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About call-only ads

Call-only ads only appear on devices that can make phone calls, and the ads are designed to encourage people to call. All clicks on these ads send potential customers to call you from their smartphones.
Call: (555) 123-4567
Ad www.example.com
Description Line 1
Description Line 2

Before you begin

Call-only ads can use the same phone numbers that you may already be using in your call extensions. Learn more about showing phone numbers in your ads.

How it works

When you create your ads, you'll be asked to enter the following information:

  • Your business name
  • Your phone number
  • Two lines of description text
  • A display URL
  • An optional verification URL. This is the URL of a webpage that includes your business phone number.

All of these fields are eligible to be hidden when your ad appears on mobile phones, in order to make the most of the smaller screen space on these devices.

These ads don't send customers to your website landing page — clicks on the ads should usually initiate a call to your business. When you enter your verification URL, which can be the landing page address for your business, that's only for AdWords to verify your ad and phone number. To create ads that allow both clicks to call and clicks to your website, try using call extensions.

Note: Call-only campaigns are available for campaigns on the Search Network.

Character limits

  Example ad Limit for most languages Limit for double-width* languages
Business name: Business name 25 characters 12 characters
Phone number: Call: (555) 555-5555 none none
Description line 1: Description line 1 35 characters 17 characters
Description line 2: Description line 2 35 characters 17 characters
Display URL: www.example.com 35 characters 17 characters

* Double-width languages are languages that use double-width characters, like Chinese, Japanese, and Korean.

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