To get phone calls to your business, set up a call campaign to encourage customers to call you by clicking or tapping your ad. You can set your ads to appear only when your business can take calls, so you won’t miss an opportunity to connect with your customers.
This is an informational article about call campaigns. For instructions, go to Create a call campaign. To add phone numbers to existing text ads, skip to About call assets.
How they work
Ads created in call campaigns are fine-tuned to show only on mobile devices that are capable of making calls. These ads are very flexible with how they can appear. To optimise for mobile and enhance performance, your ads may not always show every line of text that you enter when setting up your campaign. Likewise, select assets, which are available for call campaigns, may also be hidden in order to make the most of the smaller screen space on mobile devices.
Assets expand your ad with additional information and can give your ad greater visibility and prominence on the search results page. There's no cost to add them, and it is recommended that you add all assets that are relevant to your business. Clicks on your ad (including your asset) will be charged as usual. To learn more about assets, skip to About assets.
Here are some key points to know about using call campaigns:
- You can share your phone numbers across ads within an ad group or an entire campaign.
- You can set numbers to appear only when your business can take calls.
- You can count calls as conversions. Learn more About phone call conversion tracking and About call reporting
- Clicks on your number are the same cost as headline clicks (a standard CPC).
- Call campaigns are not yet available for campaigns targeting the Display Network.
- When you create a new ad in your call campaign, you’ll be asked to enter a phone number for your business. In order to verify your ad and number, we’ll ask for a verification URL, which should lead to the page that displays your phone number. Learn more about call ad requirements
Bidding and reporting
By leaving the Final URL field on your call ads blank, your call campaigns will only allow clicks to call. In this case, you’re able to bid for calls to your business instead of clicks to your website. This means your cost per click bid should match the value that you would place on a phone call from your ad. The default bid strategy is maximise clicks, or in this case, calls. If you’ve set up conversion tracking for calls, you can use maximise conversions or Target CPA bidding.
Calls from your ads will appear under the 'Clicks' column in your reporting table for each call campaign.
If you provide a final URL, your bid applies both to the call click and the website click and should represent the value that you'd place on a phone call from your ad. The default bid strategy is maximise clicks. If you’ve set up conversion tracking for calls, you can use maximise conversions or Target CPA bidding. Calls from your ads and clicks to your website will appear together under the 'Clicks' column in your reporting table for each call campaign. To view call clicks and website clicks separately, you can segment on Click Type.
