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About call assets

You can show your phone number with your ads by using call assets. Call assets let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call assets show, people can tap or click a button to call your business directly or go to your website. That means more customer engagement with your ads and more chances to get and track valuable conversions.

As an example, let’s say you own a pizzeria in downtown Chicago, so you add a call asset to your campaign promoting deep-dish pizzas. If a visitor to the windy city searches for “Chicago pizza” on their phone and one of your ads is triggered, this visitor can click through to your website to read your menu or tap the call button on your ad to go straight to your ordering line.

In this article, you’ll learn how to create and edit call assets.

Before you begin

Call assets are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad. You can also create call campaigns. For more details, refer to About call campaigns.

Keep in mind

If you create call assets at different levels (account, campaign, or ad group), the most specific will be used. So when you add call assets to an ad group, those will show instead of your campaign- or account-level call assets. Likewise, campaign-level assets override account-level assets.

How it works

Here are key points to know about call assets:

  • Phone or website: When your call assets appear with your ad, people have access to your number. If their device can make calls, a clickable call button will be shown under your responsive search ad. On desktop devices, a "Call us" button will appear under your ad. When clicked, we'll show your provided phone number (or Google Forwarding Number if call reporting is enabled) along with a QR code. Scanning the QR code with a smartphone opens the phone's dialer with the listed number pre-populated. People can also click on your ad to go to your website.
  • Business hours: You can set numbers to appear only when your business can accept calls.
  • How you're charged: Clicks on your call asset on mobile devices and on the "Call us" button on desktop devices cost the same as headline clicks (a standard CPC).
  • Easy conversion tracking: You can count calls as conversions by turning on call reporting in your account. Only available on the Search Network, call reporting uses Google forwarding numbers to give you detailed conversion information.

For the best mix of local targeting and broader reach, you may also want to use location assets. When you use both location and call assets, ads that feature specific business locations may direct calls to the phone numbers that are associated with those locations, rather than the phone numbers set with your call assets. You can then gather call reporting data on your location assets ads and call assets ads to determine which asset type is performing better. Learn more About location assets

Instructions

How to create call assets

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Click the plus icon.
  5. Select Call from a list of choices. The “Add call asset” view then appears.
  6. Select whether you want to add the call asset to your Account, Campaign, or Ad group.
  7. Select Create new to make a new call asset, or Use existing if you’ve previously created a call asset.
    1. If you’re creating a new asset, enter your phone number.
    2. If you choose to use an existing asset, select your number from a list that appears.

How to edit call assets in bulk within your account

If you’re using multiple call assets, you can edit and upload them in bulk.

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. You’ll notice a table with all of your assets. From the “Table view” drop-down menu, select Association.
  5. Select Call from the list above the table toolbar.
  6. Check the boxes next to all call assets you want to edit.
  7. Click Edit assets in the blue bar above the table.
  8. Click Edit or Find and replace to make changes.
  9. Click Preview to view what your changes will look like.
  10. Click Apply to save your changes.
Tip: Remove assets from bulk uploads
If you want to remove assets from bulk uploads, complete steps 1-3 above. Check all the boxes next to assets you want to remove and click Remove in the blue bar, then select Confirm.

Account levels

You can add call assets at the account, campaign, or ad group levels. Call assets can run on Search campaigns and Smart campaigns. While call assets can be added to a Display campaign in Google Ads, they may not serve to users.

Call assets won't serve with every impression

Like other ad assets, call assets don't appear with every ad impression. When the ad auction runs, an algorithm determines whether to show the call assets, and any other assets to show next to it, based on historical performance and other factors. It is completely normal for call assets to appear for only a subset of total ad impressions. However, you can do bid adjustments to show your call interaction ads more often. Learn more about bid adjustments for interactions

How to view the performance of your call assets

After you add phone numbers to your ad, you’ll want to check how they’re working for your business. Learn how to Analyze your call reporting data.

How your call assets can appear

In some cases, your call asset may serve in a button format, similar to a call ad. This can occur when your campaign:

You can disable this functionality by changing any of the above criteria in your campaign.

Eligible numbers

Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call assets. Phone numbers will be verified to confirm they represent the business being promoted. Learn more about the policies under call asset requirements

When disclaimers might appear with your call assets

Call assets can be used with toll-free, standard, mobile, shared-cost, or non-standard cost numbers. If you use a shared-cost or non-standard cost number with your call asset, your asset will include a disclaimer saying that additional charges may apply. Here’s more information about both types:

  • 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 to your customer may apply.

Related links

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