Add Call Extensions in Google Ads

A Call Extension (now officially called a call asset) adds your business phone number directly to your Google Ads, letting searchers call you with one tap on mobile. It appears alongside your ad headline and description, increasing the chances of a direct call without the user needing to visit your website first.

A Call Extension adds a phone number to a standard text or responsive search ad — users can either click the headline to visit your site or tap the number to call. A Call-Only Ad has no clickable headline at all; the only action is calling. Call extensions are more flexible; call-only ads are better when calls are the sole conversion goal.

It depends on your business structure. Account level is the most efficient — the same number applies to all campaigns automatically. Use campaign level if different campaigns have different phone numbers (e.g., separate lines per region or product). Use ad group level only if you need a different number for a very specific set of keywords. More specific levels always override broader ones.

Yes. When setting up a call extension you can define a call schedule — choose specific days of the week and hours of the day during which the phone number will be shown. This is strongly recommended if your team only answers calls during business hours, to avoid showing your number when no one is available.

Yes. A tap on the phone number in a Call Extension is billed as a click — the same as clicking the ad headline. You are charged your standard CPC bid for that ad. To track calls as conversions, you can set up a call conversion action in Google Ads that counts calls over a minimum duration (e.g., 60 seconds) as a conversion.

Not necessarily. Google automatically determines when to show extensions based on factors like ad position, device, and expected performance. Call extensions are most likely to appear when Google predicts they will improve the ad's performance. They typically only show on mobile devices (since desktop users can't tap to call), though desktop call extensions can display a number to dial manually.