About call extensions

Call extensions let you add phone numbers to your ads, which can significantly increase click-through rates. When your call extensions appear, people can tap or click a button to call your business directly. That means more customer engagement with your ads and more chances for you to get and track your conversions.

This article gives you background information about call extensions. For instructions, go to Use call extensions.

Before you begin

Call extensions 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, so if you would like to include a phone number, it is best to use a call extension. You can also create call campaigns. For more details, go to About call campaigns.

Example

You own a pizzeria in central Manchester, so you add a call extension to your campaign promoting deep-dish pizzas. If a visitor to the windy city searches for 'Manchester 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.

How it works

Here are key points to know about call extensions:

  • Phone or website: When your call extensions appear with your ad, people see your number or – when their device can make calls – a clickable call button. People can also click your ad to go to your website.
  • Business hours: You can set numbers to appear only when your business can take calls.
  • A call is a click: These clicks on your number 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.

Account levels

You can add call extensions at the account, campaign or ad group levels. Call extensions can run on Search campaigns and Smart campaigns. They can also be added to Display campaigns to track calls to a phone number on a website. If you create call extensions at different levels (account, campaign or ad group), the most specific will be used. So when you add call extensions to an ad group, those extensions appear instead of your campaign- or account-level call extensions. Likewise, campaign-level extensions override account-level extensions.

Call extensions won't serve with every impression

Like other ad extensions, call extensions don't appear with every ad impression. When the ad auction runs, an algorithm determines whether to show the call extension, and any other extensions to show next to it, based on historical performance and other factors. It is completely normal for call extensions 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 your call extensions can appear

In some cases, your call extension may appear in the headline of the ad, similar to a call ad. This can occur when your campaign:

When your ad serves with the call extension in the headline, visits to the landing page are reported under the 'Call Ad Landing Page' click type. You can disable this functionality by changing any of the above criteria in your campaign.

Device preferences

Extensions with a ticked box for Mobile are given preference on mobile devices, but are still eligible to appear on computers and tablets.

Eligible numbers

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

When disclaimers might appear with your call extensions

Call extensions can be used with freephone, standard, mobile, shared-cost or non-standard cost numbers. If you use a shared-cost or non-standard cost number with your call extension, your extension 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.
Country-specific information

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

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*

0800, 3003, 4000, 4001, 4002, 4003, 4004, 4005, 4006, 4007, 4008, 4009

* See the section below this table for additional information on call extensions in Brazil

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
Germany 0180
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
Dutch 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
Switzerland 0840, 0842, 0844, 0848
Tanzania 0840, 0860, 0861

More on call extensions in Brazil

To use call extensions in Brazil, make sure that you include an operator code for the operator of your choice. For example, instead of '11 5555-1234', use '0XX11 5555 1234' (where 'XX' stands for the operator code). For freephone or premium numbers such as 0844 or 0800, no operator codes are necessary.

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