Qualified Call Duration Agent

The Qualified Call Duration Agent uses call tracking data from CallRail to identify phone calls that exceed a minimum duration threshold and uploads them to Google Ads as qualified offline conversions. Longer calls are a strong indicator of genuine interest and lead quality.

How It Works

Connect your CallRail account to Adscriptly
Set a minimum call duration threshold (e.g., 60 seconds, 120 seconds)
Adscriptly monitors incoming calls and filters for those exceeding your threshold
Qualified calls are uploaded to Google Ads as offline conversions, linked back to the original ad click via GCLID or caller data

Setup

Connect CallRail

Go to Settings → Integrations and connect your CallRail account via OAuth.

Create a call duration conversion action

From the Conversions dashboard, click “Add New Conversion Type” and select Qualified Call Duration.

Set your duration threshold

Choose the minimum call length that qualifies as a meaningful conversion. Common thresholds:

60 seconds — basic engagement filter
120 seconds — indicates a substantive conversation
180+ seconds — high-intent, deep-engagement calls

Set a conversion value

Assign a value to qualified calls. See the Calculating Conversion Value guide.

Note

Start with a lower threshold (60 seconds) and increase it over time as you gather data on which call durations correlate with actual customers.

Why Duration Matters

Not all phone calls are equal. A 10-second hang-up is not the same as a 3-minute conversation with a qualified prospect. By filtering on duration, you only send high-quality conversion signals to Google Ads, helping Smart Bidding learn which clicks lead to real business conversations.

Tip

Qualified call conversions pair well with the CRM Activity Agent. Use both to give Google Ads multiple quality signals from the same lead journey.