About call assets

This article applies to Google Ads and Microsoft Advertising accounts in the new Search Ads 360.

Call assets (formerly, "call extensions") 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. That means more customer engagement with your ads, and more chances for you to get and track your conversions.

Search Ads 360 may set up automated call assets when your website has a phone number and your business goals include getting people to call you.

In this article:

• Before you begin
• How it works
• Google Ads call assets
• Microsoft Advertising 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, so if you would like to include a phone number, it is best to use a call asset. You can also create call-only campaigns.

Example

You own a pizzeria in downtown Chicago, and add a call asset to your campaign promoting deep-dish pizzas. If a visitor to the Windy City searches for “Chicago pizza” on her 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 get straight to your ordering line.

How it works

Here are key points to know about call assets:

• Phone or website: When your call assets show with your ad, people see your number or when their device can make calls—a clickable call button. People can also click on your ad to go to your website.
• Business hours: You can set numbers to show only when your business can take calls.
• A call is a click: Clicks on your number are the same cost as headline clicks (a standard CPC).
• Easy conversion tracking: You can count calls as conversions by simply turning on call reporting in your account. Available on the Search Network only, call reporting uses forwarding numbers to give you detailed conversion information.

Call assets won't serve with every impression

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

Google Display Network specifics

To help expand your reach, call assets can run on certain types of Google Display Network campaigns. Here’s what you need to know:

• Phones only: Google Display Network call assets show only on high-end mobile phones (not on desktops, laptops, or tablets).
• Call reporting: Google Display Network call assets aren’t compatible with the “call reporting” option or with forwarding numbers.
• Invalid campaigns: Call assets aren't available for Google Display Network campaigns that use remarketing, or Google Display Network campaigns with the marketing objective of "Install your mobile app" or "Engage with your mobile app."

Device preferences

Call assets that are specified for "Mobile" are given preference on mobile devices, but are still eligible to show on computers and tablets.

Google Ads call assets

You can add Google Ads call assets at the account, campaign, or ad groups in Search Ads 360. These call assets can run on any Google Ads Search campaign, ad group, or ad. Some restrictions apply on the Google Display Network. 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 assets show instead of your campaign- or account-level call assets. Likewise, campaign-level assets override account-level assets.

If you've already created call assets in Google Ads, you can sync them into Search Ads 360.

Instructions 

Create, edit, or remove Google Ads call assets

1. Sign in to your new Search Ads 360.
2. Navigate to a Google Ads client account.
3. From the page menu on the left, click Ads & assets, and then click Assets in the expanded menu.
4. Click the plus button  and select Call.
5. (Optional) To edit an existing call asset, hover over the existing group of call assets and click the pencil icon  when it appears. Select Edit, then click Save when done.
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.
   • If you’re creating a new asset, enter your phone number.
   • If you choose to use an existing asset, select your number from a list that appears.
8. You can also set device preferences and schedule your call asset in the "Advanced options" section.
9. Click Save.

To remove call assets:

1. Sign in to your new Search Ads 360.
2. Navigate to a Google Ads client account.
3. From the page menu on the left, click Ads & assets, and then click Assets in the expanded menu.
4. Select the call assets you want to remove, then click Remove at the top of the table.

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 advertising policies for using call assets in the Google Advertising Policies Help Center.

When disclaimers might appear with your call ssets

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.

Country-specific information

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

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 assets 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
Netherlands 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 assets in Brazil

To use call assets in Brazil, make sure you include a carrier code for the carrier of your choice. For example, instead of "11 5555-1234" use "0XX11 5555 1234" (where "XX" stands for the carrier code). For toll-free or premium numbers such as 4004 or 0800, no carrier codes are necessary.

Microsoft Advertising call assets

You can create, manage, and track Microsoft call assets in Search Ads 360 and link them to a campaign in your external Microsoft Advertising account.

The new Search Ads 360 experience also allows you to track performance metrics of your call assets. You can also edit your call assets individually or in bulk and copy call assets from Google Ads to Microsoft Advertising along with the associated campaigns.

Instructions

Create, edit, or remove Microsoft Advertising call assets

1. Sign in to your new Search Ads 360.
2. Navigate to a Microsoft Advertising client account.
3. From the page menu on the left, click Ads & assets, then click Assets in the expanded menu.
4. Click the plus button  and select Call.
5. (Optional) To edit an existing call asset, hover over the existing group of call assets and click the pencil icon  when it appears. Select Edit, then click Save when done.
6. Select the campaign(s) you want to use for the call asset and then click Done.
7. Select Create new to make a new call asset, or Use existing if you’ve previously created a call asset.
8. Select the country/region.
9. Add the phone number.
10. Choose the Call tracking and Mobile format options that you want to use. 
11. You can also schedule the call asset in the Advanced options section.
12. Click Save.

To remove call assets:

1. Sign in to your new Search Ads 360.
2. Navigate to a Microsoft Advertising client account.
3. From the page menu on the left, click Ads & assets, then click Assets in the expanded menu.
4. Select the call assets you want to remove, then click Remove at the top of the table.