A call extension in Google Ads is a feature that allows advertisers to include their phone number alongside their ad text. This enables potential customers to easily contact the business directly by phone with just a click or tap.

Call extensions are particularly useful for businesses that rely on phone inquiries or consultations, such as service providers or local businesses for example:

• Plumbers
• Doctors' Offices
• Law Firms
• Real Estate Agencies
• Hotels and Resorts
• Auto Dealerships
• Restaurants
• Tutoring Centres
• Gyms and Fitness Centres
• Wedding Planners

They enhance ad visibility and accessibility, as users can directly call the business without needing to visit the website first. Advertisers can track the performance of call extensions, including the number of calls generated and their duration, providing valuable insights into the effectiveness of their ad campaigns in driving phone-based conversions and interactions.

Within your campaign you’ll be able to see callouts inside your ads. If you click on “More asset types” and scroll down you’ll see the Calls extension.

To find callouts in your Google ads campaign, just head into your campaign, go into your ad groups then clicks on your ads within your ads if you scroll down you'll be able to find your callout extension.

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You might be wondering how Google Ads actually determines if a call is successful when there's no real way to attribute if someone clicked the call button, made the call, or rather just typed in the phone number manually on their phone. And you're right to be questioning this. At a surface level, though, assuming you have just kept it simple and added a phone number to the extension, Google will only monitor the clicks on that call extension, regardless of whether the call actually went through or not.

Now, there are steps to more accurately track calls from Google Ads, but I won’t go into detail about them here. These include:

• Call forwarding numbers
• Offline call tracking solutions
• Website call conversions

If you’d like our Google ads experts to help setup or optimise your existing campaigns feel free to reach out. We offer both Google ads setup services and Google ads management services.