Phone calls convert at significantly higher rates than standard website form fills. For service-based businesses, emergency contractors, and local companies, direct calls represent high-intent leads ready to buy immediately.

Adding call extensions helps you:

• Increase Click-Through Rates (CTR): Ads with extensions occupy more screen real estate on search engine results pages.
• Reduce Friction: Mobile users can contact your sales team in one tap rather than navigating a mobile site.
• Lower Cost Per Acquisition (CPA): Inbound calls frequently close faster and require fewer touchpoints than multi-step lead funnels.

A 24/7 plumbing company in Chicago bids on the keyword “emergency pipe repair near me”. When a homeowner searches on their smartphone at 2 AM, the search ad appears with a prominent “Call” button. The homeowner taps the button, connects directly to the on-call dispatcher, and schedules emergency service in under two minutes—bypassing the website entirely.

• Running Ads When Closed: Displaying call buttons when no one is available to answer the phone wastes budget and leads.
• Ignoring Call Conversion Thresholds: Counting 5-second wrong numbers as conversions skews your optimization data.
• Missing Call Whisper or Tracking: Failing to use call tracking numbers prevents your sales team from knowing which ad generated the lead.
• Using Non-Local Numbers: Using toll-free numbers for strictly local services can reduce user trust and call-through rates.

What is the difference between call extensions and call-only ads?

Call extensions appear as an add-on to standard text ads, giving users the choice to either click through to your website or tap the phone number. Call-only ads (now Call Ads) only allow users to place a phone call; clicking anywhere on the ad initiates a phone call rather than directing the user to a landing page.

How much does a call extension click cost?

A click on a call extension costs the same standard Cost Per Click (CPC) as a regular headline click on that specific ad. You are charged when a user taps the call button, regardless of whether the call connects or how long it lasts.

Can I show my call extension only during business hours?

Yes. In Google Ads, you can apply custom ad scheduling to your call assets so your phone number only displays when your team is available to answer incoming calls.

Do call extensions show on desktop computers?

Yes. On desktop computers, your phone number appears as plain text next to or beneath your ad copy. Users can read the number and dial it manually from their phones.