Create and report on Google Ads call extensions

Create and edit Google Ads call extensions

To add call extensions to your ads, first create one or more call extensions. Then you can apply them to campaigns and ad groups.

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

Create a call extension from Search Ads 360

  1. Navigate to a Google Ads engine account.
    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click ▼ on the Extensions tab and select Call Extensions.
  3. Click the + Call extension button, which appears above the reporting table.
  4. Enter properties for the call extension.
  5. (Optional) In the Campaigns and Ad groups sections, select the campaigns and ad groups that you want to display the call extension.

    Each campaign or ad group can have up to 20 call extensions.

    Ad groups inherit call extensions from campaigns by default, so you only need to apply call extensions directly to an ad group if you haven't specified them for a campaign, or if you want to override the inheritance.
  6. Click Save.
    The new call extension appears in the reporting table.

Call extension properties

  • Conversion Tracker: (Applicable only when you select Call Tracked, which enables conversion tracking for this call extension.) Lists any conversion actions you have set up in Google Ads or Search Ads 360 along with the default Calls from ads conversion action. The default action considers all calls over 60 seconds to be conversions. You can specify a different duration by setting up other conversion actions.

    Be sure to sync the Google Ads engine with Search Ads 360 after you create conversion actions. Otherwise, the Conversion Tracker list will only contains actions that were created in Search Ads 360.

  • Phone number: The phone number you want to ring when a customer calls. This is also the number that appears in ads unless you select Call Tracked.

    Search Ads 360 attributes metrics to this number even if you select Call Tracked (which creates a Google forwarding number for the call extension).

  • Country code: The Google Ads geo code for the country where your business phone number is based. For example, if your phone number is in the United Kingdom, enter GB.
  • Call Tracked: Select this checkbox to use a Google forwarding phone number with this extension. Google will generate a phone number and display it in the ad instead of displaying the number you entered in the Phone number field.

    When a customer calls the generated number, Google Ads uses the number to record a conversion, and then forwards the call to the number you entered in the Phone number field.

  • Mobile preferred: Select this checkbox if this call extension is preferred over other call extensions when people see your ad on mobile devices.
  • Start/end dates: Optionally enter start and end dates during which this number can appear in your ads. If you leave these properties empty, the call extension can appear in ads as soon as you apply it to campaigns or ad groups.

Edit call extensions from Search Ads 360

  1. Navigate to a Google Ads engine account.
    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click ▼ on the Extensions tab and select Call Extensions.
  3. Select the checkbox next to a call extension and click the Edit button, which appears above the reporting table.
  4. Update the call extension properties.
  5. Click Save.
    Search Ads 360 traffics the changes to Google Ads.
If you edit a call extension in Google Ads, you can sync the change into Search Ads 360.
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