Add phone numbers to your ads


call extension

What call extensions do

  • Encourage calls to your business by showing a phone number with your ad.
  • Display a clickable call button with your ad (on high-end mobile devices).
  • Cost the same as a headline click (a standard CPC).

How you benefit

  • Call extensions make it easy for people to call you on the go.
  • You can share them within an ad group or entire campaign.
  • You can set them to show only when your business can take calls.
  • You can count calls as conversions. Learn more about call conversions.
  • Call extensions have typically increased clickthrough rate by 6-8%.

Example

You own a pizzeria in downtown Chicago, and add a call extension to your campaign promoting deep-dish pizzas. If a visitor to the windy city searches for “Chicago pizza” on her phone, and one of your ads is triggered, this visitor can touch a call button on your ad to get straight to your ordering line.

How to set up call extensions

Three ways to learn:

  • Guided task in your account
  • Watch a short video
  • Read instructions

Guided task in your account: Add call extensions


Guide me

Watch a video

Note: Video instructions are up-to-date, but don't show the latest AdWords design.

Instructions

How to add call extensions

Find the call extensions window

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Select the campaign or ad group for which you'd like to add call extensions.
  3. Go to the Ad extensions tab. If you can't see this tab, find out how to enable the tab.
  4. In the upper corner, choose Call extensions from the View menu. Call extensions drop down

Enter your phone number

  1. Click + EXTENSION.
  2. You'll see a list of phone numbers you’ve already set up. You can choose one of these or create a new one by clicking the gray + New phone number button. The following steps walk you through how to add this new number.
  3. Choose the country where your business phone number’s based and enter your number in the box next to the country menu.
  4. (US, UK, France, Spain, Australia, and Germany only) You can choose to show your ad with a Google forwarding phone number in order to access advanced call reporting. If you don’t want to use a Google forwarding phone number, choose “My own phone number.”

Choose optional settings and save

  1. Next to “Show the following links,” choose whether you'd like your ad to include both your phone number and your website, or just your phone number. This option affects only mobile devices; on tablets and desktop or laptop computers, your clickable headline could still appear along with your phone number.
  2. (US, UK, France, Spain, Australia, and Germany only) If you’re using a Google forwarding phone number and want to track your mobile phone calls as conversions, check the box next to “Report phone call conversions.” Specify how long a call should be for it to be reported as a conversion.
  3. You can choose to have this call extension preferred over other call extensions when people see your ad on mobile devices. To do this, check the box for "Mobile" next to "Device preference."
  4. If you'd like to limit when the phone number will be eligible to appear in your ad (like during your opening hours), click Start/end dates, scheduling and choose your hours.
  5. Click Save.

You can repeat the steps above to add up to 20 call extensions to each campaign or ad group.

Editing call extensions in bulk
To make bulk changes to call extensions from the Edit menu:

You can bulk-edit all extensions except location extensions and annotations that appear automatically for your ad (for example, seller rating annotations). Here’s how:

  1. Click the Ad extensions tab, and and choose the extension you want to bulk-edit from the View: drop-down menu above the statistics table.
  2. Check the boxes next to all the extensions you want to edit at once.
  3. Click the Edit button next to the + EXTENSION button, and make your changes.
To make bulk changes to call extensions using spreadsheets:
  • First, download the spreadsheet template:
    1. Sign in to your AdWords account at http://adwords.google.com.
    2. Click the Campaigns tab.
    3. Click the Ad extensions tab.
    4. From the Edit menu, select Download spreadsheet template.
    5. Select the format for your report.
    6. Click Download.
  • Make your changes to the spreadsheet.
  • To add a call extension, you must specify:

    • Phone number: The number that will be called when a customer clicks your extension.
    • Country code: The country where your phone number is listed. For example, if your phone number is in the United States of America, you would put US.
    • Use forwarding number (optional): Whether you want to use a Google forwarding number with your ad. You can enter yes or no. The default is no.
    • Is call only (optional): Whether you want your ad to show only your phone number, or to show both your number and website URL. You can enter yes or no. The default is no.
  • Upload your spreadsheet to apply and save your bulk changes:
    1. In your AdWords account, click Campaigns.
    2. Go to the tab that contains the type of items you want to upload. For example, if you want to upload changes to ad groups, go to the Ad groups tab.
    3. From the Edit menu, select Upload spreadsheet….
    4. In the dialog box that opens, select your spreadsheet.
    5. Click Upload and preview.
    6. Once your file has finished uploading, we recommend you click Preview changes to make sure the changes in your spreadsheet are accurately reflected in your account.
    7. If the preview of your changes looks good, click Apply changes.
See which non-standard cost numbers you can use for call extensions

In some countries, you can use phone numbers that don’t cost the same as local numbers. This table shows which numbers you’re allowed to use (in addition to local numbers). If you use a non-standard cost number, when people click the call button a disclaimer will appear saying that additional charges may apply.

