Google Rolls Out New Look For Call-Only Ads: Just The Facts

October 4, 2019 Sarah Cavill

Recently, Google made a few tweaks to the layout of call-only ad units. Early numbers from Google advertisers have been promising. According to Google’s blog post on the change, “On average, advertisers with the new call-only ads design have seen a 14% increase in phone calls, a 16% increase in call conversions and better cost efficiencies with an 8% decrease in overall paid clicks. The new look helps call-only ads stand out from other text ads, reducing accidental clicks from users who didn’t intend to make a call.”

What Do The Changes To Google’s Call-Only Ads Look Like?

Though slight, the changes include a more prominent phone icon, making the intention of the ad more clear. The advertiser’s name and call to action (ex. call now for a free quote) are now listed directly below the number, creating a more coordinated look than the previous version of the call-only ad unit.

Why Are Call-Only Ads Important?

A call made by a consumer to an advertiser can be more valuable and have a higher conversion rate than an inbound data lead, from in inquiry form or something similar, for a number of reasons, including:

  • Call-only ads offer a 100% contact rate.
  • Consumers are often further along in the sales funnel by the time they decide to finally pick up the phone, and they are calling at a time when they are willing and able to talk.
  • Call-only ads are specifically designed for mobile. For advertisers who don’t have mobile-optimized websites or landing pages, call-only ads can help avoid the friction and frustration of a possibly clunky website, because consumers are connected directly with the sales team.

Are You Looking For Ways To Drive InBound Calls? 

Contact DMS

For recent Google changes, updates and industry news visit our Google for Digital Marketers news page.

About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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