Call Extensions are a powerful Google Ads feature that allows advertisers to add phone numbers to their search advertisements, enabling potential customers to contact businesses with a single tap or click. This extension type is particularly valuable for businesses that rely on phone calls to gener…Call Extensions are a powerful Google Ads feature that allows advertisers to add phone numbers to their search advertisements, enabling potential customers to contact businesses with a single tap or click. This extension type is particularly valuable for businesses that rely on phone calls to generate leads, schedule appointments, or provide customer service.
When Call Extensions are enabled, a clickable phone number appears alongside your ad text on mobile devices, while desktop users see the number displayed for manual dialing. This creates an additional touchpoint for customer engagement beyond the standard headline and description links.
Key benefits of Call Extensions include increased ad visibility through expanded real estate on the search results page, which can improve click-through rates. They also provide convenience for users who prefer speaking with a representative rather than navigating a website, making them especially effective for service-based industries like healthcare, legal services, home repairs, and hospitality.
Advertisers can configure Call Extensions at the account, campaign, or ad group level, offering flexibility in how phone numbers are distributed across different advertising initiatives. You can also set specific hours when the call extension should appear, ensuring calls only come through during business operating hours when staff is available to answer.
Google provides call reporting functionality that tracks the number of calls received, call duration, and caller area codes. This data helps advertisers measure the effectiveness of their call-focused advertising efforts and calculate return on investment.
For optimal performance, businesses should ensure someone is available to answer incoming calls promptly and professionally. Combining Call Extensions with other extension types like Sitelinks and Structured Snippets creates comprehensive ads that offer multiple engagement options.
Call Extensions are free to add, though standard click charges apply when users interact with the phone number on mobile devices. This cost-effective enhancement can significantly boost campaign performance for call-dependent businesses.
Call Extensions: Complete Guide for Google Ads Certification
What Are Call Extensions?
Call extensions are a type of Google Ads asset that allows advertisers to add a phone number to their search ads. When users see these ads, they can tap or click to call your business directly from the search results page. This feature is particularly valuable for businesses that rely on phone calls for leads, appointments, or customer service.
Why Call Extensions Are Important
Call extensions serve several critical purposes in digital advertising:
• Increased Ad Visibility: Adding a phone number makes your ad larger and more prominent on the search results page • Higher Click-Through Rates: Ads with call extensions typically see improved CTR due to enhanced visibility and additional contact options • Mobile Optimization: On mobile devices, users can tap to call with a single touch, reducing friction in the customer journey • Lead Generation: Service-based businesses can capture leads from users who prefer calling over filling out forms • Tracking Capabilities: Google provides call reporting to measure call performance and conversions
How Call Extensions Work
Call extensions operate through the following mechanism:
1. Setup: Advertisers add their business phone number at the account, campaign, or ad group level 2. Display: Google displays the phone number alongside your ad text when the extension is eligible to show 3. Mobile Experience: On mobile devices, a clickable call button appears, enabling one-tap calling 4. Desktop Experience: On desktop, the phone number displays as text that users can dial manually 5. Call Forwarding: Optionally, Google can provide a forwarding number to track calls and measure performance
Key Features of Call Extensions
• Scheduling: Set specific hours when call extensions appear, aligning with your business hours • Call Reporting: Track call details including duration, caller area code, and whether calls were answered • Conversion Tracking: Count calls of a certain length as conversions • Device Preference: Optimize for mobile devices where calling behavior is most common
Best Practices for Call Extensions
• Use call scheduling to show extensions only when staff can answer • Enable call reporting to gather performance data • Set a minimum call duration for conversion tracking to filter out short, non-valuable calls • Combine call extensions with other assets for maximum ad real estate • Use location-specific phone numbers when operating multiple locations
Exam Tips: Answering Questions on Call Extensions
Remember these key points for certification exams:
1. Know the Hierarchy: Call extensions can be set at account, campaign, or ad group levels. The most specific level takes priority.
2. Understand Call Reporting: Questions often focus on what data is available through call reporting, such as call duration and area codes.
3. Mobile vs Desktop Behavior: Be clear that mobile users see a clickable call button while desktop users see the number as text.
4. Scheduling Importance: Expect questions about why scheduling matters, with the correct answer relating to business hours and staff availability.
5. Conversion Definition: Remember that calls must meet a minimum duration threshold to count as conversions.
6. Google Forwarding Numbers: Understand that using Google forwarding numbers enables detailed call tracking and reporting.
7. Eligibility: Call extensions may not show with every ad impression. Google determines when they appear based on expected performance.
8. Combination with Other Assets: Call extensions work alongside other extension types to maximize ad visibility and performance.
When facing scenario-based questions, focus on identifying whether the business would benefit from phone calls and whether the suggested implementation aligns with best practices for tracking and scheduling.