b. Call-Only Ads
Call-only ads are a type of Google Ads format designed for mobile devices, prompting users to directly call the advertiser’s business from the search results page. They prominently display the business’s phone number and prioritize phone calls over website visits.
Features
- Prominent Phone Number Display: Call-only ads prominently showcase the business’s phone number, making it easy for users to initiate a call with a single click.
- Scheduling Options: Advertisers can set call-only ads to run during specific business hours or continuously, aligning with their operational schedule.
- Resemblance to Text Ads: Call-only ads resemble traditional text ads but focus on driving phone calls rather than directing users to a website.
Advantages
- Effective Mobile Reach: Call-only ads effectively reach mobile users who are ready to convert by making a direct phone call, capturing immediate leads.
- Direct Communication: They establish a direct line of communication between customers and businesses, facilitating real-time interaction.
- Unique Conversion Path: Call-only ads offer a distinct conversion path compared to traditional text ads, catering to users who prefer immediate phone contact.
Disadvantages
- Limited Tracking Metrics: Call-only ads may limit the ability to track and measure other website engagement metrics beyond phone calls.
- Not Suitable for All Businesses: They may not be suitable for firms unable to handle a high volume of incoming calls or those where website interactions are crucial.
- Call Handling Management: Advertisers must carefully manage call handling and follow-up processes to ensure effective lead management.
Examples include a call-only ad for a tax preparation service encouraging users to “Speak with a Tax Expert” and providing the firm’s phone number.
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