Google Ads has enabled call recording by default for eligible call flows associated with AI-qualified leads, with exceptions for pre-opt-outs and certain sensitive verticals.
A new Google support page describes the feature, which uses AI to evaluate phone conversations instead of relying solely on call duration to count conversions.
What has changed
Google Ads previously classified a phone call as a conversion primarily based on its duration. Google Documentation says the new system analyzes call recordings to identify intent signals, such as a caller requesting specific services, scheduling a consultation, or indicating they are ready to purchase.
Google describes the classification as hierarchical.
- Primary Signal, call recording. If recording is enabled, the AI evaluates the conversation and only qualified calls count as conversions.
- Secondary signal, call duration. If a call cannot be recorded, the duration determines whether it counts.
- Tertiary signal, advertising interaction. If no Google forwarding number is available, advertising interaction data is used.
Call detail reports now include an AI-generated summary of each call and hashtags like “#HighIntent” Or “#PlannedConsultation.”
Call recording defaults and exceptions
Google settings page says call recording will remain disabled for advertisers who have already disabled it and for accounts that Google has identified as operating in the healthcare or financial services industry.
Advertisers in these categories can manually enable recording at any time, according to Google.
To turn off recording, advertisers can go to Admin > Account Settings > Call Announcements > Call Recording and select Off.
Where it works
Call recording and AI-qualified conversions are currently limited to calls where the caller and recipient phone numbers are in the United States or Canada. Calls must be routed through a Google forwarding number, which requires call reporting to be enabled at the account level.
Only calls for ads, lead elements, and calls from website visits are eligible. Calls from location items are not supported at this time.
Privacy and Compliance
Google settings page indicates that callers will hear an automated message at the start of the call informing them that the conversation is being recorded for quality purposes. Advertisers agree to Call Ads’ additional terms when using the feature and acknowledge that they have notified employees or other parties who may participate in calls.
Google also says records are used to evaluate lead quality, monitor spam and fraud, and improve the accuracy of conversion reporting.
Advertisers using call recording should review whether Google’s automatic notification complies with their own legal obligations regarding recorded calls.
Why it matters
Advertisers who don’t plan to use AI-qualified leads continue to produce records that Google analyzes for lead quality, spam, and fraud unless they turn off recording.
Smart Bidding now optimizes for AI-classified qualified calls when recording is enabled, and reverts to call duration when it’s not.
Looking to the future
Advertisers who prefer call duration as their primary cue can turn off recording in their account settings. The duration threshold itself can be adjusted under Objectives > Summary > Phone Call Trails > AI Qualified Call Trails.
Featured image: El editorial/Shutterstock
