How do I pass a value back to Google Ads?

Running Google Ads campaigns is all about increasing value and brand awareness through smart advertising. Sending value back to your Google Ads from your call tracking software increases the effectiveness of your efforts by:

• Optimizing campaigns better: Shift your budget around so the best-performing campaigns are the ones getting a constant boost.
• Measuring ROI: Traditional methods often miss phone call conversions. Send call value to see the full impact of your Google Ads investment.
• Creating smarter bidding strategies: Send call value to optimize bids based on the potential value of each call.

3 Ways to send balue to Google Ads

Go to Integrations > Google Ads and check the 'Include value' box. Nimbata will display a message informing you of its success.

1. Pass back value manually

Step 1. Go to Activity > Calls and find the calls that came from your Google Ads campaigns. Use the 'Only Answered' filter.

Step 2. Open up the call you want. Here you can listen to the recording and manually assign a value by filling in the 'Value' box.

2. With a quality calls workflow

Here we are going to create a workflow that will automatically assign value to calls based on specific criteria that we decide. This one requires some experience and intuition from running your business.

Step 1. Go to 'Workflows' and click on the ' + Add' button on the top right corner.

Step 2. Make sure your workflow triggers when 'Call Ends'. [Optional] Nickname your workflow.

Step 3. Click on the '+' plus sign and select 'Add filter' to add the filter criteria you want to trigger with this workflow.

Select when you want a call to be assigned a value and sent to Google Ads. I went with callers from English-speaking countries and a call duration greater than 60 seconds.

Step 4. And now, you need to set the workflow to perform the task you want. Click on the '+' plus sign below your simple filters and select 'Perform action'.

Step 5. Select the 'Tag' task and assign the 'Conversion' tag to the calls that meet these criteria. Then, select the 'Value' task and assign the value you wish to the calls.

Step 6. Click on the '+' plus sign below the 'Actions' you've just selected and click on 'Google Ads' under 'Integrations' to send your conversions to your Google Ads account.

Step 7. Finally, click on 'Enable' to activate the workflow.

3. With keyword spotting workflow

This one is similar to the quality calls workflow but with keyword spotting instead. Follow Steps 1 & 2 as described in the previous section, then return here.

Step 1. Click on the '+' plus sign, select 'Add filter', and scroll down to the 'Conversation' section of the filter criterion menu. Select 'Word & Phrase Spotting'.

Step 2. Type the keywords or phrases that you believe indicate a conversion or help indicate the value of a call. If you want, you can ask your team to give you specific keywords used in closed deals. E.g. 'Thank you for trusting us'. In this menu, the caller is the one who calls your business and the destination is the one picking up the phone.

Step 3. When you're finished creating your keyword and phrases list, click 'OK' and finish setting up the workflow by following Steps 4 through 7 under Quality Calls workflow.

That’s it! Those are the three ways of sending value back to Google Ads. The manual might be the most accurate one, but is also the most time consuming. The other two ways rely more on your experience and business acumen, but we believe they are also pretty safe to use.

Updated on: 20/08/2025