We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

Arnold Ma

Google AdWords Ad Extensions – Part 4 of 4 – Call Extensions

6th Sep 2011 Paid Search, Google AdWords, Paid Search, SEO 3 minutes to read

PhoneI have already gone through the top three AdWords Ad Extensions in the past weeks – initially planned as a three part series. As I concluded the last post on Product Extensions, I felt it would be a shame to miss out on Call Extensions, especially with the growing market for mobile search.

I hope this fourth (bonus) part of my  AdWords Ad Extension series can be of use!

Call Extension is an AdWords ad extension that enables you to add your business’ phone number to the bottom of your ad copy. At the moment call extension only works on high-end mobile devices such as Apple iPhones or Android smart phones.

The whole Call Extensions feature revolves around the “click-to-call” feature. This means searchers who see your ads on Google can simply click on the phone number to call you directly, instead of remembering the number and dialling manually. This not only gives your ad more visibility, authority, but most importantly, makes it easier for potential customers to contact you.

Two ways of implementing click-to-call feature

The click to call feature can be implemented in two different ways. You can use Location Extensions to add your phone number, it will display as a click-to-call link when the Location Extension is triggered, i.e. if they are currently close to your business location or is searching with a location keyword (e.g. solicitors in London). The Other way of enabling click-to-call, regardless of the searcher’s location, is to add your phone number in call extensions. I will be going through both methods below.

One advantage of having two different methods is Location Extension and Call Extension can work together, enabling you to show a unique number to searchers around your business with Location Extension, and another number for all other searchers with Call Extension.

Setting up Click-to-call with Location Extensions – searchers around your business

  • Setup Location Extensions with your campaign (See my other post on “AdWords Ad Extensions – Location Extensions” for a detailed step by step guide).

  • Select the campaign to wish to add click-to-call, make sure you include your phone number when entering your location information.

  • Go to settings tab of the same campaign and opt-in to show your ad on mobile devices – it is highly advised you create a separate campaign for mobile advertising only.

Setting up click-to-call with Call Extensions – searchers in any location

  • Login to your AdWords account, click on the “Ad Extensions” tab, if it is not visible you will need to enable it in the drop menu.

  • Select “View: Call Extensions” from the menu below the main tabs and click on the “New Extension” button.

  • Select the campaign you wish to add Call Extension to, select your Country and enter your business’ phone number. “Call-only” format means only your phone number will be clickable, stopping people from clicking through to your website.

  • Again, it is highly recommended you create a separate campaign for mobiles only – click-to-call only works on mobile devices. To do this, go to the settings tab of a campaign and change devices to “mobile devices with full browsers”.

That’s it, this is really is the very last post in this unique four part trilogy! As always, please feel free to comment below with any questions. Check out other posts of Google AdWords ad extensions series below:


Image Source

Old Phone via BigStock

Share this post

Free Whitepaper AdWords PPC Beginner’s Guide

1 Comment

What do you think?

  • aspect-ratio google-adwords-analytics-attribution
    Conor Maurice

    Attribution 101: Google Analytics and AdWords

    In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.


    Conor Maurice
    26th Mar 2018
  • aspect-ratio bing-logo-woodsign
    Liam Huckins

    Why Bing is a Valuable Paid Media Platform

    For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored.  Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.


    Liam Huckins
    8th Mar 2018
    Paid Search

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?