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Google’s Performance Max campaigns have revolutionized digital advertising, enabling marketers to optimize across multiple channels with AI-driven bidding.
But there’s a major blind spot: phone calls, which is why nailing call attribution is crucial. If your campaigns drive inbound calls, but you’re not tracking them, you’re missing crucial data that could significantly impact your return on ad spend (ROAS) and cost per lead (CPL).
Call attribution helps marketers fully understand the impact of their ads and refine their bidding strategy. Let’s explore how tracking call outcomes will supercharge your Performance Max campaigns.
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What is call attribution and why does it matter?
Understanding call attribution
Call attribution connects phone call conversions to specific marketing activities. In other words, it tells you which channels, ads, and keywords get high-value customers to pick up the phone.
Without it, marketers won’t have full visibility into their customer’s journey. If a prospect clicks your ad but converts on the phone, that conversion will often get lost in traditional analytics tools. Result? Inaccurate reporting, wasted budget, and inefficient bidding decisions.
The role of first-party data
With the decline of third-party cookies, first-party data is now a marketer’s best friend. Call attribution provides privacy-compliant insights into customer behavior, helping teams refine their targeting and bidding strategies while maintaining data integrity.
The link between call attribution and Performance Max campaigns
Google’s Performance Max campaigns leverage AI to optimize across multiple placements. But without accurate attribution, marketers risk underestimating the impact of their phone-driven leads.
Why Call attribution is critical for Performance Max
- Incomplete conversion data leads to inefficient ad spend
- Google’s AI thrives on accurate data—missing out call data skews bidding decisions
- Optimizing only for online actions ignores offline conversions, leading to missed opportunities
By feeding call conversion data into Google Ads, you’re giving Performance Max the data it needs to allocate budget effectively. For example, it’ll prioritize the campaigns that drive real business outcomes i.e., sales, by getting your ads in front of more high-intent browsers. Result? Spend is taken away from ineffective campaigns so you get more bang for your buck!
And what’s even better is you can now automate this entire process with an AI-powered feedback loop for continuous improvements.
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Actionable steps to nail call attribution for Performance Max
1 Integrate call tracking software with Google Ads
Ensure all inbound calls are linked to ad interactions with a robust call tracking solution. This enables Performance Max to account for both online and offline conversions.
2 Analyze call outcomes to refine ad targeting
Not all calls are created equal. By analysing call recordings and AI-generated summaries, you can identify which campaigns drive the most valuable interactions and focus in on those.
3 Leverage first-party data for smarter bidding
Call tracking tools help marketers send high-quality conversion data to Google Ads, which generates better audience segmentation and bid adjustments.
Bid Smarter: Improving paid media performance with conversion data
Marketers running Performance Max campaigns need full visibility into their conversion paths. Without call attribution, you’re only seeing part of the picture. By tracking and optimizing phone conversions, you can maximize ROAS, lower CPL, and improve campaign efficiency. Ready to level up your Performance Max campaigns? Explore AI-powered call attribution today.
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