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About call-only ads

Call-only ads are designed to encourage people to call your business, and only appear on devices that can make phone calls. All clicks on these ads send potential customers to call you from their smartphones.
Call: (0118) 123 4567
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
  • An optional 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 may be hidden in order to make the most of the smaller screen space on these devices.

Select extensions, including location extensions, structured 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 address for your business, that's only to verify your ad and phone number. It will not be directly displayed on your ad. To create ads that allow both clicks to call and clicks to your website, try setting up a text ad and using call extensions.

Note: Call-only campaigns are only 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: (0118) 123 45678 none none
Description line 1: Description line 1 35 characters 17 characters
Description line 2: Description line 2 35 characters 17 characters
Display URL: 35 characters 17 characters

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

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