Country Name

Non-standard cost numbers

UAE

07000, 07005

Albania

0808

Algeria

0801 10, 0801 11, 0801 12, 0801 13, 0801 14, 0801 15, 0801 16, 0801 17, 0801 18, 0801 19, 0802 10, 0802 11, 0802 12, 0802 13, 0802 14, 0802 15, 0802 16, 0802 17, 0802 18, 0802 19

Armenia

0801, 0802, 0803, 0804

Austria

0810, 0820, 0821, 0828

Bosnia and Herzegovina

082

Brazil

3003, 4000, 4001, 4002, 4003, 4004, 4005, 4006, 4007, 4008, 4009

Czech Republic

810, 811, 812, 813, 814, 815, 816, 817, 818, 819, 830, 831, 832, 833, 834, 835, 836, 837, 838, 839, 840, 841, 842, 843, 844, 845, 846, 847, 848, 849

France

0810, 0811, 0819, 0820, 0821, 0825, 0826, 0884, 0890

Germany

0180

Great Britain

0843, 0844, 0845, 0870

Greece

801, 806, 812, 825

Ireland

1850, 1890

Israel

1-700, 1-809

Jordan

0810, 0850, 0851, 0852, 0853, 0854, 0855, 0856, 0857, 0858, 0859, 0870, 0871, 0872, 0873, 0874, 0875, 0876, 0877, 0878, 0879

Lebanon

090, 091

Liechtenstein

900 22, 900 27, 900 28, 900 79, 901 23, 906 66, 0900, 0901, 0906

Macedonia

0801, 0802, 0803, 0804, 0805, 0806, 0807, 0808, 0809, 0810, 0811, 0812, 0813, 0814, 0815, 0816, 0817, 0818, 0819, 0820, 0821, 0822, 0823, 0824, 0825, 0826, 0827, 0828, 0829, 0830, 0831, 0832, 0833, 0834, 0835, 0836, 0837, 0838, 0839, 0840, 0841, 0842, 0843, 0844, 0845, 0846, 0847, 0848, 0849, 0850, 0851, 0852, 0853, 0854, 0855, 0856, 0857, 0858, 0859, 0860, 0861, 0862, 0863, 0864, 0865, 0866, 0867, 0868, 0869, 0870, 0871, 0872, 0873, 0874, 0875, 0876, 0877, 0878, 0879, 0880, 0881, 0882, 0883, 0884, 0885, 0886, 0887, 0888, 0889, 0890, 0891, 0892, 0893, 0894, 0895, 0896, 0897, 0898, 0899

Netherlands Antilles

100, 101, 102, 103, 104, 105, 106, 107, 108, 109, 690, 691, 692, 693, 694, 695, 696, 697, 698, 699

Norway

810 00, 810 01, 810 02, 810 03, 810 04, 810 05, 810 06, 810 20, 810 21, 810 22, 810 23, 810 24, 810 25, 810 26, 810 27, 810 28, 810 29, 810 30, 810 31, 810 32, 810 33, 810 34, 810 35, 810 36, 810 37, 810 38, 810 39, 810 40, 810 41, 810 42, 810 43, 810 44, 810 45, 810 46, 810 47, 810 48, 810 49, 810 50, 810 51, 810 52, 810 53, 810 54, 810 55, 810 56, 810 57, 810 58, 810 59, 810 60, 810 61, 810 62, 810 63, 810 64, 810 65, 810 66, 810 67, 810 68, 810 69, 810 70, 810 71, 810 72, 810 73, 810 74, 810 75, 810 76, 810 77, 810 78, 810 79, 810 80, 810 81, 810 82, 810 83, 810 84, 810 85, 810 86, 810 87, 810 88, 810 89

Pakistan

021 111, 022 111, 025 111, 040 111, 041 111, 042 111, 044 111, 046 111, 047 111, 048 111, 049 111, 051 111, 052 111, 053 111, 055 111, 056 111, 057 111, 061 111, 062 111, 063 111, 064 111, 065 111, 066 111, 067 111, 068 111, 071 111, 074 111, 081 111, 086 111, 091 111, 0232 111, 0233 111, 0235 111, 0238 111, 0242 111, 0243 111, 0244 111, 0292 111, 0293 111, 0294 111, 0295 111, 0296 111, 0297 111, 0298 111, 0453 111, 0454 111, 0457 111, 0459 111, 0542 111, 0543 111, 0544 111, 0546 111, 0547 111, 581111, 582111, 586111, 0604 111, 0606 111, 0608 111, 0722 111, 0723 111, 0726 111, 0822 111, 0823 111, 0824 111, 0825 111, 0826 111, 0828 111, 0829 111, 0832 111, 0833 111, 0835 111, 0837 111, 0838 111, 0843 111, 0844 111, 0847 111, 0848 111, 0852 111, 0853 111, 0855 111, 0856 111, 0922 111, 0932 111, 0937 111, 0938 111, 0939 111, 0942 111, 0943 111, 0944 111, 0945 111, 0946 111, 0963 111, 0965 111, 0966 111, 0969 111, 0992 111, 0993 111, 0944 111, 0995 111, 0996 111, 0997 111

