CallRail

CallRail tracks which ads and keywords make the phone ring. It shows a different phone number to visitors depending on where they came from, so each call can be tied to a source, campaign or keyword, and it can send those calls back to Google Ads as conversions.

Calls can be recorded and transcribed, and AI features summarize calls, flag whether a call was a real lead and pick out keywords mentioned in the conversation. It also tracks form submissions so phone and form leads appear in one report.

For businesses that get most of their leads by phone, such as local services, call tracking is often the missing piece in PPC reporting, since online conversion tracking alone misses them. Tell callers when calls are recorded, and check the recording consent rules for the states you operate in.