About call-only ads

Call-only ads are designed to encourage people to call your business, and can only appear on devices that make phone calls. When a potential customer clicks on your ad, it initiates a call to you from their device.
Call: (0118) 123 4567
Ad www.example.com
Description line 1
Description line 2

Before you start


Call-only ads can use the same phone numbers that you may already be using in your call extensions. To learn more about showing phone numbers in your ads, skip to About call extensions

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 descriptive text
  • A display URL
  • A verification URL. This is the URL of a web page that includes your business phone number.

These fields are eligible to show when your ad appears on mobile devices, but some may be omitted to make the most of the smaller screen space on these devices.

Select extensions, including location extensionsstructured snippet extensions and callout extensions, are also eligible to show with your ad. Extensions expand your ad with more information and can give your ad greater visibility and prominence on the search results page. Clicks on location extensions will send people to your location page. There's no cost to add them, and it is recommended that you add all extensions that are relevant to your business. Clicks on your ad (including your extension) will be charged as usual. To learn more about extensions, skip to About extensions

Call-only ads initiate calls directly to your business and don't send customers to your website landing page. When you enter your verification URL, which can be the landing page URL for your business, that's only to verify your ad and phone number. It won't be directly displayed on your ad. To create ads that allow both clicks to call and clicks to your website, try setting up a standard text ad and using call extensions.

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

Information Example ad Limit for most languages Limit for double-width* languages
Business name Business name 25 character 12 characters
Phone number Call: (0118) 123 45678 none none
Description line 1 Description line 1 80 characters 40 characters
Description line 2 (optional) Description line 2 80 characters 40 characters
Display URL (optional) www.example.com 35 characters 17 characters
Verification URL www.example.com/contact None None

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

Missed call option (India only)

Users in India have the option to place a call directly or select a missed call. Missed calls work like phone calls that are ended on purpose, with the expectation of a call back. The missed call option is automated, and the advertiser doesn’t need to do anything to set it up. AdWords handles the missed call, and places calls to both parties.

How it works

If a user selects the missed call option on a call-only ad, AdWords will place one call to the advertiser and another to the user. Once the user picks up, they'll hear a prerecorded message asking them to wait while the call is connected. Once both the user and advertiser are on the line, the call is connected. The missed call option is automated, and advertisers don't have to do anything to set it up. The advertiser will see a Google phone number as the caller ID when the missed call is placed. Learn more About missed calls in India.

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