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Does your company do a lot of business over the phone? AdWords has a free tool called conversion tracking that shows you when your ads lead to valuable results, including customer calls. A conversion is when a customer who clicked on your ad does what youre hoping for - like placing an order or calling your business. Lets take a look at the different ways this tool could be helpful to track calls made to your business. Tom owns Main Street Flowers, his website isnt set up for online orders but he takes delivery orders over the phone. He set up an ad campaign to promote his Anniversary bouquet specials, but hes not sure its increasing business. Tom uses call extensions to show a phone number to his ads, so customers can call as soon as they see the ad. If he only wants customers to call and not visit his website, Tom can create call-only ads. He sets his ads to use Google forwarding numbers instead of his regular number, and this lets him track when his ads lead to calls to his bu