# Google Ads call assets A caller who dials the number shown in your ad never visits your website, so the DNI script never runs. To track these calls, the number in the ad must itself be a Nimbata tracking number: in your call asset, in your Google Business Profile's Google Ads phone number field for location ads, or as your Local Services Ads business phone. ## Website calls and call asset calls If you run Google Ads and have a phone number on your website, customers can call you in two different ways. Nimbata tracks both, but through separate setups. ### Website calls (tracked via DNI) A website call happens when someone clicks your Google ad, lands on your website, sees your phone number on the page, and calls it. The customer's journey: **Ad click > your website > phone number on page > call.** The DNI script detects the `gclid` parameter in the URL, swaps your phone number for a Nimbata tracking number, and records the call with full campaign attribution. - Tracking number source: **Online Paid** (or a Google Ads swap group) - Only shown to visitors who arrived from a paid click - Requires the DNI script installed on your website ### Call extension calls (tracked via a dedicated number) The customer's journey: **Ad with phone number > call directly from search results.** The caller never visits your website, so the DNI script never runs. The number shown in your ad must itself be a Nimbata tracking number. - Tracking number source: **Google Ads Call Extension** - Not connected to your DNI script - Requires placing the Nimbata number directly in your Google Ads call asset ### Why they are independent | | Website call | Call extension call | | ---------------------------------- | -------------------------------------- | ------------------------------------------------------- | | Customer visits your website first | Yes | No | | DNI script runs | Yes | No | | gclid parameter is used | Yes | No | | Tracking number shown on your site | Yes, dynamically inserted | N/A, the number is in the ad itself | | Source in Nimbata | Online Paid (or Google Ads swap group) | Google Ads Call Extension | | Nimbata setup required | DNI script + swap group | Separate tracking number added to Google Ads call asset | Setting up one does not cover the other. ### The most common symptom - You set up DNI. - Calls appear in Nimbata. - Calls shown as conversions in Google Ads are missing from Nimbata. - Those calls came directly from the call extension. - The DNI script never ran because the caller never visited your site. > **Note:** The reverse also happens: call extension tracking is set up but no session data is attached to any calls, because there was no website session. ### Check what you currently have **Website DNI:** - Go to [Tracking > Tracking Code](https://app.nimbata.com/tracking/tracking-code). - Look for a swap group with source set to Google Ads or Online Paid. - Verify by visiting your site with `?gclid=test` in the URL. - If the number swaps, DNI is active. **Call extension:** - Go to [Tracking > Numbers](https://app.nimbata.com/tracking/numbers). - Look for a number with source set to **Google Ads Call Extension**. - Confirm that exact number appears in **Assets > Call** inside your Google Ads campaign. ### Set up both **Website DNI** (calls from your website): - Go to [Tracking > Numbers](https://app.nimbata.com/tracking/numbers). - Get a tracking number sourced as **Online Paid**. - Install the DNI script on your website. - Configure a swap group under [Tracking > Tracking Code](https://app.nimbata.com/tracking/tracking-code). - Assign the number to a call flow. Detailed guide: [Set up DNI step by step](https://help.nimbata.com/tracking/dni-setup#set-up-dni-step-by-step) **Call extension** (calls directly from your ads): - Go to [Tracking > Numbers](https://app.nimbata.com/tracking/numbers). - Get a separate tracking number sourced as **Google Ads Call Extension**. - Assign it to a call flow. - In Google Ads, go to **Admin > Account settings > Call reporting** and turn it on. - Go to **Assets > Call** and enter this Nimbata number as the phone number for the call asset. Detailed guide: [Track call assets and call ads](https://help.nimbata.com/integrations/google-ads-call-assets#track-call-assets-and-call-ads) ### Do I need both? If your ads never show a phone number directly, you only need DNI. If you use call extensions or call-only ads, you need both. Running only DNI while call extensions are active means those calls show in Google Ads as conversions but don't appear in Nimbata at all. ### A note on tracking number sources **Online Paid** numbers are candidates for DNI swapping. The script shows them to qualifying visitors. **Google Ads Call Extension** numbers are never injected by the DNI script. They are static numbers placed in your ad assets and only receive calls if that exact number is in your call asset. > **Note:** If you assign a call extension number to a DNI swap group (or vice versa), neither will work as expected. Detailed guide: [Set up swap groups](https://help.nimbata.com/tracking/swap-groups#set-up-swap-groups)\ Detailed guide: [Connect Google Ads](https://help.nimbata.com/integrations/google-ads#connect-google-ads)\ Troubleshooting: [Numbers not swapping](https://help.nimbata.com/tracking/troubleshooting#numbers-not-swapping) ## Track call assets and call ads Use a Nimbata tracking number as the phone number in your Google Ads call extensions or call ads. This lets you attribute calls from your ads to specific campaigns and measure them alongside your other call data in Nimbata. 