How To Set Up Call Conversions Properly to Attract More High-Quality Leads

Recently, we sent out a newsletter with the subject “How to tell Google that they’re bullsh***ng your performance”, followed by three simple steps to set up Google ads call conversion tracking correctly and help Google understand which leads are high-quality.

2 things shocked me

1. The reply rate: The highest I’ve ever seen in our newsletter, with people agreeing that Google Ads keeps getting worse and worse.
2. The majority of people keep doing Google Ads like it’s 2017 😱

High-quality leads are callers that have a higher likelihood of converting into paying customers. They’re not just random contacts; they’re individuals or businesses that have expressed a clear interest in your product or service and match your target demographic.

In this step, you will need a call conversion in Google Ads. To do so, you will just create a new conversion action and then click on Import > CRMs, files, or other data sources > Track Conversions from clicks. Finally, in the “Data source” section choose the second option (“Skip this step and set up a data source later”). Then click on “Continue” and you’re done! 🎉

Your setup should look like this.

Step 2. Set Up Rules to Classify Your Leads

An automation rule comprises two main components. Firstly, there’s the trigger part, which determines when the automation should initiate. Triggers can include events like when a call is answered or when a call exceeds a certain duration, such as 30 seconds.

Secondly, there’s the action part, which specifies what action Nimbata should take once the trigger conditions are met. Actions can range from applying tags (e.g., labeling as “lead”), assigning a specific value (e.g., allocating $50), or setting custom properties (e.g., checking the box for custom property “Branded Campaign”).

1. So, go to Automations

2. Click on the +Add button in the top right corner.

3. Choose when you want the Automation to trigger.

4. Add the filtering criteria you want to. Click on the +Add new filter rule and choose from the criteria on the right.

It’s important to take your time in setting up the filtering criteria. Your ultimate goal is to filter out bad leads and focus on the good ones. It’s not about quantity, but quality. Otherwise, you end up wasting time on leads that go nowhere and missing out on quality ones.

For example, you can choose to filter leads based on call duration, how many times the caller has contacted your business before, and the perceived value of the lead.

Here are some simple examples to help you understand how automation rules work.

Trigger	Action
WHEN a Call is Longer than 30 seconds and Caller Is First Time Caller	THEN tag call as quality
WHEN a Call has Value>0	THEN tag call as conversion
WHEN the Agent presses 1	THEN Assign $250 and tag as conversion
When Call is Answered and Duration < 10 seconds	Then tag call as unqualified

To seamlessly integrate Nimbata with your Google Ads account and optimize your call conversion tracking, follow these steps:

1. At the “When this happens” section, set the trigger at “Call Ends”.

At the “Do this” section, click on the +Add new task button and choose the Google Ads integration from the right side menu.

Step 4. Filter Your Leads For Quality Instead of Quantity

To teach Google what quality means to you, the Automation should send legitimate call conversions to Google Ads. Leverage filters and criteria to make sure that mostly quality leads will be pushed back to Google Ads.

You can assign each call a value or tag it, either manually or automatically

For the manual method, just go to Call Activity, click on each call, and add all the relevant information you wish.

But, this process is time-consuming and can lead to many mistakes. Instead, you should automate it.

You can do this easily. Picking up from where we left off in Step 2, once you are done setting up the criteria, it’s time to decide the Action you want the automation to take. Click on the +Add new task button and choose an action from the right side menu. You can choose for example: 

1. A specific Tag to be added to the lead.
2. A call value to be assigned
3. A rating or notes

If you are a visual learner, check out the video version of this guide.

We highly recommend creating multiple Automations to differentiate between the different qualities among your call conversions and leads, such as answered calls, sales calls, and quality calls. This will enhance your call conversion tracking setup and provide rich information to your call reporting. In this case, prioritize your sales or quality conversions depending on your phone call volume as primary conversions, and designate the rest as secondary.

Use custom tags and the proper criteria to provide as accurate data as possible to the Automation and Google. This method helps increase the quality of the leads sent back to your Google Ads account and aids Google in understanding what constitutes a quality conversion.

Focus on the Best & Leave the Rest

There is a Greek cautionary proverb that can be roughly translated to “You have spread the porridge too thinly”. It means that you are dealing with multiple things or issues or in our case, leads at the same time. This results in losing focus and wasting resources. This is why, you must only focus on high-quality leads.

Time is your most precious commodity. You can’t afford to spend it on fruitless leads that yield zero or low returns. Lead qualification is essential. Nimbata offers extensive criteria, custom tags, automations, and filtering options exactly for this reason. Because we recognize the importance of separating the wheat from the chaff.

The image below is only a small sample of what Nimbata Automations and integration with Google Ads do for your business.

Here’s how to evaluate a lead properly:

The Source of the Lead

First of all, you must know the origin of the lead. This foundational information is essential for determining which marketing channels and campaigns are most effective in driving leads. You need this info to optimize your marketing and bring in more quality leads.

The Details of the Lead

Secondly, to understand the true value of a lead, you have to get down and dirty with the details. 

• Demographic data of the caller, like age, gender, etc can help you gauge their relevance to your product or service. 
• Their job title is also important. A CMO for example would be more interested in your social media services than an IT admin.

Keywords, phrases, and conversation sentiment. This is where your experience matters the most. There are certain words and phrases that can help you identify your leads prospects and feelings about your business. Use call recordings and transcriptions to track them down and then add them to your automation. With time, you will be able to recognize high-quality leads in just a single conversation and then nurture them appropriately.

By implementing the right strategies, you can feed Google the high-quality data it craves, leading to more effective campaigns and better results.

Here’s what you need to remember:

1. Identify High-Quality Leads: Quality leads are those with a genuine interest in your product or service, the authority to make a purchase decision, and alignment with your target audience. Recognizing these leads is essential for maximizing your advertising efforts.
2. Automate Lead Classification: Set up automation rules to classify leads based on specific criteria. 
3. Filter & Classify Your Leads: Tie a monetary value, tags and ratings to each call conversion to demonstrate its impact on your bottom line. Whether done manually or through automation rules, assigning values helps Google understand the true value of your campaigns.

Set up Multiple Automations: By accurately attributing conversions to phone calls, you gain valuable insights into your advertising performance and can make informed decisions for future strategies.

Nimbata offers a Free 2-Week Premium Trial in order to test out our product and see if it fits your needs – no CC required. If you want to see it by yourself start your free trial here. Otherwise, feel free to contact us and we will walk you through the platform!