Reinforcement is Key

Dogs go where they are rewarded, and like any other living creature, you need to make what you're asking of them worth it. Your dog is not going to come to you just because you love each other and have a bond. Would you pull yourself away from facebook or a good conversation just because someone called away? If you aren't going to get reinforced with something, probably not. It's the same for dogs. Those scents on the ground are really interesting and the chance to run around off lead is really fun. So backup your recall with a really good treat. You want your dog to start thinking coming to you is just as fun and rewarding as sniffing the ground or running about. Even I act a lot faster if someone dangles cookies at me as a reward.