New in AdWords: Call-only Ads Make Mobile Marketers Happy

As Search Engine Land has reported and Google has now officially confirmed, there is a new ad format in AdWords. These so-called “Call-only” ads allow standard text ads to be displayed with phone numbers. Google is not only making its mobile-friendly marketers happy: according to a Google study, 70% of mobile surfers call companies directly from search results.

Call-Only Ad

The rules for this new format correspond to those for normal text ads. Creating these ads is simple. They consist of the following five components:

  1. Company Name: “Call: Company Name” (25 characters)
  2. Telephone Number: “Call: (089) 1234567”
  3. Text Line 1 (35 chars.)
  4. Text Line 2 (35 chars.)
  5. Display URL: “” (35 chars.)
Setup_Call-Only Ad

This ad format is specially designed for smartphone users. Costs are still per click, which does not automatically mean that a call will be placed. As a bidding strategy, Google recommends CPA- or ROAS-based optimization.

Those who have worked with Call Extensions in the past will enjoy this new format.


Maximilian Hainlein

I'm working for crealytics as Social Media and Marketing Manager since 2011. My motto: "It's better to be the needle than the haystack."