When to Use Call Extensions in Google Ads: A Data-Driven Framework for Marketing Managers

Google Ads can be a powerful tool to drive leads and sales for your business, and one of the most impactful ad features to leverage is call extensions. These allow potential customers to call your business directly from your ad, adding a layer of immediacy and accessibility that can boost conversions. But how do you know when to use call extensions effectively? This blog provides a structured framework to guide your decision-making.

What Are Call Extensions?

Call extensions are a type of ad extension in Google Ads that lets users call your business directly from your ad. These extensions appear as a phone icon or a clickable "Call" button alongside your ad copy. For mobile users in particular, this feature simplifies the path to engagement by removing friction—they don’t need to navigate to your website to find your contact number.

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Why Call Extensions Matter: The Data

Call Extensions provide an easy way for users to engage with your business. Here are some key statistics that highlight their importance (Google Internal Data):

• Boost in CTR: Google reports that ads with extensions, including Call Extensions, see a 10-20% increase in click-through rates (CTR).
• Higher Conversion Rates: Phone calls convert 3x better than website clicks on average.
• Improved Ad Rank: Using Call Extensions can improve Ad Rank and Quality Score, leading to better placement and reduced cost-per-click (CPC).

This leads to a 3.6x potential impact on ROI.

Framework for Deciding When to Use Call Extensions

Here’s a data-backed framework to help you decide when to integrate Call Extensions into your campaigns:

1. Audience Intent

• High-Intent Queries: Call Extensions work best for keywords where users are seeking immediate action, such as "emergency plumber near me" or "car insurance quotes now."some text
  • Example: A locksmith service targeting urgent queries could see a significant uplift in conversions by enabling direct calls.

2. Device Usage

• Mobile-First Traffic: Call Extensions are particularly effective for mobile campaigns. Mobile users are more likely to engage with a click-to-call feature because it offers a seamless experience.some text
  • Example: A restaurant running ads for "dinner reservations" can capture more leads by letting users call directly from their smartphones.

3. Business Availability

• Operational Hours: Call Extensions should align with your operating hours unless you have after-hours support. For businesses with limited availability, tools like CallShift AI can fill the gap.some text
  • Example: A dental clinic using CallShift AI can handle calls outside of business hours, ensuring no potential patient is missed.

4. Define ROI of Call Extensions

A major benefit of call extensions is their potential to deliver a high return on investment (ROI). However, ROI calculations for call extensions need to be grounded in reality, with transparent logic and verifiable numbers.

For instance:

• Let’s say your call extension generates 100 additional calls per month.
• Out of these calls, your sales team converts 20% into paying customers.
• If your average customer value is $200, you generate $4,000 in revenue from these calls.
• Subtract the costs of the ads and any operational expenses to arrive at a clear ROI.

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Setting Up Call Extensions: A Step-by-Step Guide

To make the most of call extensions, you need to ensure they are set up correctly and tracked effectively. Here’s how:

1. Navigate to the Ad Extensions Tab: Log into your Google Ads account and select “Extensions” from the menu.
2. Add Call Extensions: Choose the "Call Extensions" option and input your business phone number.
3. Enable Call Reporting: Activate call reporting to track key metrics such as call duration, caller location, and conversions.
4. Set a Schedule: Specify when the call extension should appear to match your business hours.

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How CallShift AI Enhances Call Extensions

Here’s how our solution adds value:

• Filters Unqualified Leads: Gathers real-time customer data and filters out unqualified leads & existing customers upfront, saving your team valuable time.
• Delivers FAQ Responses: Provides simple and immediate FAQ answers autonomously, addressing common customer queries efficiently.
• Reschedules Missed Calls: Seamlessly reschedules missed calls into meetings with your sales team for qualified leads.
• Round-Robin Meetings: Sets up round-robin meeting types for different sales representatives, ensuring fair distribution of leads and workload.
• Integrates Effortlessly: Functioning like popular calendar booking apps such as Calendly, Cal.com, or Lemcal...

No lead is left behind. This process is automated, saving your team time and boosting productivity.

Imagine a prospect misses a call:

1. Capture Intent: Our system captures their intent and qualifies their needs.
2. Schedule a Meeting: Automatically offers a new meeting time, ensuring follow-up without manual effort.

This capability can amplify the effectiveness of call extensions by turning more inquiries into concrete opportunities, making it a game-changer for busy teams.

CallShift AI provides two essential solutions:

1. Seamless Call Handling Beyond Business Hours

Many businesses struggle with missed calls outside regular working hours. CallShift AI acts as a virtual receptionist, ensuring every call is answered—whether it’s early morning, late evening, or on weekends.

• Scenario: A real estate agency receives leads after 7 PM. CallShift AI captures these calls, collects key information, and schedules follow-ups.
• Result: Increased lead capture and a more seamless customer experience.

2. Call Tracking and Analytics

CallShift AI enables you to manage many phone numbers to provide detailed insights into your call performance:

• Identify which ads generate the most calls.
• Measure conversion rates from calls.
• Analyze call duration and quality to refine targeting

This data-driven approach helps marketing managers make informed decisions, ensuring every dollar spent on Google Ads delivers maximum ROI.

Case Study: Bonnie&Car - Auto Dealership

BonnieCar, a regional auto dealership, implemented Call Extensions with CallShift AI to target “buy used cars near me” searches. The results were compelling:

• 15% Revenue Growth: Extended call-handling hours captured leads that would have been missed.
• Improved Customer Satisfaction: 24/7 call coverage reduced wait times and improved customer experience.
• Actionable Insights: Call tracking revealed which keywords drove the highest-quality calls, allowing for better ad optimization.

Practical Tips for Adding Call Extensions

1. Set Call-Specific Conversions: Track calls as a conversion action in Google Ads to measure performance accurately.
2. Align Call Scheduling: Use call scheduling to show Call Extensions only during hours when you can handle calls—or let CallShift AI manage off-hours.
3. Combine with Other Extensions: Pair Call Extensions with location and site link extensions to provide a richer ad experience.
4. Monitor Performance: Regularly analyze metrics like call volume, conversion rates, and ROI to optimize your strategy.

Final Thoughts

Call Extensions can transform your Google Ads Ads campaigns, especially for high-intent, mobile-heavy audiences. By using the framework outlined above, you can confidently determine when to implement them while ensuring ROI positivity.

When paired with CallShift AI, Call Extensions become even more powerful. With 24/7 call handling and actionable insights, you’ll never miss a lead—and you’ll always know what’s driving your success.

Ready to take your campaigns to the next level? Start leveraging Call Extensions and CallShift AI today to boost engagement, increase conversions, and grow your revenue.