Call ads

What are Call Ads?

Call Ads are Google Ads designed to get people to call your business.

They only appear on devices that can make phone calls, such as mobile phones.
Instead of sending users to a website first, Call Ads focus on direct contact.

When someone taps the Call button, their phone immediately starts a call to your business.

When are Call Ads useful?

Call Ads work best when:

  • Phone calls are an important conversion for your business
  • Customers often want quick answers
  • Your business handles leads by phone

Common examples:

  • Local services
  • Emergency services
  • Sales teams
  • Appointment-based businesses

How a Call Ad works

  1. Your Call Ad enters the Google Ads auction
  2. The ad is shown on the Search Network
  3. A user taps the Call button
  4. The phone dialer opens with your number filled in
  5. The user taps again to place the call

That’s it — no extra steps.

What information is included in a Call Ad?

When creating a Call Ad, you can add:

  • Business name
  • Phone number
  • Up to two headlines (optional, but recommended)
  • Up to two description lines
  • Display path (optional)
  • Final URL (optional, but recommended)
  • Verification URL (required for verification, not shown in the ad)

Because Call Ads appear on mobile devices, Google may shorten or hide some elements to fit the screen.

Phone numbers and verification

Your Call Ad must use a verified phone number.

  • You can use the same phone number as in your call assets
  • Google checks the number using the Verification URL
  • The Verification URL must show your business phone number clearly

The Verification URL is not visible to users.

What happens when you add a Final URL?

  • If you add a Final URL:
    • Clicking the headline or description opens your website
    • Clicking the Call button starts a phone call
  • If you do not add a Final URL:
    • The ad focuses only on calling
    • There is no clickable headline

Adding a Final URL is recommended, but not required.

Assets in Call Ads

Call Ads can also show extra assets, such as:

  • Callout assets
  • Structured snippet assets

These help provide more context and improve ad visibility.

Key limits (simple overview)

  • Headlines: up to 30 characters
  • Business name: up to 25 characters
  • Description lines: up to 90 characters
  • Phone number: no character limit

Google may adjust what is shown depending on screen size.

Best practices for Call Ads

  • Use clear call-focused text (for example: “Call now”, “Speak to an expert”)
  • Schedule ads only during business hours
  • Make sure calls are answered quickly
  • Track calls as conversions in Google Ads