Mongoose_Metrics - 8:32 pm on Jul 21, 2011 (gmt 0)
Call Metrics is a great way for Google advertisers to track offline conversions, but it's important to consider that a call is a larger investment than a click. As a result, it can be hard to deliver a value proposition that motivates a searcher to call through a Google ad. For some businesses, where the value proposition is clear (e.g. plumbing or HVAC) PPCall through Call Metrics will likely be effective — especially for those with brand recognition. However, for more complex businesses, and B2B companies in particular, I think a lot more research has to happen before a call is made, and in these cases ads will not likely yield substantial call volumes at the AdWords level. These businesses need the opportunity to educate, and, like RhinoFish and rwilson mentioned, they should have call tracking installed on their landing pages and throughout their websites to track offline PPC conversions that occur post-click, to accurately track their campaign effectiveness.