Believe it or not, mobile search generates phone calls. Pretty crazy, right? People use their smartphones to search the Internet and make phone calls. In fact, Google reports that 61% of mobile searches result in a phone call. And with Apple selling more than 74 million iPhones in the month of December alone, that number is only going to grow in 2015.

Are you prepared to handle the wave of call conversions? Are your paid search campaigns designed with call conversions in mind? To help you get in the game, here are some things you may not know about call conversions, but definitely should.

1. You can choose when to drive call conversions

Using call extensions in your search ads increases click-through rates by 6-8%, but that doesn’t mean you want to give people the option to convert over the phone all the time. Choose if you only want call extensions to show on mobile devices and during certain days and times. If you want to limit call conversions to open business hours, set advanced scheduling accordingly. This way you won’t drive conversions that just go to a voicemail.

2. You don’t have to count all calls as conversions

Some clicks are junk. Some leads are a waste of time. The same is true of your inbound phone calls. With Google AdWords and advanced call tracking solutions, you can set rules so only the “right” kind of calls get counted as conversions. Use factors like call duration, time or day of the week the call comes in or caller location to set conversion rules. Being precise about what counts as a conversion will give you a more accurate sense of your paid search performance.

3. Call conversions can be tied to all the user session data you want

Paid search marketers are accustomed to getting all kinds of data from their digital conversions. You might use the GCLID (Google Click ID), UTM parameters, affiliate IDs and/or any other parameters you can tack on a URL. All this information can be captured for your call conversions. Each time someone calls your phone number from a landing page, this data will be captured so you know exactly what’s working and what isn’t.

4. Call conversions can provide unique customer experiences

Treat yourself and your customers to the luxury of excellent customer service. Route and handle calls differently depending on which campaign they originate from. That way your customers’ goals and expectations will line up with their caller experience.

5. You can get call conversion data wherever you want it

Google’s call tracking features make it easy to see call conversions from your ads and landing pages in Google AdWords, but what if you’re using a different call tracking solution? Or what if you want to see the data somewhere besides AdWords? Solutions like Invoca can send call analytics wherever you need it. Get rich call analytics in your Google Analytics account, AdWords or even your CAKE instance.

6. You can assign different values to different types of call conversions

Once you connect revenue to call conversions, you can figure out their average value. This will help you calculate ROI and spot which keywords are worth the spend and which aren’t. You can also assign different values to different types of calls depending on call attributes such as which campaign or landing page a call originated from.

7. You can automatically optimize bids to drive valuable call conversions

Whether you manage your bids in AdWords or a bid management system, you can set your tools to automatically adjust bids to get the maximum number of calls. In AdWords, you can use flexible bidding to factor in things like device, location and time of day to bid higher on the people that are most likely to turn into a valuable customer.

With mobile search overtaking desktop search, it’s time to start paying serious attention to call conversions. The good news is that technology exists to help you drive and track calls as easily as clicks. If you want to learn more about bringing phone calls to your paid search strategy, check out Invoca’s infographic here.