The Benefits of Optimising sales IVR Calls into Google Ads for Business Productivity and Profitability

Interactive Voice Response or IVR calls have been used by businesses for many years.

IVR is a phone system that allows incoming callers to access information via a voice response system of pre recorded messages without having to speak to an agent, as well as to utilise menu options via DTMF (touch tone keypad) selection or speech recognition to have their call routed to specific departments or specialists.Google Ads enters the equation by providing additional search data from these calls to the business. 

The importance of the call data for the business is the different tracking capabilities – for example, the duration of the call, beginning and end times of the call. The business can accurately record call data, optimise functionality and assist with troubleshooting.

There are some benefits to optimising your sales intent IVR calls into Google Ads, especially when it comes to boosting business productivity and profitability while improving customer service.

What are the key benefits of capturing sales intent IVR calls and optimising through Google Ads?

Understanding caller intent (which department did the customer select to speak to) and using it for bid optimisation

Bid optimisation plays a huge role in ensuring online campaigns perform well across the board and are tailored to the particular marketing strategy of the business. 

Capturing the sales intent from your inbound calls will enable you to use this data to enhance your bid optimisation strategy in Google Ads. For example if 100 customers call from a particular ad campaign and 40 select option 1 for sales and 60 select option 2 for support, you are able to use this data to optimise on the sales calls when making a bid on Google Ads. As a result this will boost both your marketing effectiveness, including cost savings. 

Routing the call to the optimal termination number

This is the process of ensuring inbound calls are directed exactly where they need to be. By capturing a caller’s IVR input, not only are you able to better route the different calls to the right agents but when you are able to calculate how many calls go to your dedicated sales termination number you can use that data to optimise your Google Ad campaigns. Providing a more streamlined customer journey, increased productivity and conversions within the company.

The ability to play call recordings

Implementing a call recording functionality can be part of the process of capturing a sales intent IVR call. It allows the business to not only maintain full transparency on both ends of the call, but it can also provide valuable data and insights into the patterns and behaviours of customers who have the intention of purchasing your product or service. This is especially beneficial when implemented in conjunction with a voice to text functionality. Once you gain access to that data, you can optimise your Google Ad campaigns based on the patterns and behaviours of your customers. 


Possibly the most obvious benefit of IVR is the level of automation, freeing up the time of employees and agents, ensuring they’re only being connected with calls that are going to be within their wheelhouse to deal with. IVR reduces the stress of having to manually route the customer’s call to the correct department allowing for more time to be spent handling customer enquiries. In addition, with the IVR system you can determine which calls convert to a sale and use that data to make evidence-based decisions to optimise your Google Ad marketing campaigns and drive your business forward. 

It’s easy to see why so many companies are tapping into IVR optimisation!

We’ve put together a handy guide that contains all the information you need to start optimising your sales IVR calls into Google Ads. 

If you have any questions or queries about optimising sales IVR Calls into Google Ads, please don’t hesitate to reach out.