You might have noticed something’s been going on recently with call only ads in Google Ads. Over the past year there have been a lot of changes to the call only ads in Google Ads. The way the URL was displayed in the ads changed, it also became possible to run call only ads without a display URL. Additionally, where the business name showed up in the ad changed, and the headline feature was also added.
And now, you can add a “visit website” link to call only ads, and in fact, the name “call only ads” doesn’t seem to be the name anymore, instead, it looks like these call-focused ads in Google Ads are going to be called “call ads.”
So “call only ads” are out, and “call ads” are in.
The only thing I can see that’s different so far about the call ads versus the old call only ads, is that with the call ads there is a click to the website feature.
Check out the three URL aspects of a call ad:
The verification URL has been a call only option for a while, and the display path has been as well. What’s new is the final URL feature.
When there is no final URL entered, the ad preview looks like this:
But when there is a final URL entered, the ad preview looks like this:
You see that “visit website” button? That is the new feature.
Will I use this visit website feature? It’s going to depend on my clients’ goals. If a client wants strictly calls from his call ads, then I’m not going to enter a final URL and we won’t use the visit website feature. But if a client is open to getting website traffic from some of his call ads clicks, then we’ll include a final URL, get the visit website feature to show, and track how that traffic performs on his website with lead form tracking and website call tracking.
One thing to keep in mind is that a search user who clicks the visit website button on a call ad is at least potentially interested in a phone call since the call ad with the prominent phone number attracted their attention in the first place. And also keep in mind that these users will be on mobile devices. So I would have the mobile version of your website or landing page optimized for both phone calls (make the phone calls easy and make the phone call call to actions prominent) and easy lead forms. The more complex your lead form is, the less conversions you’ll get, and this rule especially holds true on mobile.
Beyond having the visit website option available to try if it’s a good fit for the advertiser, not much has changed. It’s still a click to call ad (primarily at least), the users are still on mobile, and all the fundamentals about search engine marketing still apply (great search terms, profitable cost per lead, a cost per click that gets you that cost per lead, etc.).
Google is always changing and evolving and the old “call only” ads are no exception. Now they are called “call ads,” and they include an option to provide the search user with a clickable link that goes to your website. As always, I’ll roll with the changes, figure out how to most use them to my advantage, and continue to get my clients the most leads possibles for their budgets.