Call quality
Not every phone call is a good call
Twenty good calls beat a hundred bad ones. If you only count calls, you can end up paying for spam, wrong numbers and people outside your area.
Published Aug 29, 2026 · 5 minute read
Key takeaways
- Agree on what a 'good call' means for your business.
- Mark calls that turn into jobs.
- Feed that info back into the ads.
Define a good call
Sit down with your team and write it down. A good call usually means the right service, inside your area, from a real person who could book.
- Correct service
- Inside the service area
- Real customer need
- Long enough to talk properly
Spot the bad calls
Watch for patterns: sales calls, job seekers, people wanting a service you don't offer, or callers from towns you don't cover. Each pattern usually points to a keyword or location that needs fixing.
Close the loop
When your team marks which calls became jobs, Google can learn from it. Over time, bidding shifts toward the searches that bring paying customers, not just callers.
FAQ
How do I mark calls as booked?
A simple spreadsheet works. Better yet, connect your booking tool or CRM so it happens automatically.
What percentage of calls should be good?
In a well-run account, 60–75% of calls are usually real, relevant enquiries.