Call Conversion Planner: track and value phone calls in Google Ads
Plan call tracking in Google Ads: which conversions to set up, call length, value per call and hours.
- Free to use
- Runs in your browser
- No sign-up
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Fill in your calls and hours, or try the example: a dental clinic in Pune.
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About the Call Conversion Planner
Enter your calls a month, how many are real enquiries, your close rate and average sale, your opening hours and how you track calls today. The planner recommends the call conversion actions to set up in Google Ads, using only what Google offers in India: calls from ads, calls from your website and imported calls, and which of them to make Primary. You also get the call length to count, Google's default and our suggestion, the value per call, a call asset schedule from your hours, what to do about missed calls and a checklist. It runs in your browser.
How it works
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Step 1
Enter your monthly calls, the share that are real enquiries, your close rate and average sale, and how short a real enquiry call can be, or press "Try an example".
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Step 2
Tick your opening days and hours, where people find your number and what you count today, then answer the settings questions.
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Step 3
Set up the recommended conversion actions with the call length and value shown, add the schedule to your call assets, work through the checklist and copy the summary.
The ways Google Ads counts calls
Google Ads offers three: calls from ads, which counts calls from call assets, location assets and call ads through a Google forwarding number; calls from your website, where a snippet shows a forwarding number to people who came from an ad; and calls you upload from your own records. Taps on your number on a mobile site can also be counted, but a tap is a click, not a call. India is on Google's list of countries with Google forwarding numbers.
Call length and value
A call counts as a conversion when it lasts at least the length you set, and Google's default is 60 seconds. Shorter calls are still reported, just not counted. Google's AI-qualified call leads, which judge calls from recordings, only work when both numbers are in the US or Canada, so in India the call length is the measure. The value per call is your average sale times your close rate times the share of calls that are real enquiries, the same idea as Google's lead value formula.
What this planner cannot do
It works from your own averages and answers, so it cannot see your account, your call details or which calls became customers. The suggested call length, the gap before closing, the missed-call routine and the missed-call estimate are our suggestions, not Google rules. Google changes call features from time to time, as it did when it retired call ads, so check each step in your account.
Frequently asked questions
What is the default call length for call conversions in Google Ads?
Google's default is 60 seconds: a call counts as a conversion if it lasts at least that long. You can change it in the conversion action's Call length setting. Shorter calls are still reported as phone calls but not counted as conversions, so set it to the shortest call that is usually a real enquiry for your business.
Can I still create call-only ads?
No. Call-only ads, now called call ads, could no longer be created from February 2026, and Google says existing ones stop receiving impressions in February 2027. Add your number as a call asset on responsive search ads instead, and remove the old call ads once the new ads are approved and getting calls.
Do Google forwarding numbers work in India?
Yes. India is on Google's list of countries with Google forwarding numbers, which call reporting, calls from ads and website call tracking need. Google notes some limits for India: the caller's number is not shown in call details, caller ID may not work for some calls, and importing call conversions works for only a portion of calls.
Should I count clicks on my phone number as conversions?
Only as a Secondary action if you also track real calls. Google's phone number click tracking counts taps on the number, not calls, so people who tap and do not call are counted too. Calls from ads and calls from your website count real calls of the length you choose.
Can I show my call button only when we are open?
Yes. In the call asset's advanced options you can set an asset schedule with days and times, in your account's time zone, and Google suggests adding your business hours so calls come when you can answer. Your ads still run at other times, without the call button.
Related reading
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