How To Create Call Extensions That Generate Calls -Tips, Examples, FAQ

call extensions

Google Ads Call extensions are an incredibly effective extension for businesses, particularly those that rely on phone calls as a key part of their sales process. They allow you to add a phone number to your ad, making it easy for potential customers to call your business directly.

What are Call Extensions?

Call extensions provide a direct line of communication between businesses and potential customers by displaying a phone number alongside their online ads. When users run into an ad with a call extension, they can initiate a call with a simple tap, either from their mobile devices or desktop computers. This seamless integration enhances user experience and encourages immediate interaction, ultimately driving higher engagement rates.

Google Ads Update on Call Extensions

Google makes it easier for desktop users to call a business by only scanning a QR code.

Why use Call Extensions: 5 key Benefits

  1. Enhanced User Experience: Incorporating call extensions provides a user-centric experience, enabling potential customers to initiate direct conversations with your business effortlessly. This personalized interaction allows businesses to address inquiries, provide real-time information, and offer tailored solutions, fostering a positive customer experience.
  2. Increased Click-Through Rates (CTR): Call extensions may increase your CTRs compared to your ads without. The option to make an immediate call resonates with users seeking instant solutions, and make your ad richer and easier to strand out.
  3. Heightened Credibility: Displaying a contact number lends credibility to your business. It signals authenticity and accessibility, fostering trust among your target audience.
  4. Precise Attribution: Call extensions facilitate accurate tracking of calls generated by specific ads or campaigns, enabling you to attribute conversions more precisely. Businesses can gain insights into the effectiveness of their campaigns, enabling them to refine their strategies and allocate resources more effectively.
  5. Local Advertisements: For brick-and-mortar businesses, call extensions are invaluable for attracting local customers. Potential patrons can easily reach out to inquire about store hours, availability, make reservations or book appoinments.

How to Set Up Call Extensions

Google Ads

  • Log in to your Google Ads account.
  • Click the Assets drop down in the section menu.
  • Click on “Assets”
  • You’ll now be able to view a table with all your assets. Select Associations from the “Table view” drop-down menu.
  • Select Calls from the list above the table toolbar.
  • Click on the “+” symbol and you will redirect to the setting up page.
  • Make sure to schedule your call extensions

Bing Ads

  • Log in to your Bing Ads account.
  • Select Call Extensions under Ads and extensions from the type list in the left pane.
  • In the Edit the selected Call Extension pane, select the Country Region.
  • Enter your Phone number.
  • elect where you want to Show my Call Extension and select if you want to show a local or toll-free number.
  • Select how you want to Show these links.

Call Extensions vs Call-Only Campaigns

Understanding the distinction between Call Extensions and Call-Only Campaigns is essential for making informed decisions about your advertising strategy.

Call Extensions

Call Extensions allow you to include a clickable phone number within your regular text ads. When users click on the phone number, they can directly call your business. This extension type is effective for driving both online and offline conversions, making it a versatile option for various business models.A call extension, appears like this (we will examine more examples below):

Call Extension Example - Dentist

Call-Only Campaigns

On the other hand, Call-Only Campaigns are specifically designed to encourage phone calls. These campaigns display a headline, a brief description, and your business phone number. When users click on the ad, it prompts them to initiate a call, streamlining the conversion process for businesses that prioritize phone inquiries. A call-only campaign, appears like this:

