How To Create Google Ads Call-Only Campaign And Its Best Practices?

by | Mar 19, 2020

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Google Ads Call-Only Campaign Title Image

Who doesn’t want to have more and more phone calls to their business?

Are you one of them who advertise online using Google Ads to get business?

But not receiving desired leads and phone calls. 

Do not worry, in this article we will cover step by step guide to creating the most effective Call-Only Campaign.

The use of mobile phones is increasing day by day. Generally, people carry out research, buy a product, or book a service using mobile phones. 

As per Statista: This statistic shows the number of smartphone users in the U.S. from 2010 to 2023. For 2020, the number of smartphone users in the United States is estimated to reach 272.6 million.”

Firstly, Google Ads introduced “Call Extensions”. Next, they added “Call Tracking” from the landing page. Recently they started a new feature known as “Call-Only Campaign”.

What Is Google Ads Call-Only Campaign?

Call-Only Campaign is exactly as its name. It is created using call-only ads which has a feature to appear only on mobile and upon clicking it calls the specified number. 

Unlike normal search ads that drive users to the web-page upon clicking whereas, Call-Only Ads drives the users to the dial pad of a call enabled device (smartphone or device which has calling function) to make a call.

How Does Google Ads Call-Only Campaign Work?

The working of the Call-Only Campaign is quite simple. It is only created to receive calls to the destination phone number by tapping the ads from a mobile phone.

Call-Only Ads have a phone number and two headlines, a business name, two descriptions, and a display URL. These ads are flexible with how they can appear. Ads do not always show all the text that you have created but it may optimize for mobile devices and screen sizes. 

You only pay when someone clicks your ad and call your business. You can count calls as conversions and also add call reporting to the campaign. The advantage of a call-only campaign is that you can set the cost which you want to pay for each call.

Learn More: How Google Ads Works?

Who Should Use Call-Only Campaign?

The businesses that have a primary goal to receive direct phone calls rather than clicks to the website on mobile phones should definitely use a call-only campaign. 

Meanwhile, you always have an option to create a normal search with a call extension. But if you are a service provider such as water damage restoration, plumber, mold removal, flood water removal, fire restoration, house cleaning, carpet cleaning, and other emergency services then setting up a call-only campaign is the best option. 

How To Create Google Ads Call-Only Campaign?

Creating a call-only campaign is not rocket science. It is as simple as creating a normal search campaign. Let’s get started. 

First of all, you need to sign in to your Google Ads Account. Now head on to “Campaigns” on the left side menu and click “+” or “NEW CAMPAIGN”

Call-Only New Campaign

Upon clicking the “+” button you will have two options, click “New campaign”.

New Campaign

Now you need to select goals as per your business. 

Know More: Google Ads Copy Testing Ideas from Ad Copy to Landing Page

Keep in mind that to create Call-Only Campaign, you need to select either of the goals such as Sales, Leads or Create a campaign without a goal’s guidance.

Call-Only Goals


Next, select a campaign type. Here you need to select only “Search” as your campaign type.

Campaign Type

Now select the way you would like to reach your goal. As you are creating a call-only campaign, you need to choose only “Phone calls”. Enter your phone number and click CONTINUE. 

Remember to select your country and add the phone number in the “(012) 345-6789” format.

Enter Phone number

Next, you will have general settings. Name your campaign.

General settings

Now you need to enter your target location – where you want to show your ads. If you have a single target location enter it here. 

Location Targeting

Whereas if you have many locations click “Advanced search”. Here you have different options to add locations.

Advanced Location Search

If you have a location and want to target surrounding areas, select “Radius” and enter the distance in Miles or Kilometers around the target location.

If you want to target many specific zip code areas or different locations, then select the checkbox “Add locations in bulk” and enter all your locations.

Next, you have to select the languages your customers speak. By default, you will have English as the preferred language.

language and audience

Below that, you have “Audiences”. Select your appropriate audience.

The section is the budget and bidding section. Enter the budget that you want to spend daily. Remember that daily spend may vary but you will not pay more than your monthly budget.


Related: How Much Does Google Ads Cost For Small Business & Is It Worth Spending?

Next, you need to select a bidding strategy for your call-only campaign. We recommend you to choose Maximize Conversion as your bid strategy. It helps you to get more conversions for your budget.


Learn More: How to choose the best Bidding Strategy for New Google Ads?

Here is a trick:

Below the bidding section, there is a “Show more settings”. Click on that and select “Ad Schedule”

Ad Schedule

It’s the main part. As you are creating Call-Only Campaign, schedule your ads as per your business hours when you can answer the calls. Scheduling rather than business hours can cost you high and waste your money unnecessarily. Therefore, Ad Scheduling is very important.

Next comes the Ad Extensions. Add your extensions wisely to increase your click-through rates. It can make your ad stand out and provide additional information with your ad. 

Ad Extensions

Learn More: Google Ads Ad Extensions

 After adding extensions click “SAVE AND CONTINUE”.

Now you have to set up ad groups. You can create different ad groups for different products or services with more than one ad and a set of related keywords. 

Ad Group

Name your Ad Group and enter your keywords. You can also carry out research for keywords related to your product or service in Get keyword ideas section. Enter your product or service and get keywords that are relevant to your business. Add keywords and then click SAVE AND CONTINUE.

Here comes the Create ads part. Start creating your ad entering a Phone number, two Headlines, Business name, two Descriptions, and Display URL.