Poland

0801

Réunion

0810, 0811, 0819, 0820, 0821, 0825, 0826, 0884, 0890

Romania

0801

Slovakia

0850, 0851, 0852, 0853, 0854, 0855, 0856, 0857, 0858, 0859, 0860, 0861, 0862, 0863, 0864, 0865, 0866, 0867, 0868, 0869, 0870, 0871, 0872, 0873, 0874, 0875, 0876, 0877, 0878, 0879, 0880, 0881, 0882, 0883, 0884, 0885, 0886, 0887, 0888, 0889, 0890, 0891, 0892, 0893, 0894, 0895, 0896, 0897, 0898, 0899

Spain

901, 902

Switzerland

0840, 0842, 0844, 0848

Tanzania

0840, 0860, 0861

Customize call extensions for specific devices

Example

You’ve learned that people on-the-go can be less patient than people at home. You can set up a call extension geared toward people who see your ad on mobile devices, and make that phone number a priority line.

By default, call extensions can show on any browser. You can target specific devices in two ways:

  • Give preference to mobile phones. Just check the “Mobile” box next to “Device preference” when you create or edit your call extension. This limits the call extension to show on ads on mobile phones, when possible.
  • Specify device targeting when you create a campaign. As you create a campaign, choose Edit next to “Show this extension on all devices.” Then choose “Desktop and tablet devices only,” or “Mobile devices only.” “Mobile devices only” gives preference to mobile phones.

Good to know

When you give preference to mobile phones, your call extension will be less likely to show on desktop and laptop computers.

If a campaign or ad group has only only mobile-optimized call extensions, these may show on desktop and laptop computers. To avoid this, include standard call extensions of the same type as the mobile-optimized call extensions in your campaign.

Advertising policies

Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call extensions. Learn more about advertising policies for using call extensions.

Good to know

Call extensions aren't available for “Display Network only - Remarketing” or “Display Network only - Product Listing Ads” campaign types.

Monitor performance

After you add call extensions, you’ll want to see if they’re paying off. Keep in mind that clicks-to-call are reported as soon as someone clicks the “Call” button, whether or not the call is completed.

See performance of your call extensions
  1. From the Campaigns or Ad groups tab, click the Segment button above the statistics table.
  2. Select Click type to see which clicks resulted in visits to your website or phone calls.
  3. Look at the "Mobile clicks-to-call" row to see how many clicks you received on the phone number in your ads.
  4. If you're using Google forwarding numbers, you can see more statistics, like call length and call conversions. Learn more about the reporting you can see with Google forwarding numbers.

Fix a problem with call extensions

Your call extensions aren’t showing up

AdWords shows call extensions only when you meet certain criteria. Learn why parts of your ad aren’t showing.

Call extensions in Brazil

To use call extensions in Brazil, make sure you include a carrier code for the carrier of your choice. For example, instead of "11 5555-1234" use "0XX11 5555 1234" (where "XX" stands for the carrier code). For toll-free or premium numbers such as 4004 or 0800, no carrier codes are necessary.

The nitty gritty

Call extensions on the Display Network

Call extensions you add to Display Network campaigns have limited features.

  • Display Network call extensions show only on high-end mobile phones (not on desktops, laptops, or tablets).
  • Display Network call extensions can’t be used with Google forwarding numbers (you’ll need to add call extensions to a Search Network campaign to count calls as conversions).
When disclaimers might appear with your call extensions

Call extensions can be used with toll-free, standard, mobile, shared-cost, or non-standard cost numbers.

  • Shared cost phone numbers use a billing method where calls to an international phone number are partially paid for by the recipient.
  • Non-standard cost numbers may not be included in a typical phone plan, so additional charges may apply.

If you use a shared-cost or non-standard cost number with your call extension, when people click the call button a disclaimer will appear saying that additional charges may apply.

Using call extensions with location extensions
  • Location extensions can show a “Call” button as well as a “Get directions” link.
  • When you enable location extensions and call extensions for the same ad, AdWords uses your address from your location extension and your phone number from your call extension.

Tip

For the best mix of local targeting and broader reach, it’s a good idea to enable both location extensions and call extensions on your ads.

Use call extensions by themselves if you have a national service center, or if you don’t have a brick-and-mortar storefront.