1. **Acquire a tracking number for Google Ads** - Go to [Tracking > Numbers](https://app.nimbata.com/tracking/numbers) and click **+ Add**. - Select **A specific online channel**. - Then choose **Google Ads Call Extension** as the channel and click **Next**. - On the pool size screen, select the quantity you need. Note that Google Ads call extensions support a **single phone number** per call asset. - Choose your country, state (if applicable), and city, then click **Next**. ![Acquire new tracking phone numbers, with the state, city and number fields marked under Number Selection, and Next marked.](https://help.nimbata.com/_astro/01-image_7zmygk.CjRbZf1e_2nHxBf.webp) - Click **Finish** if you already have a default destination number on your account. If so, Nimbata confirms it's been applied automatically. - If not, add one now. 2. **Assign a call flow** - In [Tracking > Numbers](https://app.nimbata.com/tracking/numbers), assign your new tracking number to a call flow. - If you don't have a suitable one yet, create one first in the [Call Flow Builder](https://app.nimbata.com/call-handling/call-flows). ![Tracking > Numbers with the new number, its Google Ads Call Extension source and its assigned call flow marked, and the "Call flow has been successfully assigned to tracking number." message.](https://help.nimbata.com/_astro/02-screenshot-2025-11-06-115228_118fwmb.DIeSsLCI_2paKJD.webp) Detailed guide: [Build a call flow](https://help.nimbata.com/call-handling/call-flows#build-a-call-flow) 3. **Enable call reporting in Google Ads** - Go to your Google Ads account. - Head to **Admin > Account Settings > Call Reporting** and turn it **On**. This ensures calls from your ads are tracked correctly. ![Google Ads Account settings with Call reporting set to On.](https://help.nimbata.com/_astro/03-screenshot-2025-11-06-124411_l3pzfd.Bjd2oL75_Ek7U9.webp) 4. **Add your tracking number as a call asset** - Navigate to your campaign. - Click **Assets > Assets** in the left-hand menu. - Then click **Call** to view existing phone numbers. - If your Nimbata number is already listed, select it and click **Enable**. - If not, click **+** to create a new call asset. - Then select the tracking number's country. - Enter the number in the exact format shown in Nimbata, and click **Save**. ![The Google Ads Add call form with the Phone number field marked next to the country.](https://help.nimbata.com/_astro/04-screenshot-2026-01-30-151926_dogs11.DttYthYj_ZhAClY.webp) 🎉 That's it! Calls from your Google Ads are now tracked and attributed in Nimbata. ### If Google disapproves your tracking number In some cases, Google Ads may not approve third-party tracking numbers used as call assets. Linking Google Search Console to your Google Ads account can help Google verify the association between your website and your ads. - Go to **Tools > Data Manager > Connected Products**. - Locate **Search Console**, and click **Manage & Link**. - Follow the prompts and click **Proceed**. If the link is successful, you'll see **Linked** in the Status column. Note that linking Search Console does not guarantee approval, but it can help during Google's review process. ## Get a number verified In some cases, Google Ads may not verify tracking numbers from third-party providers when they are used as call extensions. This can happen when Google is unable to associate the phone number with the advertiser's website during its verification process. One way to help Google verify the association between your website and your Google Ads account is to link Google Search Console. 1. **Go to Data Manager in Google Ads** - Look for the Tools menu. - Sign in to your Google Ads account. - Click the **Tools** icon (wrench) in the top navigation menu. - Select **Data Manager** (in older layouts, this may be under Tools & Settings > Linked accounts). 2. **Locate Search Console** - Scroll down to the **Featured products** or **Connected products** section. - Find **Search Console** and click **Proceed** (or Details). ![The Google Ads Connect a product panel under Data manager, with Search Console typed in the data source search and the Search Console result marked.](https://help.nimbata.com/_astro/01-image_1cezjr.D7dgICNJ_Z1u9zRI.webp) 3. **Enter your website URL** Add both www and non-www versions. - Click the **+** (Plus) button or Link to add a new site. - Enter the URL of the website you want to link. Important note: Google recommends adding one version with `www.` and one without (for example, [www.example.com](https://www.example.com) and example.com). You do not need to include `http://` or `https://`. 4. **Confirm the link status** Click Link site: - If your email is a verified owner in Search Console, the status immediately shows as Linked. - If your email is not the owner, the status shows as Requested, and an access request is sent to the current Search Console owner to approve. 