About call ads

Call ads are designed to encourage people to call your business, and can appear only on devices that make phone calls. When a potential customer clicks the call button in your ad, the ad places a call to you from their device.

Before you begin

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

How a call ad works

  1. Your ad wins an auction and is shown on the search network.
  2. Someone taps the 'Call' button in your ad.
  3. That person’s mobile phone dialer opens with the number set (either your own number or a GFN, depending on your settings).
  4. The person taps the call button to place the call.

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

  • Two headlines (optional, but recommended)
  • Your business name
  • Your phone number
  • Two lines of description text
  • A display path (optional)
  • A final URL (optional, but recommended. If provided, will show a user-facing link to the webpage)
  • A verification URL, which is the URL of a webpage that includes your business phone number. This field is not directly displayed on your ad.

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

Select assets, including structured snippet assets, and callout assets, are also eligible to show with your ad. Learn more about assets.

If you’ve provided a final URL, clicks on your call ad’s headline or description will lead the user to your website landing page and a click on call button will initiate a call directly to your business. If you haven’t provided a final URL, there will be no tappable headline and the call button will initiate a call. 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 will not be directly displayed on your ad. Learn more about phone number verification.

Information Example ad Limit for most languages Limit for double-width* languages
Headline 1 (optional) Headline 1 30 characters 15 characters
Headline 2 (optional) Headline 2 30 characters 15 characters
Business name Business name 25 characters 12 characters
Phone number Call: (555) 555-5555 none none
Description line 1 Description line 1 90 characters 45 characters
Description line 2 (optional) Description line 2 90 characters 45 characters
Display path (2)


Note: The display path will populate with the domain used in either the final URL or the verification URL, depending on what is provided in the creative.
15 characters 7 characters
Verification URL www.example.com/contact None None
Final URL www.example.com/products None None

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

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