How to Set Up and Optimise Google Call-Only Ads in 2025

call only campaigns digital marketing google ads google ads for business May 06, 2024

Looking to generate more qualified phone leads without sending users to your website? Google call-only ads are a powerful option for service-based businesses that rely on direct customer conversations. These mobile-first ads appear on the Search Network and are designed specifically to encourage users to click to call - not visit a landing page.

Whether you’re running a call campaign for emergency services, appointment bookings, or quote requests, call-only ads help you connect with high-intent users at the exact moment they’re ready to speak. In this guide, we’ll walk through what Google call-only campaigns are, when to use them, and how to set them up for better performance in 2025.

Key Takeaways

Call-only ads are designed for phone leads only – they don’t send users to a website, just straight to your phone line.
Perfect for service-based businesses, especially those that convert better over the phone (e.g. plumbers, lawyers, locksmiths).
Higher intent = higher conversion rates – users who click call-only ads are usually ready to take action.
Use location targeting and ad scheduling to focus your budget on local, high-converting traffic during business hours.
Call tracking and conversion actions are essential to measure real campaign performance.
Ad copy should be clear, direct, and action-oriented – highlight services, pricing, and offers that encourage immediate calls.
Watch out for poor call quality – use negative keywords and refine your targeting to block irrelevant clicks.
Monitor call duration, cost-per-call, and volume to identify what’s working and when to scale or optimise.

What Are Call-Only Campaigns in Google Ads?

Google call-only ads are a specialized form of pay-per-click advertising designed specifically to generate phone calls. Unlike traditional search ads that direct users to a website, call-only ads feature a "Call" button that allows users to dial your business directly from their smartphone.

FAQ

What is a call-only campaign in Google Ads?

A call-only campaign is a type of Google Ads campaign that’s designed to generate phone calls instead of website visits. When users click on your ad, their phone automatically initiates a call to your business, making it ideal for service-based companies that rely on direct communication.

How do Google call-only ads work?

Google call-only ads appear in search results on mobile devices. When someone taps the ad, it triggers a phone call to your business rather than opening a landing page. You only pay when someone clicks to call, and you can track call conversions using call duration and other metrics.

What businesses should use call-only ads?

Call-only ads work best for service-based businesses that close sales over the phone. Examples include tradespeople (like plumbers or electricians), medical clinics, legal services, home repair companies, and emergency service providers. If a conversation helps close the deal, call-only is a great fit.

Are call-only ads better than regular search ads?

Call-only ads often perform better when your main goal is to drive phone inquiries. They cut out extra steps and connect users directly to your business. However, for businesses that rely on website conversions, regular search ads with call extensions may be a better fit.

How do I track conversions from call-only ads?

You can track call-only conversions by setting up call conversion tracking in Google Ads. Define a minimum call duration (e.g. 30 seconds or more) to count as a conversion. You can also integrate third-party call tracking platforms for deeper insights.

Can I schedule when my call-only ads appear?

Yes. You should use ad scheduling to run your call-only ads only during business hours or when staff are available to answer the phone. This prevents wasted ad spend on missed calls and improves lead quality.

What keywords should I target in a call-only campaign?

Focus on high-intent, service-related keywords that show strong buyer intent. Phrases like “emergency plumber near me” or “book dentist appointment” are ideal. Avoid broad or research-based keywords, and use negative keywords to block irrelevant traffic.