15 minutes, plus up to 48 hours for locations to sync.
Madder reads the link once it exists: with a linked profile the agent can propose Local store visits and promotions goals and add your locations to Search and Performance Max drafts. With call reporting on, Calls from ads becomes a lead the agent optimises toward. Madder does not link the profile or edit it; the profile belongs to the person who verified the business.
Before you start#
- A verified Google Business Profile for the business (search "Google Business Profile" and claim it if not).
- Access to the Google account or email address that manages the profile — the link request lands there.
- A Google Ads account registered in Madder.
1. Send the link request from Google Ads#
In Google Ads go to Tools → Data manager. Under Connected products find Google Business Profile and select Manage & link, then Link next to the profile. Google sends the request "to the email address for the Business Profile you selected". If the same Google account owns both, the link completes at once.
2. Approve the request in Business Profile#
Open the email, or in Business Profile Manager open Linked accounts (as of September 2026 under the profile's settings) and accept. When approved, "locations for that account will be eligible to show as location assets with your ads". Allow 24–48 hours for the sync.
3. Add location assets to campaigns#
Go to Campaigns → Assets, click the plus button and choose Location. Select Our locations, then Link to a Business Profile Manager account you know, pick the profile and Continue. Madder's drafts reuse these assets automatically.
4. Turn on call reporting#
Go to Admin → Account settings, find Call reporting, select On and Save. Google then shows a Google forwarding number on your call and location assets and "routes the call to your actual business phone number". Calls are counted under the conversion action Calls from ads, included in the Conversions column. Pick the minimum duration in that action (60 seconds is a sane default for a real enquiry) so a mis-dial is not a lead.
5. Choose call or visit goals in Madder#
In your brief tell the agent "calls are leads" or "store visits matter". Madder then sets the primary action to Calls from ads or proposes a store-visit goal on Performance Max, and reports cost per lead on that basis.
If it doesn't work#
- No link request arrives — the profile is managed by an agency or a former employee; ask them to accept, or transfer ownership in Business Profile first.
- Linked but no locations show — the profile is unverified, suspended or has no address; check the profile's status. Sync takes up to 48 hours.
- "Calls from ads" stays at zero — call reporting is off, the forwarding number is unavailable in your country, or calls end before the minimum duration.
- Callers see a strange number — that is the forwarding number; it is normal and it is what makes counting possible.
- Unlinking fails — remove active location assets from campaigns first; Google refuses otherwise.