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How to create a Google Click-to-Message (CTM) Ad: A step by step guide

Summary

Google Click-to-Message (CTM) Ads let potential customers start a WhatsApp conversation with your business directly from Google Search. With Wati, you can track WhatsApp conversions such as qualified leads and purchases, send conversion data back to Google Ads, and optimise your campaigns without building custom tracking solutions.

This guide explains how Google CTM Ads work, their benefits, the prerequisites for getting started, and how to create your first Google CTM campaign.

Instructions

What are Google Click-to-Message (CTM) Ads?

Google Click-to-Message (CTM) Ads allow people to start a WhatsApp conversation with your business directly from a Google Search ad. Instead of visiting your website first, users can open WhatsApp and send a message with a single click.

This creates a faster and more seamless experience for potential customers while helping businesses engage high-intent leads.

How Wati simplifies Google CTM Ads

Without Wati, businesses often need to build custom tracking solutions to understand which Google Ads generated WhatsApp conversations and conversions.

With Wati, you can:

  • Automatically capture conversations that start from Google CTM Ads.

  • Track WhatsApp conversion events, such as qualified leads and purchases.

  • Send conversion data back to Google Ads to improve campaign optimisation.

  • Export the names and phone numbers of converted leads.

Benefits of using Google CTM Ads with Wati

Using Wati for Google CTM Ads helps you:

  • Eliminate the need for custom tracking or WhatsApp widgets.

  • Reduce friction by allowing customers to message your business directly from the ad.

  • Measure WhatsApp conversions instead of only tracking ad clicks.

  • Improve campaign performance with accurate conversion data.

  • Reuse your existing WhatsApp conversion tracking setup if you're already using Meta Click-to-WhatsApp Ads.

Prerequisites

Before creating Google CTM Ads, make sure your Google Ads account has been whitelisted by Google.

Note: The whitelisting process typically takes about 1 week.

Get started as a beta customer

If you're joining the beta program:

  1. Contact your Customer Success Manager (CSM) or the Wati Support team to request Google Ads account whitelisting.

  2. Once your account has been whitelisted, Wati will provide a technical onboarding guide.

  3. Follow the onboarding guide and add the required URL while creating your Google CTM campaign.

Create a Google Click-to-Message campaign

Step 1: Create a new campaign

  • Log in to your Google Ads account.

  • Create a new campaign.

  • Select Leads as the campaign objective.

  • Choose either:

    • Search, or

    • Performance Max

Note: If Leads from Messages does not appear under the conversion goals, select Continue.

  • Select Messages from your Ads as your campaign goal.

  • Configure your bidding strategy.

  • Under Network settings, deselect:

    • Google Search Partners

    • Display Network

  • Configure your keywords and asset generation.

  • Continue to create your Message Asset.

Step 2: Create a Message Asset

  • Select + New Message.

  • Add your WhatsApp Business phone number.

Important: Use the same WhatsApp Business number that is connected to your Wati account.

  • Enter a Starter message.

    Tip: The starter message should reflect the customer's intent, for example:

    • "I'm interested in this product."

    • "I'm keen to explore this course."

    This message is sent by the customer when they open WhatsApp. It is not your automated welcome message.

  • Select a call-to-action (CTA).

  • Add a description that matches your campaign objective.

  • Save your Message Asset.

When users click your Google CTM Ad, they are redirected to WhatsApp with the pre-filled starter message ready to send.

Recommended Message Assets

If you're creating assets at the campaign level, include the following assets:

  • Headline

  • Description

  • Business Name

  • Business Logo

  • Message

  • Image

Step 3: Configure conversion tracking

After saving your campaign:

  • Open Campaign Goal Settings.

  • Select Campaign specific.

  • Choose only Leads from Messages to track the Conversation Started conversion.

Note: Leads generated through Messages can take up to 3 hours to appear in the conversion goal setup.

Best practices

For the best campaign performance:

  • Deselect Display Network and other additional networks unless required.

  • Include all recommended assets, including Message, Image, Headline, Description, Business Name, and Business Logo.

  • Use a verified business name.

  • Add multiple high-quality images and descriptions where possible.

  • Write a starter message that clearly communicates the customer's intent rather than your business's response.

  • Include broad match versions of your highest-performing generic keywords.

  • Continue testing new search queries that lead to Conversation Started conversions.

Frequently Asked Questions (FAQs)

Overview

1. What are Google Click-to-Message (CTM) Ads?

Google Click-to-Message (CTM) Ads let people start a WhatsApp conversation with your business directly from a Google Search ad. Instead of visiting your website first, users can open WhatsApp and send a message with a single click.

2. How does Wati simplify Google Click-to-Message (CTM) Ads?

Wati automatically captures conversations that start from Google CTM Ads, tracks WhatsApp conversion events such as qualified leads and purchases, sends conversion data back to Google Ads to improve campaign optimisation, and lets you export the names and phone numbers of converted leads.

3. What are the benefits of using Google Click-to-Message (CTM) Ads with Wati?

Using Wati with Google CTM Ads helps you eliminate the need for custom tracking or WhatsApp widgets, allow customers to message your business directly from the ad, measure WhatsApp conversions instead of only tracking ad clicks, improve campaign optimisation with conversion data, and reuse your existing WhatsApp conversion tracking setup if you're already using Meta Click-to-WhatsApp Ads.

Requirements

4. What do I need before creating Google Click-to-Message (CTM) Ads?

Before creating Google CTM Ads, your Google Ads account must be whitelisted by Google. The whitelisting process typically takes about one week.

5. Which WhatsApp phone number should I use for Google Click-to-Message (CTM) Ads?

Use the same WhatsApp Business phone number that is connected to your Wati account.

Message Assets

6. What is a starter message in a Google Click-to-Message (CTM) campaign?

A starter message is the pre-filled message that customers send when they open WhatsApp from your Google CTM Ad. It should reflect the customer's intent, such as "I'm interested in this product." It is not your automated welcome message.

7. What happens when someone clicks a Google Click-to-Message (CTM) Ad?

When someone clicks a Google CTM Ad, they are redirected to WhatsApp with the pre-filled starter message ready to send.

Conversion Tracking

8. How long does it take for "Leads from Messages" to appear in the conversion goal setup?

Leads generated through Messages can take up to 3 hours to appear in the conversion goal setup.

Best Practices

9. What are the recommended best practices for Google Click-to-Message (CTM) campaigns?

For the best campaign performance, deselect Display Network and other additional networks unless required, include all recommended campaign assets, use a verified business name, add multiple high-quality images and descriptions where possible, write a starter message that reflects the customer's intent, include broad match versions of your highest-performing generic keywords, and continue testing new search queries that lead to Conversation Started conversions.

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