performance to make data-driven optimizations.

2. How can I target the right audience with my Google Ads for call conversions?

You can target the right audience for call conversions by using specific match types for keywords, utilizing demographic targeting options such as age, gender, and location settings, creating custom audiences based on past website visitors or customer lists, and refining your targeting based on the performance data of your ads.

3. What techniques can I use to create effective ad copy that drives call conversions?

To create effective ad copy that drives call conversions, you should highlight the benefits or solutions your business offers in relation to the searcher’s needs or pain points, include strong calls-to-action directing users to call directly from the ad itself, incorporate relevant keywords into your headlines and descriptions, and experiment with different messaging variants to determine what resonates best with your target audience.

4. How do I track and analyze my Google Ads campaign performance for improved call conversions?

To track and analyze your Google Ads campaign performance for improved call conversions, you can set up conversion tracking to measure phone calls as a conversion action in addition to other desired actions like form submissions or purchases. You can also utilize tools like Call Tracking Metrics or CallRail which provide detailed insights into caller behavior and attribution data. Analyzing this data will help you identify areas of improvement in terms of keywords driving calls, landing pages generating higher conversion rates over phone calls compared to others among various other parameters leading towards better optimization strategies

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