adwords call extensions
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Google AdWords

AdWords Call Extensions: Setup & Best Practice Guide

If your business is the type that lives and breaths phone calls—shoutout to Santarpio’s Pizza in East Boston—enabling Call Extensions in your Google AdWords campaigns should be a no brainer. AdWords Call Extensions allow advertisers to show their phone number within their ads, making it easy for customers to call and place an order, check office hours, etc. (from the AdWords Glossary

Your number will be displayed in one of two ways depending on if your ad appears on desktop or mobile. Desktop users will see your actual phone number. Folks on mobile devices will see an awesome little ‘Call’ button. When a customer clicks the ‘Call’ button, your phone will ring and you will be charged the equivalent of someone clicking on your ad text.

call extensions
In short, call extensions don’t cost more than a plain search ad AND they can bring FREE CONVERSIONS on desktop if a user sees your number and dials it.

*Note: if you do not have a Google Forwarding number, we highly recommend you acquire one and set up call conversion tracking.

How to set up a call extension in AdWords:

  1. Select the Campaign you want to add  to (you can also add Call Extensions at the ad group level)
  2. Click the Ad Extensions  tab
  3. Click the View:  dropdown menu & selectCall extensions
  4. Click the   EXTENSION  button
  5. Click   New Phone Number under the white box
  6. Follow the instructions to add your phone number
  7. If you only want to advertise your phone number during office hours, you will want to set up an Ad Schedule Bid Adjustment under Advanced and then ‘Create Custom Schedule’
  8. Click   Save  
  9. Your phone number should appear to the right of the white box (this is how you know it is selected as a Call Extension).
  10. Click   Save  one final time

We recommend enabling Google’s free call forwarding feature so that you are better able to track the performance of your call extensions.

Marketer's Guide to Google AdWords
Looking for more? Check out our complete guide to Adwords Ad Extensions.

About the Author

Dan Pratt is the co-founder and COO of AdHawk (Techstars ‘15). Prior to founding AdHawk, he worked on the Accelerated Growth team at Google, helping startups assess, refine and grow their digital advertising. He’s an expert in all forms of paid advertising and has been honing his marketing and sales skills since selling homemade pizza from his desk in third grade.