Don’t Listen to Google and 9 Other Google AdWords Tips to Increase ROI

7. Track which keywords lead to phone calls with call-tracking metrics. If 25 percent or more of your sales happen over the phone, use a keyword-to-call tracking system, Shikhman said. These systems allow businesses to track which campaigns generate phone calls and which don't. This can be done by assigning specific call-tracking numbers to specific campaigns or keywords. “Bid more in AdWords on the keywords that lead to calls and sales," Shikhmam added.