Google Ads has a new help document on AI-Qualified Call Conversions. Google says AI-qualified call leads use Google AI to evaluate call recordings to determine the actual quality of the conversation.
Google wrote, "AI-qualified call leads use Google AI to evaluate call recordings (the call recording setting must be turned on) to determine the actual quality of the conversation. The system looks for signals of intent, such as a customer inquiring about specific services, scheduling a consultation, or showing readiness to purchase."
Historically, Google Ads primarily classified a "conversion" based on call duration. However, duration alone doesn't always reflect lead quality. In some instances, for example, a long call could still be a wrong number or a robocall, Google added.
Here is how Google does tiered classification:
- Primary signal (call recording): If call recording is on, all calls will be recorded and evaluated by AI. Only qualified calls will count as conversions.
- Secondary signal (call duration): If a call can't be recorded, it will count as a conversion if it lasts a certain duration. To update the call duration threshold, follow these instructions.
- Tertiary signal (ad interaction): In the rare event a Google forwarding number isn’t available, conversions will be classified based on ad interaction data.
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