Call Extensions

What are Call Extensions?

Call Extensions – Feature that enables users to display a Google forwarding or business phone number along with their PPC ad.

They let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions show, people can tap or click a button to call your business directly. That means more customer engagement with your ads, and more chances for you to get and track your conversions.

Google Ads may set up automated call extensions when your website has a phone number and your business goals include getting people to call you.

Before you begin

Call extensions are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad, so if you would like to include a phone number, it is best to use a call extension. You can also create call-only campaigns. For more on call-only campaigns, go to About call-only campaigns.


You own a pizzeria in downtown Chicago and add a call extension to your campaign promoting deep-dish pizzas. If a visitor to the windy city searches for “Chicago pizza” on her phone, and one of your ads is triggered, this visitor can click through to your website to read your menu or tap the call button on your ad to get straight to your ordering line.

How it works

Here are the key points:

  • Phone or website: When your call extensions show with your ad, people see your number or— when their device can make calls—a clickable call button. People can also click on your ad to go to your website.
  • Business hours: You can set numbers to show only when your business can take calls.
  • A call is a click: Clicks on your number are the same cost as headline clicks (a standard CPC).
  • Easy conversion tracking: You can count calls as conversions by simply turning on call reporting in your account. Available on the Search Network only, call reporting uses Google forwarding numbers to give you detailed conversion information.

Account levels

You can add them to the account, campaign, or ad group. Call extensions can run on any Search campaign, ad group or ad. Some restrictions apply to the Display Network. If you create them at different levels (account, campaign, or ad group), the most specific will be used. So when you add them to an ad group, those extensions show instead of your campaign- or account-level call extensions. Likewise, campaign-level extensions override account-level extensions.


Call extensions won’t serve with every impression

Like other ad extensions, call extensions don’t show with every ad impression. When the ad auction runs, an algorithm determines whether to show them, and any other extensions to show next to it, based on historical performance and other factors. It is completely normal for call extensions to show for only a subset of total ad impressions. However, you can do bid adjustments to show your call interaction ads more often. Learn more about bid adjustments for interactions.

Display Network specifics

To help expand your reach, call extensions can run on certain types of Display Network campaigns. Here’s what you need to know:

  • Phones only: Display Network shows only on high-end mobile phones (not on desktops, laptops, or tablets).
  • Call reporting: Display Network isn’t compatible with the “call reporting” option or with Google forwarding numbers.
  • Invalid campaigns:  aren’t available for Display Network campaigns that use remarketing or Display Network campaigns with the marketing objective of “Install your mobile app” or “Engage with your mobile app.”

Device preferences

Extensions with a checked box for Mobile are given preference on mobile devices but are still eligible to show on computers and tablets.

Eligible numbers

Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call extensions. Phone numbers will be verified to confirm they represent the business being promoted.

When disclaimers might appear with your call extensions

Call extensions can be used with toll-free, standard, mobile, shared-cost, or non-standard cost numbers. If you use a shared-cost or non-standard cost number with your call extension, your extension will include a disclaimer saying that additional charges may apply. Here’s more information about both types:

  1. Shared cost phone numbers use a billing method where calls to an international phone number are partially paid for by the recipient.
  2. Non-standard cost numbers may not be included in a typical phone plan, so additional charges to your customer may apply.


Is your company in need of help? MV3 Marketing Agency has numerous Marketing experts ready to assist you. Contact MV3 Marketing to jump-start your business.

Refer: Google

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