A lead says they were calling a different practice. What do I do?
Wrong-number calls still create contact records and pipeline cards in RootLogic — here's how to handle them cleanly so they don't pollute your pipeline or train the ad algorithm on junk data.
1
Be polite on the call and confirm the situation
Don't rush them off the phone. A quick "No problem at all — you've reached [Practice Name]. Is there anything we can help you with while we have you?" is worth asking. Sometimes people call the "wrong" number because they're comparison shopping and your practice came up in a search. They may be more qualified than they let on.
2
Find and open the contact record RootLogic created from the call
Go to Contacts and search for the phone number. RootLogic logs all inbound calls and may have created a contact record. If an opportunity card was also created in the pipeline (common with form fills), you'll need to address both.
3
Delete the opportunity card if one was created
Go to the Opportunities pipeline and find the card for this contact. Click into it and select Delete Opportunity. This removes the pipeline card but leaves the contact record intact — which is correct. The contact record serves as a log that the call happened; the opportunity card should only exist for active leads.
4
Add a note to the contact record explaining the call
In the contact record, add a note: "Called wrong number — was trying to reach [other practice name]. Not a prospect at this time." This way, if this number appears in the system again, whoever picks it up has context immediately.
Important: Do not leave a wrong-number contact in the pipeline with no action. The 45-day nurture automation will fire texts and emails to this person if the opportunity stays in Lead Received — and that creates a terrible first impression with someone who never asked to hear from you.
Pro tip: If you notice the same wrong-number scenario happening repeatedly from a specific source, flag it to your account manager at VMMG. It may indicate a tracking number conflict or a Google Business Profile issue that's routing competitor searchers to your line.