How to set up Google Local Services Ads with CallRail

In this article, we will outline how to create and best implement Google Local Services Ads (LSAs) with CallRail tracking numbers. LSAs can be used by businesses that want to target ads for their services by zip code, and customers can use these ads to call or message you. By using CallRail tracking numbers in your LSAs, you can get accurate, unbiased lead tracking. 

Additionally, Google LSAs use messaging response time as a key ranking factor, and CallRail’s automated message flows and Voice Assist ensure your leads get an immediate response, even when your team is busy or away from their phones.

Before you begin

To use CallRail tracking numbers in your LSAs, you will first need:

• An active CallRail account that you can access and edit
• Access to your company’s Google Local Services Ads account

Please note: LSAs require a direct, manual number assignment in your LSA account. This setup cannot be done via CallRail’s API.

Step One: Create a dedicated tracking number in CallRail

1. Navigate to the number creation page using the Plus icon or Create Number button on the home page.
2. When prompted to choose which type of number to create, select Somewhere else (as opposed to on my website), then select Google Local Services Ads. This setting will automatically configure the number name and tracking options.
3. Choose a number that can support both call and text functionality. This can be any non-toll-free number. If you want to send text messages using the tracking number, it will also have to be registered for 10-DLC compliance in CallRail.  The tracking number’s area code does not need to match the target area for your LSA; Google will use its own number layer.
4. Determine the main contact number where the calls or messages should be directed.
5. Complete the number configuration and Activate the tracking number

Please note: If you already have a number in CallRail for a Google Business Profile and want to use that number in your LSA for consistency, we will identify messages as coming from LSAs in-app. However, you will not be able to set up workflows and automations specifically for your LSA, and the leads will be attributed to Google Business Profile with this method.

Step Two: Add automated workflows to ensure a quick response to inbound calls and texts

There are several automations available to set up for your LSAs.

Message Flows for SMS texting

Please note: Outbound messaging requires 10DLC registration.

Message Flows help you automatically send text messages to your inbound LSA leads. This quick response will boost your LSA response time score. There are four types of steps you can include in a message flow:

1. Schedule: This will trigger Message Flows to occur during a specific time.
2. Tag: This will automatically attach an existing tag to your lead.
3. Response: This will send an already-composed text message.
4. Forward: This will forward a message to a desired number.

For more information on message flows, refer to this Help Center article.

Voice Assist for phone calls

Voice Assist is CallRail’s artificial intelligence-powered speech-to-speech answering service. By implementing Voice Assist on your LSA calls, you can ensure immediate qualification and routing, regardless of the time of day or a person’s availability.

Voice Assist is a standalone product within CallRail’s product suite, and can be added to your standard Call Tracking plan. Once purchased, follow the steps in this Help Center article to set up your Voice Assist agent. Then do the following:

1. Select your LSA number from the Settings > Numbers table.
2. In the Number options page, select Call options. This will open the menu for editing the Forward calls to option.
3. Select Call Flow, then choose the call flow with Voice Assist enabled.
4. Select your LSA number from the Settings > Numbers table.
5. In the Number options page, select Call options. This will open the menu for editing the Forward calls to option.
6. Select Call Flow, then choose the call flow with Voice Assist enabled. Save your changes.

If you wanted to set up your Voice Assist agent first, you could instead follow the steps for creating a new number, then choose to forward the calls to your Voice Assist-enabled call flow.

Additional notifications

In addition to the notifications Google sends for each lead, you can also create notifications for calls or texts to LSA numbers in our Notifications center. From here, you can also create daily or weekly email summaries based on lead score or tags. If you are using CallRail’s mobile app, you can also get push notifications sent to your phone. For more information on notifications, please visit this link.

Step Three: Assign the tracking number in the Local Services Ads platform

1. Log in to the Google LSA Dashboard.
2. Navigate to the Profile/Settings: Find the contact information or business profile settings for the desired LSA campaign.
3. Replace the existing business number with the new CallRail tracking number for LSA Phone Leads.
   1. Note: If you are setting up an LSA for the first time, you may need to set up and then change the number from your GBP number.  Ensure you have approval, as this often requires a re-verification process via Google LSA support/reps.
4. Enable and Update the Text Message Number (this is critical for text message tracking):
   1. Locate the setting for Text/Message Leads.
   2. Ensure the text message feature is enabled.
   3. Enter the same CallRail tracking number from Step 1 into the field for Text Message Leads.

Step Four: Measure lead quality and scoring in the Local Services Ads platform

CallRail features multiple tools to help score leads and auto-identify bookings in your Google LSA app.

Manually tag in CallRail

You can create tags in CallRail’s Workflow page based on your business’s needs (“qualified”, “wrong number”, etc.) These tags can help determine lead quality before reviewing LSA.

1. Select the Settings icon on the left navigation bar.
2. Choose the company where you'd like to use tags.
3. Select Workflow at the top of the page.
4. Choose Tags from the Manage header on the left.
5. You’ll see a list of pre-populated tags. You can create, edit, or delete any of these tags. Click + Add Tag at the bottom of the list to add more tags.
6. Select Save at the bottom of the page to save your changes.

To learn more about tags, please review this article in our help center.

Automation Rules and Conversion Signals

You can utilize an automated workflow (available in our Conversation Intelligence plan) to assign tags and lead scores according to your own criteria.

1. Click the Settings icon on the left navigation bar.
2. Choose the company where you'd like to create an Automation Rule.
3. Click Workflow at the top of the page.
4. Choose Automation rules from the Automation header on the left. 
5. Click the Custom Rule box to build a rule from scratch. Otherwise, choose one of the templates as a starting point.

You can set automation rules based on multiple parameters, including call duration, caller input, or keywords spotted in the call transcript. 

You can also use Conversion Signals (available in our Premium Conversation Intelligence plan) to review a call for whether an appointment was scheduled or not. This can help you see which calls led to revenue faster.

Learn more about Automation Rules and Conversion Signals here.

Scoring in the LSA app

Based on the CallRail tags and scores, log into the Google LSA app daily to quickly match the CallRail leads to the LSA leads and assign the Qualified/Unqualified status, streamlining refund requests and budget optimization.

1. Log In to Your LSA Dashboard.
2. Identify the Lead to Review, based on your CallRail tracking number used for the LSA and the contact information of the lead.
3. Grade the Lead Quality. There are five options to choose from:
   1. Very satisfied – The lead was relevant and useful.
   2. Somewhat satisfied – The lead was okay but not ideal.
   3. Neither satisfied nor dissatisfied – Neutral quality.
   4. Somewhat dissatisfied – The lead had issues but wasn’t completely invalid.
   5. Very dissatisfied – The lead was unusable or irrelevant.
4. Provide Feedback on the Lead. There are several options to select, including:
   1. Outside service area: The lead came from a location you don’t serve.
   2. Wrong service: The lead requested a service you don’t offer.
   3. Caller not ready to book: The person wasn’t serious about making a decision.
   4. Spam: This includes robocalls, silent calls, or scam inquiries.
   5. Duplicate lead: You received the same inquiry more than once.
   6. Employment or sales pitch: The caller was job-seeking or promoting a product or service.
   7. Other: Add your own notes if none of the listed options apply.

If you have further questions about Google LSA and how to implement CallRail in your marketing campaigns, contact us via our support form!