🎉 That's it! If the linking process is successful, you'll see **Linked** in the **Status** column. Linking Search Console does not guarantee verification of every tracking number, but it can help Google associate your website with your Google Ads account during the call extension review process. If you see any other status, or the message that the account can't be linked to Search Console, consult the relevant Google Ads Help section: ## Location assets and Performance Max If you're running Google Ads (especially Performance Max), some of your call conversions are quietly routing through your Google Business Profile (GBP) instead of the Call Asset you set up in Google Ads. This section shows how to track those calls with Nimbata, without breaking your organic call tracking. Google Ads can pull phone numbers from at least three different places when serving an ad: - **The Call Asset** you create manually inside Google Ads (formerly known as "call extensions") - **Automated assets** generated by Google after scraping your website - **Your Google Business Profile**, any time Google Ads serves a local map or location-based ad format Performance Max routinely serves local map ads. When it does, the phone number on the ad comes from your linked Google Business Profile, not from your Call Asset. This means a portion of your Google Ads-driven calls bypass your Call Asset setup entirely. **If you only have a Nimbata tracking number on the Call Asset, those local-ad calls won't be tracked.** ### Why you can't just replace the main GBP phone number The instinct is to swap the main phone number on the Google Business Profile with a Nimbata tracking number. But that has a side effect: the tracking number then shows up everywhere (organic Maps listings, organic search results, the "Call" button on your business listing, everywhere your GBP appears). You end up tracking everything, paid and organic, through the same number. That defeats the purpose of paid attribution. ### The fix: the Google Ads phone number field in GBP Google Business Profile has a dedicated field for exactly this scenario. It's called **Google Ads phone number**, and Google describes it as "The number used on your location extension ads." In plain English: this is a phone number that **only** gets used when Google Ads pulls your GBP into a location-based ad. Organic Maps, organic search, and the standard "Call" button on your GBP listing keep using your main business phone number. The field is buried inside the GBP **Advanced settings** drawer, so most marketers don't know it exists. ### Set it up 1. **Open your Google Business Profile** Search for your business in Google while signed in as a manager of the profile. Click the three-dot menu next to your business name and select **Advanced settings**. 2. **Scroll to Google Ads phone number** In the Advanced settings drawer, scroll past the **Labels** and **Shop code** sections. You'll find a section titled **Google Ads phone number** with the description: "The number used on your location extension ads." ![The GBP Advanced settings drawer scrolled past Labels and Shop code, with the Google Ads phone number section and its Add link marked.](https://help.nimbata.com/_astro/01-google-listing-number_9xp6u7.DsIVa2M5_19Aqvb.webp) 3. **Add your Nimbata tracking number** Click **Add**, paste in the Nimbata tracking number you want to use for paid local ad calls, and save. If you don't already have a tracking number provisioned for this purpose, create one inside Nimbata under **Tracking Numbers** before completing this step. We recommend using a number from the same area code as the business itself, so the ad still looks local and native to the searcher. 4. **Confirm your two-number setup** Your GBP should now have: - **Primary phone number**: your client's real business line (stays clean for organic listings) - **Google Ads phone number**: your Nimbata tracking number (only fires on paid local ad formats) That's it. Performance Max and any other Google Ads campaign serving location-based ads now route those specific calls through your tracking number, while organic listings continue to use the real business line. ### Verify it's working Give the change 24 to 48 hours to propagate, then: - Open the campaign in Google Ads and go to **Insights > Call details**. - Cross-reference the numbers in the **Phone number** column with your Nimbata tracking inventory. - Calls with source **"Ad"** and type **"Mobile click-to-call"** should now route through your Google Ads phone number, not your main GBP line. You can also confirm inside Nimbata by filtering calls by tracking number and reviewing the **Call source** field on incoming calls. ### A note on Performance Max Performance Max is the campaign type where this matters most, because it has the broadest mix of ad formats: search, display, YouTube, Gmail, Discover, **and** local map ads. The local map ad format is what pulls the GBP phone number. If you're running Search-only campaigns, the Call Asset typically covers you. Once Performance Max enters the picture, the GBP field becomes essential. ## Local Services Ads Google Local Services Ads are great for small service businesses that cater to specific areas, like cities, towns, districts, or counties: - Plumbers - Electricians - Roofers - Lawyers - Real estate agents - Dentists - Doctors - Physiotherapists - Auto repair shops - Car dealerships - Vets - Pet groomers These businesses can use Local Services Ads to increase their visibility in local search results, attract more customers, and grow