A click-to-call Google Ads campaign is an advertising format that allows a potential customer to call a business directly from a Google Search ad or Google Maps result, skipping the need for a landing page, and connects the prospect to a real conversation faster than traditional ads.
Imagine that you are searching on a phone for an urgent home repair or a nearby medical clinic. Instead of reading pages of text, you can tap a call button and speak to the right person immediately. This shift towards instant phone calls has become standard for many industries where speed and convenience are critical.
Many service-based companies rely on calls more than clicks because a phone call often means a higher chance of booking an appointment or closing a sale. However, running a click-to-call Google Ads campaign without proper tracking can waste ad budget if calls are missed or reach the wrong person.
AvidTrak prevents wasted ad spend and missed opportunities by providing a complete and affordable call tracking system, which includes tools such as dynamic number insertion, call recording, AI-powered transcription, and transparent call reporting. With AvidTrak, businesses see exactly which ads generate qualified phone call leads, and the platform routes each call to the appropriate department or staff member.
The following guide explains what Google’s latest update means for a click-to-call ad campaign, what businesses should watch for, and how AvidTrak helps turn each phone call into a valuable lead.
Summary
- Click-to-call Google Ads help customers to directly call businesses from search results or Maps, facilitating instant communication.
- The 2025 update introduces blended call-only and responsive search ad formats, AI-based targeting, and expanded call reporting features.
- Local and service-based companies benefit the most because mobile-originated calls convert at higher rates than web forms.
- Proper call tracking, including dynamic number insertion and call attribution, is critical to measuring campaign success accurately and optimizing spend.
- Setting up campaigns with clear goals, including defining call conversions and scheduling ads during business hours, improves lead quality.
- Monitoring key metrics such as call duration, conversion rate, missed calls, and cost per lead helps refine campaign performance.
- Privacy changes increase reliance on direct call data, making call-based marketing vital for reliable first-party customer insights.
- AvidTrak stands out with competitive pricing, dependable product support, and proven experience in complex call tracking. AvidTrak provides accurate tracking numbers, dynamic number insertion, AI-powered transcription, source-based attribution, CRM integration, and flexible call routing. These tools help businesses handle every click-to-call Google Ads campaign with clear data, more qualified phone call leads, and reliable returns from every conversation.
What Are Google Click-to-Call Ads?
Google’s click-to-call ads allow searchers to reach a business by calling directly from a search result or a Google Maps listing. Tapping the ad connects the caller to a live agent without requiring a visit to a website or form submission.
These ads are designed for mobile search intent. When someone looks for a quick solution using a smartphone, placing a phone call often feels faster than waiting for an email response. Click-to-call ads help businesses manage instant phone calls triggered directly from search results, capturing users who prefer to speak with someone right away.
Google provides two ways to include calls within ads:
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Call extensions
A call extension adds a phone icon to a standard text ad. The ad keeps the website link active and displays a business phone number, allowing potential customers to choose between visiting the site or placing a call. Using call extensions helps businesses reach online visitors and phone callers within the same ad group.
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Call-only ads
A call-only ad is designed specifically for phone calls. The ad format displays the business telephone number in the headline and initiates a call whenever users tap it, making it especially effective for businesses that rely on phone conversations to answer questions or secure bookings. Industries such as healthcare, legal services, and home repairs often use call-only ads to handle time-sensitive requests.
Companies that run click-to-call ads depend on accurate call data to manage budgets and confirm leads.
AvidTrak provides unique tracking numbers for each ad or keyword, records and analyzes calls, and links every conversation back to the exact campaign and search term that generated it.
What’s New in Google’s Latest Click-to-Call Campaign Update (2025)
Google’s 2025 update to click-to-call ads adds new options for businesses that rely on customer calls. The update focuses on giving advertisers more control, better reporting, and smoother connections between ads and call results.
Key improvements include:
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Updated ad formats
Advertisers can now align call-only ads with responsive search-ad assets more easily, making it simpler to match ad text and phone options to mobile searches.
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AI-based targeting
Google’s AI analyzes search patterns and call history to display call ads at times when potential customers are most likely to place a call during business hours.
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Expanded call reporting
Google Ads now shows more detailed call metrics, including call duration, source details through the Google forwarding number, and full summaries in the call details report.
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Improved tracking connections
Integration with trusted call tracking software has improved, making linking calls to specific ad groups easier and measuring the cost for each call lead. AvidTrak supports these updates by providing clear data about each call and practical reports that help teams manage calls, quality, and results.
AvidTrak enhances Google’s standard call reporting by providing detailed call recordings, AI-powered transcriptions, caller-ID data, and exact keyword-level tracking, helping businesses verify call quality, calculate cost per qualified lead, and connect each phone conversation to actual sales revenue.
Why Click-to-Call Ads Matter for Local and Service-Based Businesses
A click-to-call Google Ad campaign is highly effective for companies that depend on live conversations to secure new business. Many people searching on a mobile device prefer to speak with someone immediately rather than submit an online form and wait for a reply.
