AdWords’ call-only ads are designed to encourage people to call your business. These ads appear on devices that can make phone calls. Clicks on these ads send potential customers to call you from their smartphones.

Search Engine Land columnist Allen Finn has shared useful tips to help marketers capture leads with call-only ad extensions.

Finn says, “We’ve all got gremlins just like that one lurking deep within our AdWords accounts.

They exist because call-only ads rob us of precious, keyword- and CTA-stuffed description lines, leaving only the oft-unread wasteland more commonly referred to as the description. Load that sucker with buzzwords and dollar signs, and a few desperate souls are bound to be enticed, right?

Eh.

Personally, I’d rather attract all the woebegone searchers. To do that, you’re going to need to do two things:

  • Treat call-only ads as occasions for actual copywriting.
  • Leverage ad group-specific ad extensions written exclusively for your call-only ads.

These action items are not mutually exclusive. In fact, they’re wholly dependent on one another. Symbiotic, you could say”.

How to capture urgent leads with call-only ad extensions

Search Engine Land

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