Maximizing High-Quality Phone Calls with Google Ads Call-Only Campaigns

May 30, 2024

If you’re a service-based business looking to drive more high-quality phone calls, Google Ads Call-Only campaigns can be a game changer. However, these campaigns require specific settings and strategies to be truly effective. In this guide, we’ll dive into the essential guidelines and settings to optimize your Call-Only campaigns, ensuring you get the most out of every call.

Understanding the Nature of Call-Only Campaigns

Before jumping into the setup, it’s important to understand that Call-Only campaigns typically come with a higher cost-per-click (CPC) compared to standard search ads. The CPC for Call-Only ads can sometimes be double that of normal search ads. This higher CPC underscores the need for meticulous optimization to ensure you’re only paying for the most valuable clicks.

Key Guidelines for Optimizing Call-Only Campaigns

    • Access your Google Ads account.
    • Navigate to the “Reports” section.
    • Select “Call Details” to view data on your call performance and search terms.

      Regular Review of Call Reports

      Given the higher CPC, it’s crucial to continuously review your call reports. These reports provide insights into which search terms are generating calls, allowing you to refine your focus on the most effective terms. By regularly analyzing these reports, you can quickly identify and prioritize the search terms that drive quality calls, eliminating those that don’t.

      How to Check Your Call Reports:

  1. Location Targeting

    Proper location targeting is essential for Call-Only campaigns. In most cases, you should use the “Presence” option instead of “Presence or Interest.” This ensures your ads are shown only to people who are physically in your target area, which is critical given the higher CPC. You don’t want to waste budget on clicks from users who aren’t in your service area.

    Setting Up Location Targeting:

    • Go to your campaign settings.
    • Choose “Locations” and select “Presence” to target users regularly in your desired locations.
    • Call-Only Campaign: Target specific cities or regions.
    • Standard Search Campaign: Target a broader area with general service ads.

      Campaign Structure

      Due to the higher CPC, it’s advisable to run separate search campaigns alongside your Call-Only campaigns. This allows you to focus Call-Only ads on specific, high-potential areas while broader search campaigns cover a wider geographic range.

      Example Structure:

  2. Keyword Strategy

    For Call-Only campaigns, focusing on a few high-performing exact match keywords is crucial. Unlike standard search campaigns where a mix of long-tail broad match and exact match keywords might be used, Call-Only campaigns benefit from the precision of exact match keywords due to their higher CPC. This strategy helps ensure you’re only bidding on terms that are proven to convert into valuable calls.

    Building Your Keyword List:

    • Analyze your call reports to identify top-performing keywords.
    • Use exact match keywords to control costs and improve ad relevance.

Final Thoughts

Optimizing Google Ads Call-Only campaigns requires a strategic approach due to the inherently higher CPC. By regularly reviewing call reports, fine-tuning location targeting, structuring your campaigns effectively, and focusing on exact match keywords, you can maximize the return on your investment and drive high-quality phone calls to your business.

By implementing these strategies, you’ll be better equipped to manage your Call-Only campaigns and achieve your goal of increasing high-quality phone leads.