According to LogMyCalls research, phone calls from mobile ads convert at an average rate of 35%, significantly higher than typical web-based leads. Higher conversion rate reflects that customers who choose to call are often ready to purchase or schedule a service immediately.
Local service providers such as HVAC teams, plumbing companies, legal firms, medical offices, and repair specialists frequently see calls turn into appointments immediately.
Phone calls typically convert faster than form fills because a live conversation builds trust and allows customers to make decisions fast. Running call-focused ads helps businesses connect with high-intent prospects ready to discuss pricing, availability, or booking details without delay.
A dependable call tracking system, like AvidTrak, gives local and service-based businesses clear proof of which ads produce real phone call leads, better control over call volume, and the information needed to keep advertising costs in line with actual results.
How Click-to-Call Ads Compare to Traditional Search Ads
A click-to-call Ad is different from a standard search ad because the main goal is to connect customers by phone instead of sending them to a website. This format works well for companies that secure sales, bookings, or consultations through live conversations rather than online forms or checkouts.
The table below highlights the key differences between the two:
| Feature | Click-to-Call Ads | Traditional Search Ads |
| Primary Action | Phone call | Website click |
| Conversion Goal | Leads generated by calls | Online form submission or checkout |
| Ideal For | Service providers such as HVAC, healthcare, or legal firms | E-commerce, SaaS, or businesses focused on website traffic |
| Attribution Needs | Call tracking system, like AvidTrak | Google Ads conversion tracking with GA4 |
Running a click-to-call ad campaign without accurate call tracking makes it harder to identify which ad groups and keywords deliver real value. AvidTrak connects each phone call to its source and measures key call metrics such as call duration and quality. Reliable data helps companies manage call volume, control cost per lead, and improve the overall conversion rate for call-focused campaigns.
Setting Up a Click-to-Call Campaign in Google Ads
Building a click-to-call Google Ads campaign requires key settings to ensure each phone call lead is counted correctly and linked to the proper budget. A clear setup also helps teams see which ads drive real calls and effectively manage the overall call volume. Use these steps below as a practical guide:
STEP 1: Select “Leads” as the campaign goal
Setting the goal to “Leads” tells Google to prioritize customer calls and inquiries.
STEP 2: Choose “Search” as the campaign type
Click-to-Call ads perform best in search results where people actively seek immediate answers.
STEP 3: Add a call extension
Include a call extension so the ad displays a call button alongside standard text.
STEP 4: Create call-only ads for mobile
Use call-only ads to reach mobile users who prefer to speak immediately. These ads show the business phone number in the headline.
STEP 5: Define a phone call conversion action
In Google Ads, mark phone calls as a conversion to measure performance and track your conversion rate accurately.
STEP 6: Connect a call tracking solution
Use a trusted call tracking system, like AvidTrak, to link calls to specific ad groups, keywords, and cost data. Advanced tracking tools show important call metrics such as call duration and help manage call quality.
A precise setup ensures every click and call is counted and attributed, and is easy to report for budgeting and campaign reviews.
Measuring Success: Key Metrics to Track in Call-Focused Campaigns
Running a call-focused ad campaign is only effective if every phone call lead is measured and appropriately reviewed. Tracking the right numbers helps a business understand the value of each call and adjust budgets for better results.
Essential KPIs for call-focused campaigns include:
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Call duration
Longer call times often indicate that the caller is genuinely interested in the service or product. Very short calls usually mean the caller dialed by mistake or did not reach the right person.
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Call conversion rate
The call conversion rate measures how many calls result in booked appointments or closed sales. A higher conversion rate shows that ads reach qualified prospects ready to buy.
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Missed vs. answered calls
Keeping track of missed and answered calls helps identify gaps in how staff handle incoming call volume. Many missed calls can lead to wasted ad spend and lost leads if not addressed promptly.
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Call quality score
Evaluating the content and outcome of each conversation helps determine whether calls meet company standards for service and accuracy. Calls with higher quality scores are more likely to convert and satisfy customers.
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Cost per phone lead (CPL)
CPL shows the average amount spent to generate each qualified phone call lead. Monitoring CPL helps businesses stay within budget and ensures ad spending aligns with profitable results.
Google Ads offers basic call reports, but many businesses need deeper call data to manage campaigns well. A dedicated call tracking system, like AvidTrak, links each call to the right ad group, keyword, and call asset, helping teams check call duration, track conversion rates, and maintain strong call quality while keeping costs in line.
Best Practices for High-Converting Click-to-Call Ads
A strong click-to-call ad campaign should do more than just generate calls; it should bring in the right calls at the right time.
Following these proven practices can help businesses get better results and higher conversion rates from each phone call lead:
Tip #1. Use local phone numbers
A local area code phone number builds trust. It makes customers more likely to call, especially for services such as dental clinics, insurance agencies, real estate offices, or home service providers. AvidTrak provides a wide selection of vanity and local numbers to match target locations.
Tip #2. Write clear, urgent ad copy with a call-focused CTA
Ad text should include action phrases such as “Speak to an agent now” or “Call today for a free quote.” Strong CTAs help improve the conversion rate for each phone call lead.
