How to stop losing phone calls from Google and Yandex search ads

What a caller from search expects

On Instagram people see an ad by chance. In search they type it themselves: “call a tow truck”, “air conditioner repair”, “dentist near me”. They need a solution now. They tap the number in the ad and deal with whichever company answers first.

If the line is busy or nobody picks up, they go back to the results and tap the next ad. The money for your click is already gone.

What an unanswered call costs

The maths is simple. For example: you spend 3 million so‘m a month on search ads, and they bring 150 calls, so one call costs 20,000 so‘m. If 30 went unanswered, 600,000 so‘m was wasted, plus whatever those 30 people might have bought. These numbers are only an example: work out your own from the call count in the ad account and the missed calls on your phone.

Ad hours and answering hours should match

• Check your ad schedule: do the ads run at night? If so, who answers at night?
• During hours when nobody can answer, remove the number from the ad and send people to the website form.
• Lunch counts too: calls may peak at 13:00–14:00 while staff are away.
• A new campaign brings more calls in its first days: check you have enough people to answer several calls at once.

The first 20 seconds

1. 1Say the company name, so the caller knows which ad they reached.
2. 2Answer what they searched for straight away: “Yes, we work at night too”, “Yes, we repair that model”.
3. 3Then ask one or two questions the job needs: where, what, by when.
4. 4Finish with a clear step: sending a technician, a booking or a transfer to staff.

This call came in at 23:40. Without an answer, the caller would have phoned the next tow truck in the results.

Which ad brought the call

• Use a separate number in the ads: every call to it came from advertising.
• Ask “How did you find us?” at the end of the call, but don’t rely on the answer alone.
• Compare calls with deals in your CRM: how many calls, how many orders, what one order cost.

An AI operator answering ad calls

Sado’s operator answers every call in about a second, including nights, weekends and holidays. It takes more than ten calls at once, with no queue. It speaks Uzbek or Russian in your company’s name, answers only from your prices and terms, and transfers the call to staff by your rule when needed. Your number stays the same. More: an AI operator for incoming calls.

Every call’s recording and transcript are in the portal, and in Bitrix24 it becomes a call card and a lead: Bitrix24 integration. You pay only for talked minutes: pricing. Try it live or call 78 778 01 23.

Questions