Google Ads call tracking
Google Ads call tracking connects each phone call to the ad click that caused it. Call Bullet captures the click ID on your website, shows a UK tracking number, records and transcribes the call, then uploads it to Google Ads as a conversion only when it meets your rules, such as a minimum call length.
Last updated · Call Bullet
Google Ads call tracking guides
Why Google Ads calls do not match real enquiries
Why Google Ads call counts rarely match the enquiries you take: duplicates, short calls, existing customers and missing website calls, and how to fix each one.
Google Ads phone call conversions explained
Google Ads phone call conversions explained: the three call types Google tracks, how each is counted, which settings matter and when to use offline imports.
Calls from ads vs calls from website
Calls from ads vs calls from your website: how Google tracks each, why they need different setups, and how to report both without counting any call twice.
Google forwarding numbers explained
Google forwarding numbers explained: what they are, how Google uses them for call assets and website calls, their limits, and when your own numbers work better.
Importing call conversions to Google Ads
How importing call conversions to Google Ads works: the data Google needs, API uploads, timing, values and the checks that stop rejected or duplicate calls.
Offline conversion import for calls
Offline conversion import for calls: send Google Ads the calls that became real leads or sales, so bidding optimises for revenue instead of raw call volume.
GCLID call tracking
GCLID call tracking explained: how the Google click ID is captured on your site, kept with each visitor, matched to a phone call and uploaded to Google Ads.
What is Google Ads call tracking?
Google Ads call tracking is the process of proving which ads, keywords and campaigns make your phone ring, and feeding that proof back into Google so its bidding can learn from it.
Google offers some of this on its own. Call assets on search ads can count calls, and its website call conversions use Google forwarding numbers. Those tools only see part of the picture. They do not record the call, cannot tell a new customer from a supplier, and stop at Google's own surfaces. A dedicated tracker fills those gaps.
Call Bullet sits between the click and the conversation. When someone lands from an ad, the swap script stores the Google click ID (GCLID) and shows a number from your website pool. When they ring, the call is matched to that visit, recorded, transcribed and then sent to Google Ads as an offline call conversion, using the rules you set.
How does Call Bullet send calls to Google Ads?
Call Bullet uploads qualifying calls to Google Ads through the official Google Ads API, using a conversion action you choose or one Call Bullet creates for you.
- Connect your Google Ads account from the Integrations page and pick the customer account to use.
- Choose how calls count: every call, calls over a minimum number of seconds, or only calls you later mark as a lead.
- Choose the value: a fixed default value in pounds or the value you record on the call.
- Install the swap script or the WordPress plugin so the GCLID is captured on every ad visit.
- Run the built-in validation check. It sends a validate-only upload so you can see Google accept the setup without recording a real conversion.
- Calls from ad clicks then upload automatically after the delay you set, so late labels can still change the outcome.
You can follow the status of every upload in the call drawer: pending, sent, not from an ad, or failed with Google's own error message.
Why not just use Google's own call reporting?
Google's call reporting is free and useful, but it counts calls rather than customers, and it only covers calls Google itself connected.
| Question | Google call reporting alone | Call Bullet + Google Ads |
|---|---|---|
| Website calls from ad visitors | Needs Google forwarding numbers on your site | Your own UK pool numbers, swapped by the script |
| Call recordings and transcripts | Not provided | Every call, stored against the click |
| Count only real enquiries | Minimum duration only | Duration, labels or lead outcome |
| Calls from other channels | Not shown | SEO, social, print and Google Business Profile in the same report |
| Conversion value | Fixed per action | Fixed default or a value set on the call |
| Agency client view | Per Google account | Per client workspace with separate billing |
Many accounts run both. Call assets on the ad keep Google's own call counts, while Call Bullet covers the website and sends cleaner offline conversions. Avoid counting the same call twice by choosing one primary conversion action for bidding.
How much does Google Ads call tracking cost with Call Bullet?
Each UK tracking number costs £5 a month with 100 inbound minutes included, and the Google Ads connection itself has no extra charge. A typical small website pool for paid search uses four to six numbers; a single fixed number is enough for a call-only campaign.
Live prices are on the pricing page, and you can buy a UK number in a few minutes once your business details are verified.
Who is Google Ads call tracking for?
It suits any UK business where a phone call is the real conversion and paid search is a meaningful share of spend.
- Trades and home services, such as a Manchester 0161 plumber, where most jobs start with a call.
- Clinics, solicitors and garages that book by phone and need to know which keywords bring paying customers.
- Agencies managing several clients who must prove Google Ads ROI with recordings rather than form fills alone — see call tracking for agencies.
- Multi-location businesses that want a local number per branch, such as 0113 in Leeds and 0121 in Birmingham.
What should I read next?
These guides explain each part of the setup in more depth.
- Why Google Ads calls do not match real enquiries
- Google Ads phone call conversions explained
- Calls from ads vs calls from website
- Google forwarding numbers explained
- Importing call conversions to Google Ads
- Offline conversion import for calls
- GCLID call tracking
Google's own reference for phone call conversions is the Google Ads Help page on call conversions.
Key takeaways
- Google Ads call tracking ties each call to the click, keyword and campaign behind it.
- Call Bullet captures the GCLID, records the call and uploads it as an offline conversion.
- You decide what counts: duration, labels or lead outcome, with a fixed or per-call value.
- A validate-only check confirms the setup before any real conversion is sent.
Frequently asked questions
Do I need a developer to connect Google Ads?
No. You sign in with Google from the Integrations page, pick the account and choose your counting rules. The swap script or WordPress plugin handles click capture.
Will Call Bullet change my bids or campaigns?
No. It only uploads call conversions. Your bidding strategy uses those conversions, but Call Bullet never edits campaigns, budgets or keywords.
Does it work with Performance Max and call-only ads?
Website calls from any campaign type that sends a click with a GCLID can be matched. Calls placed directly from an ad, without a website visit, are counted by Google's call assets instead.
Is it only for UK numbers?
Yes. Call Bullet provides UK geographic and 03 numbers, verified before activation, for UK businesses.
Can I test it without recording a fake conversion?
Yes. The validation check sends a validate-only upload, which Google checks but does not record.
See which marketing makes your phone ring
Start with one UK tracking number or a full website pool. Every call is recorded, transcribed and traced back to its source.