Tip #3. Run ads only during business hours
Schedule ads so that calls come in when staff are available to answer. Unanswered calls can lower call quality scores and waste call tracking budget.
Tip #4. Use call scheduling and advanced routing
Call routing and queue management help handle high call volume and direct each call to the right team or agent.
Tip #5. Record and review calls to maintain service quality
Recording calls allows managers to check call duration, listen for gaps, and coach staff to handle calls more effectively. AvidTrak’s call tracking system makes this simple by providing secure call recording, AI-powered transcription, and organized call reports.
Common Pitfalls to Avoid in Click-to-Call Campaigns
A click-to-call campaign can underperform when important setup and management steps are missed. Avoiding these common mistakes helps businesses control costs and ensure every phone call leads to real value.
Not tracking calls as conversions.
Calls should always be set as a conversion action in Google Ads. Without this, it becomes difficult to measure the real conversion rate. Connecting calls to a reliable call tracking system, like AvidTrak, ensures every lead is counted correctly, attributed to its true source, and included in your ROI and budget calculations.
Using call-only ads without mobile targeting
Showing call-only ads to desktop users makes calling less practical. Always limit these ads to mobile traffic, where customers can tap to call immediately.
Running ads during closed hours
Calls that come in when no one is available result in wasted ad spend and missed leads. AvidTrak’s after-hours routing keeps calls aligned with open times and forwards calls appropriately during holidays or off-hours.
Not qualifying calls with IVR or filters
Allowing every caller through can overwhelm staff with irrelevant questions or spam. AvidTrak’s IVR menus, zip code routing, and call whispering help screen calls and direct each one to the right person.
Integrating Google Click-to-Call Ads with AvidTrak
A click-to-call ad campaign can bring steady phone call leads, but using Google Ads alone often means businesses only see surface-level call stats. Most companies need more than a basic call count to understand where calls come from, which ads deserve more budget, and what happens during each conversation.
AvidTrak fills these gaps with smart call tracking tools designed to match each phone inquiry to the right ad spend and sales follow-up.
Here is how AvidTrak strengthens Google click-to-call campaigns:
Dynamic number insertion
AvidTrak assigns unique tracking numbers to campaigns, keywords, and landing pages, clarifying which ads, search terms, or websites turn clicks into real conversations.
Call recording and AI-powered transcription
Every customer call is stored securely, and AvidTrak’s AI-powered transcription turns spoken words into searchable text, enabling teams to review what was promised, resolve complaints, and improve call scripts.
Source-based attribution
Instead of guessing which ad drove a call, AvidTrak links each phone call lead back to the exact keyword, ad group, or channel, supporting smarter bidding and better budget allocation.
CRM syncing
Call details feed directly into CRM platforms, giving sales teams the full conversation history for seamless follow-up and creating a tight link between calls and CRM records that reduces dropped opportunities and clarifies ROI for every Google Ads click-to-call interaction.
The Future of Click-to-Call Advertising (Post-Privacy Changes)
New privacy regulations, cookie limits, and stricter consent rules make it harder for businesses to rely on traditional online tracking. A click-to-call Google Ads campaign creates a direct, permission-based way to reach customers and gather reliable first-party data.
Phone calls build trust quickly and give companies clear insight into each caller’s needs. This live connection remains valuable as digital tracking becomes less reliable.
As privacy standards tighten, focusing on call-based conversions helps businesses maintain strong, accurate data about which ads deliver real results. A robust call tracking system, like AvidTrak, helps protect reliable first-party data and campaign insights by linking every phone call to its true source without third-party cookies.
Companies that invest in well-managed call campaigns today stay ahead of changing privacy expectations and maintain better relationships with customers who prefer real conversations.
Make Every Click to Call Count with AvidTrak
Stop losing calls and guessing which ads bring paying customers. AvidTrak connects each phone call lead to the right keyword, records every conversation securely, and keeps your cost per lead clear and manageable, all with flexible pricing and dedicated support.
Start your free trial today and turn your click-to-call ads into real bookings.
FAQs
1. How does AvidTrak improve call tracking to Google Ads alone?
AvidTrak connects each phone call to the exact keyword, ad, or traffic source. This detailed tracking goes beyond Google’s basic call metrics and helps you see which ads drive real revenue.
2. Can I use AvidTrak for offline campaigns too?
Yes. AvidTrak supports unique tracking numbers for print ads, flyers, billboards, and radio spots, so you can measure offline call conversions alongside your online campaigns.
3. Does AvidTrak help reduce spam or unwanted calls?
AvidTrak includes filters such as robo-caller blockers, IVR menus, and zip code routing to qualify calls before they reach your team, helping you avoid wasted time and budget.
4. Can AvidTrak data be sent to my CRM or reporting tools?
Yes, AvidTrak integrates with CRMs such as Salesforce, HubSpot, and Zoho, syncing call data so your sales team can track lead status and conversion outcomes easily.
5. Is AvidTrak a good choice for agencies managing multiple clients?
Yes. Agencies can set up separate client dashboards, white-label reports, and source-based attribution, making it simple to show clients exactly which campaigns generate high-quality calls.
