5.6 Call-only ads
What is a call-only ad?
Clicking on a call-only ad will start a phone call, and counts as one click. You can see an example of how to use call-only ads in the #6 example project (real estate attorneys). One of the best features of the QuickStart is how easy it makes setting up call-only campaigns.
Call-only ads can only appear on mobile phones and they tend to be very brief and very clear. They look very different from other ads because they display a large phone icon together with a large phone number.
Do you want to talk to potential customers on the phone. NOW?
We know that for many of you this does not seem quite so different than running an ad that offers the option of calling your business.
But call-only ads are COMPLETELY DIFFERENT than an ad that offers the option of calling. You may understand this from some of our examples below, but it can be a very subtle point that many users just don’t fully understand. Lets look at some reasons to use call-only ads.
Huh? Yes. You don’t need to have a website. You only need to have a one page site (which you can set up from GoDaddy, Wix, or any number of providers) which has a URL (web address) and shows your phone number. You can set this up in 15 minutes for free. (This is what Google Ads refers to as your “verification url” in the layout of a call-only ad.).
Maybe you’re thinking of offering something new. Call-only ads might be a terrific way to “test market” your new services or products BEFORE you even go about building the website and infrastructure to support your new “offerings”. Call-only ads are a terrific market research tool.
What’s amazing is the incredible breadth of businesses that this benefits. There are a LOT of situations that are best answered quickly with a phone call directly between the customer and a provider. NOW. You could be an expert in one obscure foreign currency transaction, or a fixer of aquarium emergencies, or offer real-time dance lessons, or arrange short term private jet charters. It helps all businesses to use them. It helps boutique businesses A LOT.
Mobile is where search is – and where it is going.
Your biggest challenge in using Google Ads successfully is to get the real buyers to click and GET EVERYBODY ELSE not to click. Call-only ads are a very powerful weapon to get that done. IF you are ready to talk to that potential customer when they click (call).
Don’t use call-only ads unless you REALLY want to talk to your customer.
If you do, a call-only ad is an incredible tool to cause that to happen. The phone number and the word “call” are quite prominent. The layout of these ads make them compete quite well visually on a SERP full of competitors.
The “directness” of a call-only ad is very appealing
To you and to your potential customer. There’s no landing page or decisions to make. If you have a buyer with a problem they need solved, you will be talking to them instantly. And they know you want to solve the problem. Not show them some “automated attendant” phone system.
The only way to take advantage of this type of ad it to be ready to start the conversation as if you know why they are calling. No transferring, no questionnaires. Directly connecting to the expert who knows why they are calling and can talk solutions. It is essential that you are geared up for answering these calls.
The presentation of these ads eliminates the need for the standard “call to action” type of wording in your ads. The call is the solution. With call-only ads, every click results in a phone call.
This gives you unprecedented control and information
Busy? Pause your campaign. The phone calls will stop. Not busy, un-pause your campaign.
Not sure how to customize your business for more general appeal? Spend a few weeks talking to customers who will talk to you. The market research you can garner from these conversations is priceless.