How did a UK dental implant clinic get its Google Ads calls counted as conversions?

What was the problem?

A UK dental implant clinic was running Google Ads and the phone was ringing. For dental implants, a phone call is often the most valuable thing a patient can do, because it is where consultations get booked. Yet none of those calls were being counted as conversions in Google Ads.

As far as Google Ads was concerned, the campaigns that produced those calls were not working. Any automated bidding was learning from an incomplete picture, and the clinic could not tell which keywords or ads actually drove patient enquiries.

What did I build?

• Dynamic number insertion (DNI) on the landing page, so callers from Google Ads see a tracking number tied to their visit.
• Qualified calls sent into Google Ads as conversions, so the account credits the campaigns and keywords that produce real calls.
• The landing page form connected into GoHighLevel, so form leads land in the clinic's CRM.
• Meta Conversions API on top, so Meta also receives lead events from the server side.

How does dynamic number insertion work?

Dynamic number insertion replaces the phone number on the page with a tracking number when a visitor arrives. The call tracking platform knows which visit, source and click that number was shown to, so when the visitor calls, the call can be attributed back to the ad. Visitors from other sources can see different numbers, which keeps paid search calls separate from everything else.

Because the number is swapped automatically, the clinic does not need separate landing pages or printed numbers per campaign. Patients simply see a local number and call it.

What makes a call a qualified call?

Not every call should count. Wrong numbers, hang ups and existing patients calling about appointments would all inflate the numbers and teach bidding the wrong thing. A qualified call is defined with rules in the call tracking platform, typically based on the traffic channel and how long the call lasted, so only calls that look like genuine new enquiries are sent to Google Ads as conversions.

Why connect the form to GoHighLevel and add Meta CAPI?

Calls were only half of the landing page. Patients who preferred not to call filled in a form, and those leads needed to reach the clinic's follow-up system. Connecting the form into GoHighLevel puts every form lead into the same CRM the clinic uses for follow-up and booking.

Adding the Meta Conversions API sends lead events to Meta from the server rather than relying only on the browser pixel, which can be blocked or limited. That gives Meta campaigns better data to optimize on alongside Google Ads.

How do you check that call conversions are actually working?

The simplest test is a real one. Open the landing page from a test ad click or with a test parameter, confirm the tracking number has replaced the normal number, then call it and stay on the line long enough to meet the qualified call rules. The call should appear in the call tracking platform's log with the right source, and the conversion should show in Google Ads after its normal processing delay. Checking the conversion action's diagnostics in Google Ads afterwards catches problems such as expired integrations or a disabled action.

What changed for the clinic?

Calls from Google Ads now count as conversions instead of disappearing, form leads flow into GoHighLevel, and Meta receives server-side lead events. The clinic has one connected setup covering the two ways a patient enquires.