their business. Compared to regular ads, LSAs offer: - **Increased visibility**: Local Services Ads appear at the top of Google Search results, making them highly visible to potential customers searching for local services. - **Pay-per-lead model**: unlike traditional pay-per-click (PPC) advertising, Local Services Ads operate on a pay-per-lead basis. Businesses only pay when a potential customer contacts them directly through the ad, which can be more cost-effective. - **Targeted advertising**: these ads are designed to target local customers who are actively searching for the services offered. This can lead to higher conversion rates, as the ads are shown to people who are already interested in the service. - **Customer reviews**: the ads often display customer reviews and ratings, which can influence potential customers' decisions. Positive reviews can significantly enhance the ad's effectiveness and attract more business. - **Easy to set up and manage**: they are relatively easy to set up and manage compared to other forms of online advertising. Google provides a straightforward process for creating and optimizing these ads. Businesses that use Local Services Ads can also apply to receive the Google Guaranteed or Google Screened badges, which increase their trustworthiness in the eyes of potential customers. ### Nimbata and Local Services Ads Just like with regular Google Ads, combining Nimbata with Local Services Ads can bring your business several benefits: - **Enhanced call tracking**: Nimbata provides advanced call tracking and analytics, which can help businesses understand the effectiveness of their Google Local Services Ads. By tracking calls generated from these ads, businesses can see which campaigns drive the most engagement and conversions. - **Improved ROI measurement**: by integrating Nimbata with Google Local Services Ads, businesses can better measure the return on investment (ROI) of their advertising spend, by attributing phone calls to specific ads for more accurate performance metrics. - **Dynamic call routing**: Nimbata can route calls to the most appropriate agent or department based on the ad that generated the call. This connects potential customers with the right person, improving the likelihood of a successful conversion. - **Local presence**: Google Local Services Ads help businesses appear more prominently in local search results. Combined with Nimbata's call tracking, businesses can optimize their local presence by understanding which ads drive local engagement and adjusting their strategies accordingly. ### Use Nimbata with Local Services Ads 1. **Acquire a new tracking number** - Go to [Tracking > Numbers](https://app.nimbata.com/tracking/numbers) and click **+ Add**. ![Tracking > Numbers with the + Add button marked.](https://help.nimbata.com/_astro/01-tracking-numbers-add_1qlvt90.BeigLi1y_Z1yGq8Q.webp) 2. **Choose Somewhere else, then Other** - Select **Somewhere else**. - Then select **Other** and click **Next**. ![Where will your callers find you? with Somewhere else selected, Other selected under Describe channel, and Next marked.](https://help.nimbata.com/_astro/02-screenshot-2025-09-02-114851_1o5q4c9.Bwmaa9Tn_16MDI8.webp) 3. **Choose the number** - Select your country and city, and add your number and a friendly name. - Then click **Finish**. ![Acquire new tracking phone numbers with Number Type, Quantity, Number Selection and Friendly Name, and Finish marked.](https://help.nimbata.com/_astro/03-screenshot-2025-09-02-115330_pojhus.hvnI6tic_17mvbp.webp) 4. **Add the number to your Local Services Ads account** Go to your Local Services Ads account. If you already have an account, skip directly to the next step. > **Note:** If it's a new account, sign up on [Google's Local Services Ads site](https://ads.google.com/local-services-ads/). Nimbata's Google Ads integration does not create Local Services Ads accounts. When you reach the part where you add your phone number, add your call tracking number as your business phone and enable email and text messages. Finish setting up your ads. ![The Local Services Ads Business details form with a Business phone, and Email and Text message checked under messaging preferences for receiving leads.](https://help.nimbata.com/_astro/04-stigmiotypo-othonhs-2025-02-10_1uzqpxt.pSG32kqt_Z2sP3kE.webp) 5. **Go to Profile & budget** ![The Local Services Ads menu with Profile & budget marked.](https://help.nimbata.com/_astro/05-stigmiotypo-othonhs-2025-02-10_il05p.C4Bj_MI2_2plhqw.webp) 6. **Enable Text message** Scroll down to **Settings** and make sure to enable the **Text message** option, where you add your call tracking number by clicking the pencil icon. ![Settings with Message Leads on, Text message checked and its pencil icon marked.](https://help.nimbata.com/_astro/06-stigmiotypo-othonhs-2025-02-10_2pdbb7.CUO6XiMH_2tgHpX.webp) And that's it! All your calls and messages are now routed through your call tracking number, along with all the data you need. Text messages from Local Services Ads arrive on the tracking number as ordinary SMS, so they appear in [Activity > SMS](https://help.nimbata.com/activity/sms) like any other text. To have them forwarded to your phone as well, turn on **Receive SMS** on the call flow's Dial step ([Receive SMS](https://help.nimbata.com/activity/sms#receive-sms-inbound)).