What is a call extension?

When you run paid advertisements online, like on Google, a call extension is a feature that adds your phone number directly to your ad. Imagine you are searching for a service on your phone, and an ad pops up. Instead of just seeing a link to a website, you also see a phone number right there. With a single tap, you can call the business immediately.

This feature is especially helpful for people using mobile phones, as it makes it very easy to get in touch. It removes the extra step of visiting a website, finding a contact page, and then dialing a number. For businesses, this means potential customers can reach them faster, which can lead to more sales or service requests.

Why call extensions matter

Call extensions are more than just a phone number on your ad; they are a powerful tool for connecting with customers and improving your advertising results. Here's why they are important:

• Direct connection: Call extensions allow potential customers to bypass your website and call your business directly. This is great for urgent needs or when people prefer to speak to someone right away.
• Convenience for mobile users: Most online searches happen on mobile phones. A call extension makes it incredibly convenient for these users to contact you with just one tap.
• Increased ad visibility: Adding a call extension makes your ad larger and more noticeable on the search results page. This can help your ad stand out from competitors.
• Better conversion rates for certain businesses: For businesses like plumbers, electricians, doctors, or car dealerships, a phone call is often the quickest path to a new customer. Call extensions can significantly improve the rate at which your ads turn into actual customer interactions.
• Trackable performance: Most advertising platforms allow you to track calls made through extensions. This means you can see how many calls your ads generate, how long they last, and even where they came from, helping you understand your ad's effectiveness.

How to use call extensions effectively

Setting up call extensions is straightforward, but using them well requires a bit of planning to get the best results:

Setting up your call extensions

• Add them in your ad platform: In platforms like Google Ads or Microsoft Advertising, you'll find a section for "ad extensions" or "assets." Here, you can add your business's phone number.
• Enable call reporting: Make sure you turn on call reporting. This gives you valuable data on the calls you receive, such as the time of the call, its duration, and the area code of the caller. This information is crucial for understanding performance.

Optimizing for success

• Schedule your calls: Only show your call extensions when someone is available to answer the phone. You can set specific days and times for your phone number to appear with your ads. This avoids missed calls and frustrated customers.
• Use a dedicated phone number: If possible, use a unique phone number for your ads that routes to your main line. This helps you track which calls specifically came from your ad campaigns, giving you clearer performance data.
• Train your staff: Ensure that anyone answering calls from your ads is well-trained, friendly, and ready to help. A good first impression over the phone can lead to a new customer.

Best practices for call extensions

To get the most out of your call extensions, follow these tips:

• Monitor call quality: If your advertising platform allows it, review recordings of calls (with proper consent) or regularly check in with staff about call quality. This helps you identify areas for improvement in your customer service.
• Combine with other extensions: Call extensions work best when used alongside other types of ad extensions, like sitelink extensions (which link to specific pages on your website) or structured snippet extensions (which highlight specific features of your business). This gives users more ways to interact with your ad.
• Consider your target audience and business type: Call extensions are most effective for businesses that benefit from immediate contact, such as local services, emergency services, or businesses with complex products that require discussion.

Call extensions are a valuable tool in your paid advertising strategy, especially for mobile users. By making it easy for customers to call you directly, you can improve your ad's performance and generate more leads or sales. Remember to set them up thoughtfully, track your results, and ensure your team is ready to handle incoming calls.