What Are Call Extensions in Ad Extensions in Search Ads?

In Paid Media Advertising, particularly in search ads, one of the most powerful ways to enhance your ad performance is by using call extensions. But what exactly are call extensions, and how can they improve your search ads strategy?

In this blog, we’ll explore what call extensions are, how they work, and how a Digital Marketing services company can help you implement them to maximize results in your search ad campaigns.

What Are Call Extensions?

Call extensions are a type of ad extension in Google Ads that allow you to display your phone number directly in your search ads. This makes it easier for users to contact your business with a simple click or tap, which is especially useful for businesses that rely on phone calls for conversions, such as local service providers or customer support lines.

For instance, if you own a plumbing business, adding a call extension enables potential customers to click your phone number and call directly from the ad, without needing to visit your website.

How Do Call Extensions Work?

Call extensions work by adding a clickable phone number to your search ad. When users see your ad, they can either click on the link to visit your website or click the phone number to call directly. These extensions are particularly useful for mobile users, who prefer to make quick calls rather than browse websites.

• For Mobile Users: The phone number in the ad becomes a clickable link, which allows users to call with just a tap. This is ideal for users looking for immediate assistance or services.
• For Desktop Users: On desktop, the phone number is displayed in the ad, but users may need to manually dial the number.

Benefits of Call Extensions

1. Increase Engagement: Adding a phone number to your ad makes it easier for users to contact your business directly, which can lead to more phone calls and conversions.
2. Boost Local Business Visibility: Local businesses can benefit greatly from call extensions. If someone searches for a nearby service, having a phone number in the ad makes it easier for them to reach out immediately.
3. Convenience for Users: Call extensions provide a quick and easy way for users to connect with your business, which is especially useful when they need instant answers or services.
4. Trackable Conversions: Call extensions allow you to track phone calls made through your ads as conversions. This helps you measure the effectiveness of your search ads in generating phone leads and refine your strategy over time.
5. Increased Ad Real Estate: By adding call extensions, you’re making your ad more visible with additional information, which helps it stand out more in search results.

How to Set Up Call Extensions in Google Ads

Setting up call extensions is straightforward. Here’s how you can do it:

1. Log into Google Ads: Sign in to your Google Ads account and go to the campaign or ad group you want to add call extensions to.
2. Navigate to Extensions: In the menu, click on “Ads & Extensions” and then choose “Extensions.”
3. Select Call Extensions: Click the plus (+) button and choose “Call Extension” from the list.
4. Enter Your Phone Number: Add the phone number you want to display in your ad. You can also set schedules to show the phone number during specific hours.
5. Save and Monitor: Save the extension, and it will appear on your eligible search ads. You can monitor call performance in your Google Ads reports.

Best Practices for Using Call Extensions

1. Use Local Numbers: If you’re a local business, use a phone number with the same area code as your target audience. This increases trust and encourages users to call.
2. Optimize for Mobile: Mobile users are more likely to call directly from your ad, so ensure your phone number is easy to find and tap on smaller screens.
3. Track Calls as Conversions: Set up conversion tracking in Google Ads to measure how many calls your ads are generating. This will help you assess the success of your campaigns.
4. Consider Hours of Operation: Use scheduling to display your phone number only when your business is open. This avoids missing calls outside of business hours and helps you manage incoming inquiries.
5. Test and Refine: Continuously monitor your campaigns to see how call extensions are performing. Experiment with different strategies to optimize your results.

Why Work with a Paid Media Advertising Company?

Setting up call extensions can significantly improve the performance of your search ads, but managing your campaigns effectively requires expertise. A Paid Media Advertising Company can help you set up, optimize, and monitor call extensions to ensure you’re getting the best results. Here’s why partnering with professionals is beneficial:

• Optimize Campaigns: A paid media advertising company can optimize your ads to ensure you’re using call extensions effectively.
• Track Performance: They can help set up tracking to monitor the performance of your call extensions and refine your strategy based on the data.
• Ensure Mobile Optimization: Professionals can ensure your call extensions are optimized for mobile, where most calls are made.
• Maximize ROI: With their experience, a paid media advertising company can help you adjust bidding strategies to maximize ROI from your call extensions.

Conclusion

Call extensions in Google Ads are a powerful tool for businesses looking to drive phone leads directly from their search ads. They make it easier for potential customers to contact your business, especially for local and service-based industries that rely on phone calls for conversions.

By adding call extensions to your search ads, you enhance user engagement, boost visibility, and improve conversion tracking. Working with a DigitalMarketing Services company can help you optimize your call extensions for better performance, ensuring your Paid Media Advertising strategy is aligned with your business goals and generating quality leads.