You may have heard of pay-per-click (PPC) advertising in Google. It allows you to display paid ads at the top of relevant search results that promote your business.
After users click on a PPC ad, they arrive on landing pages where they can convert.
But not all paid search ads are alike. One type of Google PPC Ads you may not have tried before is call-only ads.
If your current goal is to drive phone calls rather than website traffic, call-only ads are the way to go, as they’re optimal for driving calls to your business.
But what are call-only ads, and how do they work? We’ll provide an in-depth overview of Google call ads below, so read on to learn more and get professional Google Ads services to grow your business effectively.
What are Google call-only ads?
Call-only ads are a type of paid search ad in Google that focuses on driving phone calls.
Whereas most paid ads direct users to a landing page, call-only ads do not. Instead, they include a click-to-call link. When users click this link, their device automatically calls your business.
Call-only ads are designed to appear exclusively on devices capable of making phone calls — primarily mobile phones. These ads are tailored to drive direct phone calls by highlighting a business’s phone number, often paired with a strong call-to-action like “Call Now.”
This ad format is especially effective for businesses that offer urgent or time-sensitive services. For example, if someone’s car breaks down, they’re unlikely to spend time browsing websites. Instead, they’re more likely to click on the first call ad they see in the search results to get immediate help from a tow truck company.
Call-only ads continue to play a crucial role in industries like automotive, where phone calls remain a primary mode of customer interaction. A smart automotive marketing strategy is to include your phone number in test-drive ads, making it easier for users to schedule appointments directly.
Optimizing Google call ads
While you may be familiar with the necessary steps to optimize regular paid ads, call-only ad optimization is different.
Here are some of the main features you can use to change the performance of your ads.
Headlines
Headlines — the primary, hyperlinked ad copy — are an essential part of your ads. When you set them up, you have the option of making them say whatever you want or simply leaving them blank. While leaving the headline blank might not sound smart, it’s a valuable tactic.
On the one hand, using a custom headline can help ensure that your ads communicate the right message.
On the other hand, it’s hard to know if your custom headline will get cut off when it appears on a particular device.
Leaving the headline blank will cause Google to autofill it with your phone number, and you can guarantee that it won’t get cut off on any device. It’s up to you which approach you take — often, the best choice is to A/B test both options to see which performs better for your business.
Want to understand the basics first? Learn what Google Ads is and how it works to make smarter advertising decisions.
Ad extensions
Ad extensions — additional pieces information you can add to your ads — aren’t exclusive to call-only ads. You might already be using them in your standard Google Ads campaigns, but they also offer key benefits when applied to call-focused advertising.
The primary advantage of using ad extensions in call-only ads is increased visibility. Extensions make your ad appear larger on the search results page, helping it stand out from the competition.
In time-sensitive situations, users are more likely to click on the first prominent ad they see. A larger, more detailed ad can significantly boost your chances of capturing that call.
Google forwarding numbers (GFNs)
Google Forwarding Numbers (GFNs) are a powerful feature unique to Google call-only ads. Instead of displaying your business’s actual phone number, your ad shows a GFN — a unique number provided by Google. When users tap to call, they’re connected through the GFN, which then forwards the call to your real business number.
The key benefit? Call tracking. Since users dial a unique forwarding number, you can easily track which calls originated from your ads versus other sources. This gives you valuable insight into your ad performance and helps measure ROI more accurately.
To start using GFNs, simply enable call reporting in your Google Ads account.
How to set up paid call ads in Google
How to set up paid call ads in Google
Setting up Google call ads is a simple process. To start with, make sure you have a Google Ads account.
If you want to create a new campaign for your call ads, go ahead and do that.
Once you’re ready to set up the ads, follow the steps below:
- Go to your Google Ads dashboard and click “Ads” in the type list.
- Select “Call ads” and then click “Create ad.”
- Choose a campaign and ad group you want to use for your ad.
- Fill out the necessary information to create your ad, including a headline and description.
- If you want to use a GFN, check the box to enable “call reporting” and then submit.
That’s it! Once you work through those steps, your first call-only ad will be up and running. Get professional Google Call Only Ads services.
3 tips for improving your call-only ad campaigns
If you want the best results from your paid call ads, you can implement a few different tactics to boost their performance. Here are three ways to generate more successful call-only ad campaigns!
1. Target call-based keywords
Just like traditional PPC campaigns, Google call-only ads require you to bid on targeted keywords. However, success with call-only ads depends not only on keyword relevance to your business, but also on matching the user’s intent to call.
To get the most out of your call-only campaigns, focus on keywords that signal urgency or a need for direct contact. For instance, a keyword like “plumber in Jacksonville” reflects immediate intent — the user likely needs help now and is ready to make a call. On the other hand, a call-only ad for something like decorative smartphone cases may not perform as well, since customers in that market typically prefer browsing rather than calling.
Targeting high-intent, service-oriented keywords is key to generating quality leads through call-only ads.
2. Schedule your ads for optimal times
Strategic ad scheduling is another effective way to boost the performance of your Google call-only ads. One of the most important rules is to run your ads only during business hours. After all, driving phone calls when no one is available to answer can hurt both your budget and your reputation.
It’s also smart to analyze when your audience is most likely to call and schedule your ads during peak times. For example, while a plumber might receive calls around the clock, a restaurant is more likely to get reservation calls during lunch or dinner hours—not early in the morning.
By aligning your ad schedule with real customer behavior, you increase your chances of capturing high-quality leads.
3. Use location targeting
Location targeting is another powerful way to optimize your call-only ads. By focusing your ads on specific geographic regions, you ensure you’re reaching users who are most likely to need your services right away.
While location targeting is beneficial for all types of paid ads, it’s especially effective for call-only ads. When people need immediate help, such as calling a plumber or a taxi, they’re typically looking for someone nearby — not from a distant location.
By leveraging location targeting, you can ensure your ads are seen by the most relevant audience, driving higher-quality leads and improving your overall ROI.
Our team of over 500+ digital marketing experts knows Google Ads — including call-only ads — inside and out, and we can drive top-tier results for your campaigns. With our Google Ads services, you’ll get help optimizing for all the tips listed above and more.