Call-only Campaign Example

Best Practices for an effective call extension

  1. Use a local phone number: Customers are more likely to call a local number, as they may perceive it as more trustworthy and cost-effective. Local phone numbers establish a sense of legitimacy, trust and credibility assuring potential customers that they are dealing with a local business that understands their needs and concerns. The also, resonate better with regional audiences and create an immediate connection, making customers more comfortable reaching out.
  2. Schedule your call extensions: Make sure your campaigns having call extensions are only showing when someone is available to answer the phone. Timing plays a crucial role in maximizing call conversions. Analyze when your target audience is most active and schedule your ads to align with these peak times. This strategic approach can lead to higher response rates. Also, if your business is available 24/7 it’s important to highlight that in your ad.
  3. Compelling Ad Copy: Crafting persuasive ad copy that highlights the benefits of immediate interaction can significantly impact conversion rates. Incorporate a strong call-to-action that encourages users to make the call and experience the value your business provides. For instance, a mobile repair service can strategically position their call extension right next to a headline like, “Cracked Screen Woes? Call Us for Quick Fixes!”
  4. Include a Call-to-Action (CTA) to your ad copy: A strong CTA prompts action and leaves no room for indecision. Crafting a compelling CTA like “Call Now for Expert Advice” triggers a sense of urgency and assures users they’ll receive valuable insights by making that call. This psychological trigger encourages users to take the desired action without hesitation.
  5. Use call tracking: This allows you to see which ads are driving the most calls, helping you to optimize your campaigns. Keep in mind that the campaigns designed to generate phone calls require a different handling compared to those aimed at driving traffic. Deep dive to Nimbata reports to see which calls resulted in conversions and revenue, set up your call conversions to send back to Google Ads the actual sales amount so that you can calculate accurately your Return on ad spend (ROAS). Once you have all this info, you can make your campaigns better by focusing on what’s working and getting rid of what’s not. This gives your ads more room to succeed.
  6. Call Routing and Handling: The effectiveness of call extensions doesn’t end with the click; it extends to how calls are routed and handled. Each call is a valuable opportunity to convert a lead into a customer, and the way calls are managed can influence the outcome. Efficient call routing and handling are is key to make the conversion happen. Ensure that calls are directed to expert representatives who can address inquiries effectively, leading to higher customer satisfaction and conversions.
  7. A/B Testing: Continuously experiment with different variations of call extensions to determine which ones yield the best results. Test various text, layouts, and placements to optimize convertibility. For example, a fitness center wants to optimize their call extension for better results. They create two versions: one saying “Call for Exclusive Gym Membership” and the other saying “Dial Now for Limited-Time Gym Access.” Through A/B testing, they discover that the second version resonates better with users, driving higher call rates. Regular A/B testing helps fine-tune your call extension to perfection.

3 Interesting Call Extensions Examples

Call Extension Example

✅ The Ad Copy encourages People to pick up heir phone
✅ Testimonial
✅ Location is visible

Call Extension Example 2

Dynamic Search Ad is great to boost relevance in this case

Google Call Extension example

✅ Image Extensions can help your ad to stand out!

All the above Call extension Examples are great but they are missing a couple of things:

  1. Urgency: To ensure high call conversion rates, it’s crucial to highlight your availability. When I have a leaky faucet, I want to fix it quickly or know that I can call and find an expert ready to guide me and set up an appointment. For example, they could add “24/7 Open”, “24/7 Plumbing Services”, “Contact our Experts Now”, “Plumbing Emergency Service”, “Same Day Services”.
  2. Location Extension: Using Location Extensions into your ads serves to provide valuable location details, potentially enticing individuals to reach out via phone. Proximity plays a significant role; the closer you are to me, the higher the likelihood of a swift response. When potential customers perceive your accessibility, it instills a sense of reliability and convenience, ultimately fostering a stronger connection and engagement with your services.
  3. Sitelinks: Use sitelinks to provide additional information that your potential customers might find useful e.g. “Contact Us”, “Locations”, “Reviews”, “[Industry] Services” e.g. “Plumbing Services” or “Attorney Services”, “Online Offers”
Pro Tip!

The goal of using Call Extensions is to persuade your potential customers to call you before clicking to your ad. With that being said, keep in mind that the richer your ad is in terms of information given, the more likely is for your potential customers to call you. Also, don’t forget that you are not alone out there, you are competing with others, so the first impression really matter.

Below we have 2 ads triggered by the same keyword “free immigration lawyer new york” – who would you call? 🤙
Call extension Lawyer Example


Call extensions represent a dynamic and impactful approach to bridging the gap between online marketing and real-world interactions. By seamlessly integrating clickable phone numbers into your ads, you empower your audience to take immediate action and engage with your business on a personal level. From boosting click-through rates and enhancing user experience to providing measurable ROI and conversion tracking, call extensions offer a wealth of benefits that can drive growth and success.

As you are experimenting with call extensions, remember that the key to success lies in using local phone numbers to as your potential customers may perceive it as more trustworthy and cost-effective, planning, persuasive messaging, and seamless execution. By following the strategies outlined in this article and continuously refining your approach based on data-driven insights, you can unlock the full potential of call extensions and pave the way for increased conversions and customer satisfaction.