Workflow8 min read

    Google Ads → Voice Agent Funnel — Template

    Convert Google Ads call clicks into qualified opportunities using an AI voice agent that responds instantly, qualifies callers, and routes to sales — automatically.

    H
    Hestur AI
    hestur.co
    2–3 days
    Setup Time
    with Google Ads access
    <10 sec
    Lead Response
    AI answers every call instantly
    40–60%
    Qual Rate
    callers that complete 3-question qual
    0%
    Missed Calls
    every ad click call answered
    The cost problem this solves: A Google Ads call click costs $15–80 in many industries. When it goes to voicemail or rings 5 times, that budget is wasted. An AI voice agent answers every single call within 2 rings, qualifies the lead, and routes them — recovering every dollar you spend on call extensions.

    How the Funnel Works

    1
    User clicks your Google Ads call extension
    The call goes to a Twilio number connected to Vapi — not your direct business line. This enables call tracking, recording, and AI handling.
    2
    AI agent answers within 2 rings
    No hold music, no voicemail. The agent greets, acknowledges the ad context ("Are you calling about [service]?"), and begins qualification.
    3
    3-question qualification
    Budget, timeline, decision-maker. Takes 60–90 seconds. Score the caller.
    4
    Route based on qualification
    Hot (qualified): warm transfer to sales rep. Warm (interested but not ready): offer callback + enter nurture. Cold (not a fit): politely end + log reason.
    5
    Log to CRM + trigger follow-up
    All call data (transcript, qual score, routing outcome) pushed to CRM. Follow-up sequence triggered based on outcome.

    Google Ads Setup

    1
    Create a call-only or call extension campaign
    In Google Ads: choose a goal of "Phone calls" or add a Call Extension to your existing search campaign. Set bid strategy to maximise calls.
    2
    Use a forwarding number (not your direct line)
    Google Ads → Settings → Call Reporting → Enable call reporting. Use Google forwarding number OR your Twilio number for tracking.
    3
    Set up Google Ads conversion tracking
    Track calls over 60 seconds as conversions (pre-qual signal). Track calls where agent marks "qualified" as micro-conversions (import via Google Ads API or manual import).
    4
    Use ad copy that sets expectations
    "AI Receptionist Answers 24/7 — No Wait" or "Speak to Our Team Now — Instant Answer". Sets context so callers are not surprised by the AI agent.
    Call extension vs call-only campaign: Call extensions show alongside text ads. Call-only campaigns show only on mobile and are the entire ad. For high-intent service businesses (plumbers, dentists, lawyers), call-only campaigns typically have lower CPL — all budget goes to calls.

    Qualification Script Template

    QuestionWhat You're QualifyingBranch
    "Are you looking for [service] for yourself or your business?"B2B vs B2C fitMismatch → politely end. Match → continue.
    "What's your approximate budget for this project?"Deal size viability<Minimum → offer lower tier or end. ≥Minimum → continue.
    "When are you looking to get started?"Timeline / urgencyNow/ASAP → hot transfer. 3+ months → warm nurture.

    Sample Greeting

    "Thanks for calling [Business]. I'm [Agent Name] — I can get you connected to the right person in about a minute.

    First, are you calling about [specific service from ad], or something else?"

    // Keep opening short. Callers from ads are high intent — don't waste their time with a long intro.

    Routing Logic

    ScoreClassificationAction
    3/3 questions answered positivelyHot — qualifiedWarm transfer to available sales rep immediately. If no rep available: book callback within 2 hours.
    2/3 positiveWarm — interestedOffer callback: "Can I have someone call you back this afternoon?" Enter 7-day nurture.
    1/3 or 0/3Cold — not a fit"It sounds like we might not be the best fit right now, but let me send you some information." Log + exit.

    Warm Transfer Protocol

    A warm transfer means the agent stays on the line, briefs the sales rep, then connects the caller:

    1
    Agent notifies rep via Slack
    Instant Slack message: "Incoming hot transfer — [Name], [service interest], budget [range], timeline [now/soon]. Picking up in 30 seconds."
    2
    Agent briefs the caller
    "I'm connecting you with [Name] now — I've briefed them on your project so you won't have to repeat yourself."
    3
    Transfer and disconnect
    Vapi's transfer tool dials the rep number, bridges the call, then drops off. Rep picks up with full context already from Slack.

    Post-Call Automation

    • ✓Vapi call_ended webhook → extract: qualification score, routing outcome, call duration, key entities
    • ✓If qualified + transferred: CRM contact created/updated, stage set to "Qualified", sales task created
    • ✓If warm (not yet ready): enter email nurture sequence, add to callback queue for 48h
    • ✓If cold: log with reason, add to 90-day re-engagement list
    • ✓Push call duration + outcome as conversion event to Google Ads (helps algorithm optimise for quality calls)
    • ✓Weekly report: cost per qualified call by campaign, keyword, and time of day

    Optimisation — What to Track Week 1

    Target 100%
    Answer Rate
    every ad call answered
    Target 40%+
    Qual Rate
    callers that pass 3 questions
    Target 25%+
    Transfer Rate
    hot transfers to sales
    Track weekly
    Cost/Qualified Call
    CPC × answer rate ÷ qual rate

    Deployment Checklist

    • ✓Twilio number purchased and connected to Vapi
    • ✓Vapi assistant configured with qualification script and routing logic
    • ✓Google Ads call extension updated to use Twilio forwarding number
    • ✓Slack integration tested — hot transfer alerts fire correctly
    • ✓CRM webhook receiving call outcomes and creating contacts
    • ✓Warm transfer to at least one real sales rep tested end-to-end
    • ✓Test with 10 simulated calls: 3 hot, 4 warm, 3 cold — verify routing in each case
    • ✓Google Ads conversion tracking connected to call outcome data
    Advanced: A/B test your qualification questions. After 50+ calls, run a variant with different question 2 (e.g., "What have you tried before?" instead of budget). Track which version produces higher-quality transfers. Question quality directly determines pipeline quality.
    Want this implemented for your business?
    We scope most projects in 48 hours. Fixed price, 2–4 weeks to deploy.
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