Create Ads

You only have limited characters for all your text. Below is the count of characters you get for each text.

  • Headline 1 – (30 Characters)
  • Headline 2 – (30 Characters)
  • Business name – (25 Characters)
  • Description 1 – (90 Characters)
  • Description 2 – (90 Characters)

Create compelling ads so that users take an interest in your business and likely to click your ad and call you. Besides that, you can also check the ad preview on the right side for how your ads will appear. 

You can also add your website URL into Display URL which is optional. But adding it can grow trust among the users. Below that comes the Call reporting.

Call Reporting

If your call reporting is turned off, you are losing that valuable information about the calls. Turn on the call reporting to find out when calls were made and received, the duration of calls and the caller’s area code.

Create at least three different ads in each Ad Group. After creating ads click SAVE AND CONTINUE. Now you have created your ads, but you need to review them. Review your campaign summary and click CONTINUE TO CAMPAIGN.

The ads that you have created are under review by Google. Upon approval, your Ads will be live and you will start receiving impressions, clicks, and calls. So, these were the basic and simple steps to create Call-Only Campaign in Google Ads.

The Second Method

You might be aware of this method. You can display your number in ads on a call enabled device by adding a Call Extension to the existing search ad. This can be another way to drive customers to call your business. 

If the prospects want to know more about your business, they can click on your ad can visit your website. Moreover, if they have made up their mind to make a call to your business they can call you by tapping on the call extension below the ad.

How To Add Call Extension To Existing Search Ads?

Head on to the “Ads & extensions” on the left side menu.

Ads _ Extensions

Now select “EXTENSIONS” and then click on the “+” button. Below that, you will have ad extensions that you can add to your existing search ad. 

Extensions tab

Here you need to select “Call extension”

Call Extension

Now you will have the Add call extension page. Select your existing campaign name, where you want to add the call extension. Below that select “Create new”. Now choose your country and add your business phone number

Add call extension

Turn on the Call reporting to record your conversions. If you want to increase or decrease your call interaction bid adjustment, then enter the percentage value. 

On the right side, you will have the preview of your ad – how will it appear on the mobile device. You can see the call tab below your ad.

Ad preview

Here you also have advanced options to schedule your ads and display the call extension on a mobile device only. Therefore, click “Advanced options”.

Advanced options

Choose your device preference and then schedule your call extension by start to end date. You can also set the call extension as per your business working days and hours when you can answer the calls. 

Finally, SAVE it and you are done. 

Difference Between Call-Only Campaign And Call Extension

  • A Call-Only Campaign has a unique action upon the click on the ad which is a phone call. Whereas the ads with Call Extension have two options on whether to visit the website to learn more or call the business.
  • The Call-Only Campaign is only available for mobile phones or calls enabled devices. Whereas Call Extension Ads can be displayed on most of the devices including mobile, tablet and computer.

Difference between call only ads _ call extension

  • For Call-Only Campaign, you can set a bid for calls to your business. Whereas, for Call Extension Ads you can set the bid for clicks to your website. 
  • The calling feature is available on every impression of Call-Only Campaign. Whereas, Call Extensions do not show with every impression of the ad.

Google Call-Only Campaign Best Practices

You might now be ready with your Call-Only Campaign, but there is still more that you need to implement to get the best out of it. Here are some of the best practices that can help your Ad stand out from your competitors.

1. Write The Best Ad Text

The first thing that a searcher notice in your ad is the ad text. You need to create your Call-Only Campaign so that it convinces the searcher and calls your business. 

Make proper use of characters allowed in the ad copy to describe your company’s unique value and urge them to call. 

2. Make the Use Of Display URL

Call-Only Ads are sometimes shown without headlines depending upon mobile devices. Therefore adding a display URL to the ad copy can become more important. Try to incorporate your keyword or call-to-action text to the end of the display URL. Make the proper use of the 35 characters available to develop trust for your business.

3. Use Call-Centric Keywords

Target keywords that engage prospects in your ad and help them to take the decision to call your business. You can also use location-based keywords that can help increase your click-through rates.

Keep in mind that call-only ads do not drive people to your website. Therefore, you need to target call-centric keywords and the audience who want to take quick action without visiting your website.

4. Schedule Call-Only Ads During Business Hours

What is the reason to run Call-Only Campaign when there is no one to answer the call? If you schedule your ads rather then your business hours then you are wasting money on that unanswerable clicks. 

The solution to overcome this issue is to schedule ads during your business hours. Select those business hours when there is a representative to answer the calls.

5. Use Location Targeting

As a local business, you need to target the location that you serve. Provide your local phone number so that people can rest assured that they are calling a local business. 

While creating Call-Only Campaign, you are asked to choose the target location. Therefore, select those specific locations or zip codes where you want to get business.

6. Retarget Unconverted Calls

You can see in your reports that all clicks do not lead to calls. For that reason, you need to enable a retargeting strategy for your Call-Only Campaign. 

Learn More: Google Display Ads Best Practices To Create Effective Campaign

The Bottom Line

Any service provider or a product supplier, who does business over the phone must use Google Ads Call-Only Campaign. Moreover, phone calls produce more valuable leads than form fill ups. 

Get more from your ads by implementing the above best practices into your campaign. Besides that, testing the campaign using different ads can let you know what works best for your business. For that, you regularly need to monitor your campaign and optimize it.

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