What are the best ways to use call-only ads in your search ad campaigns?

1 Choose the right keywords

One of the most important factors for call-only ads is choosing the right keywords that match the intent of your target audience. You want to focus on keywords that indicate a high level of interest, urgency, or need for your offer, such as "buy", "order", "book", "call", "quote", or "near me". Avoid keywords that are too broad, generic, or informational, as they might attract users who are not ready to call or who are looking for something else. You can also use negative keywords to exclude irrelevant or low-quality queries.

2 Optimize your ad copy

Your ad copy is the first thing that users see when they search for your keywords, so you need to make it clear, concise, and compelling. You only have two lines of text to communicate your value proposition, your unique selling point, and your call to action. You should use words that convey urgency, benefits, and trust, such as "limited time offer", "free consultation", "guaranteed results", or "award-winning service". You should also include your business name and location, if relevant, to increase brand awareness and credibility.

3 Track and measure your performance

To make the most of your call-only ads, you need to track and measure how they perform and how they contribute to your e-commerce goals. You can use Google Ads' call reporting feature to see how many calls you receive, how long they last, and what keywords and ads generate them. You can also use Google Analytics to see how your call-only ads affect your website traffic, conversions, and revenue. By analyzing your data, you can identify what works and what doesn't, and optimize your bids, budgets, keywords, and ad copy accordingly.

4 Test and experiment with different options

Another way to improve your call-only ads is to test and experiment with different options and see what resonates with your audience. You can use Google Ads' ad variations feature to create and compare multiple versions of your ad copy with different headlines, descriptions, or extensions. You can also use Google Ads' draft and experiment feature to test different campaign settings, such as bids, targeting, or scheduling. By running experiments, you can measure the impact of your changes and apply the best ones to your campaigns.

5 Use extensions to enhance your ads

Extensions are additional pieces of information that can be added to call-only ads to make them more relevant, useful, and attractive. For example, location extensions can show your address, map, or distance to your business, allowing users to find you or call you from nearby. Callout extensions can emphasize features, benefits, or offers such as free shipping or satisfaction guarantee. Structured snippet extensions can provide a list of categories, products, or services that you offer so users can understand what you can do for them. All of these extensions help make your call-only ads more effective.

6 Segment and target your audience

Finally, you can use call-only ads to segment and target your audience based on different criteria, such as location, device, time, or behavior. You can use Google Ads' location targeting feature to show your ads to users who are in a specific area, region, or country, or who are interested in your location. You can use Google Ads' device targeting feature to show your ads to users who are on mobile devices, or who have a specific operating system or model. You can use Google Ads' ad scheduling feature to show your ads at certain times of the day or days of the week, when you are more likely to receive calls. You can also use Google Ads' audience network feature to show your ads to users who have visited your website, app, or YouTube channel, or who have similar interests, demographics, or behaviors to your customers.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?