Why not use Google's own call conversion tracking?

Google forwarding numbers only cover calls from the ad itself and expire the visitor's link once they browse. Call Bullet tracks calls from your website too, on your own UK numbers, and can send a real £ value per call.

Should I split first-time and repeat callers?

Yes if you use automated bidding. Call Bullet First Time Calls is set as the primary goal, so Google optimises for new enquiries. Repeat calls are recorded as secondary — visible in reports, not counted towards bidding.

Can each call have a different value?

Yes. Set a value on any call on the Calls page (or with saved presets like 'Implant £2,500'). If the call was already sent, Call Bullet restates its value in Google Ads.

What are enhanced conversions?

Call Bullet also sends the caller's number, hashed so Google can match it securely, which improves matching when a click ID alone isn't enough. It needs Google's customer data terms accepted in the Google Ads account and the visitor's consent.

Will a call ever be counted twice?

No. Each conversion action counts one conversion per click, and Call Bullet keeps a record of every upload so the same call is never sent again.

Which calls are sent?

Calls from visitors who arrived from a Google Ads click within the last 90 days. You can send all of them or only answered calls over a minimum length. Test calls, spam and imported history are never sent.

Per-client connection

Google Ads finally sees which ads make your phone ring — and what each call was worth.

Google Ads can't see calls to your website number, so its bidding optimises blind. Call Bullet catches the Google click ID of every visitor, and when that visitor rings it uploads the call straight into Google Ads as a conversion. Sign in with Google, pick the account, and Call Bullet creates Call Bullet First Time Calls and Call Bullet Repeat Calls for you, sets the right one as your primary bidding goal, and sends each call once with its value — the value you set on the call, or your default.

Start tracking calls

How it works

The website script stores the visitor's Google click ID (GCLID, GBRAID or WBRAID) when they arrive from an ad.
When that visitor calls the number shown to them, the call is matched to the click.
The call is uploaded to Google Ads against Call Bullet First Time Calls or Call Bullet Repeat Calls, with its value, and is never sent twice.

What data it uses

Google click ID, call time and conversion value
Caller's phone number, SHA-256 hashed, only if enhanced conversions are on and the visitor consented
No recordings, transcripts or names

How a call reaches Google Ads

Step 1

Ad click

The visitor arrives from your ad. Call Bullet keeps their Google click ID with their visit (with consent).

Step 2

Phone call

They ring the Call Bullet number shown to them on your website.

Step 3

Conversion in Google Ads

The call is uploaded to the right Call Bullet action with its value, ready for Smart Bidding.

Better than Google's call tracking

	Call Bullet	Usual manual setup
Calls from your website	Tracked to the exact ad click	Only with Google forwarding numbers, which often fail
First-time vs repeat	Separate Call Bullet actions, set up for you	One mixed count
Call values	Your value per call, or a default	One fixed value
Setup	Sign in, pick the account, save	Create actions, tags and goals by hand
Double counting	One per click, every upload logged	Common with tag-based tracking

Set it up in five minutes

1
Open the integration
In Call Bullet choose the client from the switcher, then go to Integrations → Google Ads.
Integrations → Google Ads
2
Sign in with Google
Use the Google login that manages the client's Google Ads account. Agency and manager (MCC) logins work. Call Bullet asks only for Google Ads access.
Step 1 · Google account
3
Choose the account
Search the list of every Google Ads account that login can reach and pick the client's.
Step 2 · Account
4
Choose how calls are counted
One conversion action for all calls (Call Bullet Calls), or separate actions for first-time callers (primary) and repeat callers (secondary). Then pick all calls or answered calls over a minimum length.
Step 3 · Conversions
5
Values and enhanced conversions
Send no value, a fixed default, or each call's own value with the default as a fallback. Turn on enhanced conversions to improve matching.
Step 4 · Values
6
Save — you're live
Call Bullet creates the conversion actions in Google Ads and marks the right one for bidding. Every new ad call uploads automatically; status shows on each call.
Step 5 · Health

Using Smart Bidding on calls

In Google Ads open Goals → Summary and check Call Bullet First Time Calls is listed as a primary action.
If you used Google's own call conversions before, set them to secondary so calls aren't counted twice.
Give bidding 2–4 weeks of call data before judging results; conversions can arrive after the click.
Set values on your best calls so Maximise conversion value learns what a good call is worth.

Conversion actions we create

Google Ads action	When	Details
Call Bullet First Time Calls	First call from a new caller (split mode)	Primary · one per click · value in GBP
Call Bullet Repeat Calls	Calls from returning callers (split mode)	Secondary · reports only, not bidding
Call Bullet Calls	Every qualifying call (single mode)	Primary · one per click · value in GBP

Troubleshooting

A call shows 'Not from an ad': The caller didn't arrive from a Google Ads click, or auto-tagging is off. In Google Ads, check Admin → Account settings → Auto-tagging is on.
Upload failed: customer data terms: Enhanced conversions need Google's customer data terms. Accept them in Goals → Settings → Enhanced conversions, or turn enhanced conversions off.
Conversions don't appear yet: Google can take up to a few hours to show uploaded conversions, and they appear on the date of the ad click, not the call.
The account isn't in the list: Sign in with a Google login that has access to that account, or ask the account owner to add it under Admin → Access and security.

Questions

Why not use Google's own call conversion tracking?: Google forwarding numbers only cover calls from the ad itself and expire the visitor's link once they browse. Call Bullet tracks calls from your website too, on your own UK numbers, and can send a real £ value per call.
Should I split first-time and repeat callers?: Yes if you use automated bidding. Call Bullet First Time Calls is set as the primary goal, so Google optimises for new enquiries. Repeat calls are recorded as secondary — visible in reports, not counted towards bidding.
Can each call have a different value?: Yes. Set a value on any call on the Calls page (or with saved presets like 'Implant £2,500'). If the call was already sent, Call Bullet restates its value in Google Ads.
What are enhanced conversions?: Call Bullet also sends the caller's number, hashed so Google can match it securely, which improves matching when a click ID alone isn't enough. It needs Google's customer data terms accepted in the Google Ads account and the visitor's consent.
Will a call ever be counted twice?: No. Each conversion action counts one conversion per click, and Call Bullet keeps a record of every upload so the same call is never sent again.
Which calls are sent?: Calls from visitors who arrived from a Google Ads click within the last 90 days. You can send all of them or only answered calls over a minimum length. Test calls, spam and imported history are never sent.