Why 'Local Actions' (Like Get Directions or Calls) Are Not Showing Up as Conversion Actions in Google Ads

If you're running local-focused Google Ads campaigns, especially Performance Max (PMax) campaigns using Location Assets, you might expect to see conversion actions like "Local action - directions" or "Local action - calls" in your conversions list. But in many cases, these actions are missing entirely. Here's why—and what you can do about it.

What Are Local Action Conversions?

Local Action Conversions are automatically generated by Google Ads when users interact with your Google Business Profile (GBP). These can include:

• Clicks to get directions

• Clicks to call

• Website visits from your GBP listing

These interactions help you measure the offline value driven by your online campaigns.

Why You Might Not See Local Actions in Your Account

1. Google Business Profile (GBP) Not Properly Linked

Local actions will only be generated if your GBP is correctly linked to your Google Ads account.

How to fix it:

• Go to Tools & Settings > Linked Accounts > Google Business Profile

• Make sure your listing is properly linked and verified

2. GBP Is New or Low-Activity

Google doesn't generate local action conversions for low or no interaction listings.

Solution:

• Run local ads consistently to drive traffic

• Make sure your GBP is complete and optimized

3. Viewing the Wrong Account (MCC vs. Sub-Account)

Local actions are created per account and not shared across MCC (manager) accounts.

What to do:

• Switch to the specific sub-account and check the conversions section there

4. Account Doesn't Meet Google’s Thresholds

Some accounts or regions may not support local actions yet, especially if they don't have enough historical performance.

There’s no manual workaround, as these are system-generated.

What You Can Do in the Meantime

Since you can't create these conversion actions manually, here are alternate steps:

• Use Google Business Profile Insights to report on:

  • Direction requests

  • Calls

  • Website visits

• In Google Ads, go to Assets > Location Assets > View Asset Details to see:

  • Phone calls

  • Website clicks

  • Total interactions

Note: "Get Directions" data may not appear in newer versions of the interface or if thresholds aren't met.

Final Thoughts

Not seeing local actions in your conversion list can be frustrating, but it usually comes down to GBP setup, eligibility, or activity level. Double-check your linkages and monitor GBP performance. Over time, if your campaign drives meaningful engagement, Google may automatically surface these local action conversions.

For now, focus on reporting via GBP Insights and Location Asset metrics in Google Ads.

Need help auditing your GBP and Google Ads integration? 

Reach out to our team to ensure your local marketing efforts are fully optimized and trackable.