Tracking and measuring phone call conversions in SEM is not enough, you must optimize them to get the most out of your SEM budget and strategy. To do this, use call extensions and call-only ads for high-intent keywords with your phone number or call button visible and clickable. Test and refine your ad copy, with clear and compelling calls to action that encourage people to call your business. Additionally, create relevant and engaging landing pages that match your ad message, providing useful and persuasive information. Utilize call tracking software to segment and analyze calls by campaign, source, keyword, and other attributes, then optimize bidding, targeting, and messaging accordingly. Google Analytics can track and measure the behavior and conversions of website visitors, so optimize web design, content, and navigation to increase phone call conversions. Finally, monitor and evaluate call quality with call recording, analytics, and customer feedback to improve customer service and conversion value.