Phone numbers display in the headlines and ad clicks prompt calls rather than visits to a website.
Advertisers looking to drive calls from their paid search ads, now have the option of setting up a Call-only campaign or adding call-only ads to existing campaigns in Google AdWords.
As the name suggests, when users click on either the call button or the Call-only itself, the phone number appears in the standard prompt to confirm the call. Users cannot get to the advertiser’s website by clicking on the ad.
The headline displays as the phone number, while the display URL simply serves as branding and lets users know what business they’re calling.
Setting up call-only ads had been possible with call extensions, but the new ad type is designed to make it easier to set them up — and establish “calls from ads” as the conversion type to track across a Call-only campaign.
Call-only ads can be added to existing search network campaigns as well. In the ad setup, you can include two description lines of ad copy and the display URL and opt to report calls from ads as phone call conversions.
If you’re currently using call extensions to create call-only ads and want to move them over to a Call-only campaign, you can duplicate a campaign or change the campaign type to Call-only, but you’ll have to remove your existing ads and set up new Call-only ads either way.
The ad type will be useful for advertisers that value calls over web visits as well as for those that don’t yet have mobile-friendly landing pages.