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Google Call Ads & Call Assets: How to Get More Phone Calls

Two ways to drive calls from Search — call assets on normal ads, and call-only ads — plus how to track calls as conversions and schedule them to your hours.

VDBy Vikas Disale·6 min read
Quick answer

There are two ways to drive phone calls from Search. Call assets (formerly call extensions) add a tap-to-call number to your normal ads. Call-only ads send the click straight to a phone call instead of your website — ideal when a call is the goal. Use a forwarding number to track calls and count calls over a set length as conversions, and set an ad schedule so you only run when someone can answer.

1Two ways to drive calls

Add a call, or make the call the whole ad

For service and local businesses, a phone call is often worth more than a click. Google gives you two tools: call assets that add a tap-to-call number to your normal ads, and call-only (call) ads that send the click straight to a phone call instead of your website.

Call assetsCall-only ads
Add a phone number to standard search adsThe whole ad is a call — no website visit
User can click through OR callTapping the ad dials your number
Best when the site also convertsBest when a call is the goal
Free tool

Call ads or call assets?

Pick what you want and we’ll point you to the right format.

2Tracking your calls

Count calls as conversions

Calls are only useful if you measure them. Google can use a forwarding number to record call details and count calls over a set length (say 60 seconds) as conversions — so bidding can optimise toward calls, not just clicks.

📞
Set the threshold sensiblyCounting only calls past a minimum duration filters out instant hang-ups and wrong numbers, so your call conversions reflect real enquiries.
3Only run when you can answer

Schedule around your hours

The fastest way to waste call spend is to pay for calls when nobody picks up. Use an ad schedule so call ads (or the call asset) run during your opening hours only. A missed call from a paid click is money burned and a customer lost.

⚠️
Match ads to staffingIf your phone is covered 9–6, don’t run call ads at midnight. Schedule them to your real availability.
Key takeaways
  1. Call assets add a tap-to-call number to your standard search ads.
  2. Call-only ads send the click straight to a phone call, not your website.
  3. Use assets when the site also converts; call-only when a call is the goal.
  4. Track calls with a forwarding number and count longer calls as conversions.
  5. Schedule call ads to your opening hours — a missed paid call is money wasted.
?Frequently asked

Call ad FAQs

What is the difference between call ads and call assets?
Call assets add a tap-to-call number to your normal search ads, so users can click through or call. Call-only ads send the click straight to a phone call, with no website visit.
When should I use call-only ads?
When a phone call is the goal and a website visit isn’t the point, such as for emergency services, bookings or trades where people want to speak to someone now.
How do I track phone calls from Google Ads?
Use a Google forwarding number to record call details, and count calls over a set length, such as 60 seconds, as conversions so bidding can optimise toward calls.
Can I control when my call ads run?
Yes. Use an ad schedule so call ads or the call asset only run during your opening hours, so you never pay for calls no one can answer.
Are call extensions still available?
Yes, they’re now called call assets. They add a phone number to your standard ads and can be scheduled and tracked like other call formats.
Do call ads work on desktop?
Call-only ads are designed for devices that can make calls, so they focus on mobile. Call assets can show across devices, with the number tappable on mobile.
→Keep learning

Related lessons

Ad Assets (Extensions)
read →
Conversion Tracking Basics
read →
VD
Vikas Disale
Author · Digital Marketing

Vikas Disale is a digital marketer with around a decade of hands-on experience running and teaching paid search. He builds practical, example-led Google Ads training for business owners and marketers. More about Vikas →

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