There are several PPC factors that need to work in tandem for a business to be able to generate leads including Targeted keywords, Ad copy, Extensions, Landing pages, and more. There are, however, some businesses that are dependent on high call volume to get their registers ringing, while others just prefer to offer their services via the phone (versus relying on their website alone). Whatever the reason may be, Google’s Call-Only Campaign can help you get calls from clicks that can eventually lead to better ROI.

So what is a Call-Only Campaign? Simply explained, it's a Google Ad for your business/service where the number headlines the Ad, (these appear on devices that can make calls – usually a mobile phone). When a user clicks on the call/ phone icon in the ad, instead of the ad taking the user to your website, the click connects them to you by phone instantly.  This leads to faster call generation and also helps you connect with a customer directly rather than having them land on your website> then read the content> and then slowly flow/ filter into your web-based sales funnels i.e., contact forms, phone numbers, live chat, etc. The Call-Only Campaign Ads allows a direct engagement with your potential customer through the phone/mobile thereby increasing the chances of somebody calling. However, since they have not been to your website and know very little about your firm… lead quality is something that needs to be a focus. 

The below image is an example of a Google Call-Only Ad Campaign.

Before starting a Call-Only Campaign, you need to Evaluate your textual search campaign since Call-Only Campaigns are substantially more expensive per click. 

A: You need to make sure that your Campaign headlines are relevant and are focused towards the audience/customer that you want to reach out to. 

B: You need to ensure that your keywords are specific to your desired campaign results.

C: You need to ensure that you have staff in place to handle the inflow of calls (otherwise it's just calls ringing with no response, and you're losing money). It is generally recommended that your Call-Only Campaign Ads are run during the working hours of your business to ensure maximum response and conversion via a real-time answering of the phone and not calls going to voicemail.

The Call-Only Campaign, has two parts that show up on the Ad:

• Structured Snippet which basically shows the types of services or products a business offers. For example car buffing, car repair etc.

Below is an example of a Structured Snippet

1. Callout extensions are basically the unique selling points of the business. For example, if it's a Dentist we can say the following: certified dentist, emergency services, 24·7 open, etc.

Below is an example of  Callout extensions 

Once you have all the relevant details in place, you can assign a contact number that you would like displayed on the Ad. A call tracking software can help you track the number of calls received, and you can self-evaluate what your success ratio per call is through the software and by listening to the recordings that are lead attributed to this campaign.

Continually optimizing the parameters of your Google Ad Campaigns will ensure you get the quality of your calls on point. Remember Google charges you per click and Call-Only Campaigns are usually the most expensive per click scenario. That said, your business can benefit immensely from Call-Only Campaign Ads. As a part of our digital marketing services, The Digital WOW powered by Consult PR.net helps clients obtain more leads from calls leading to a highly measurable ROI.  A Call-Only Campaign can be set up as a one-time investment for a few hundred dollars, or can be a part of our à la carte services. https://www.consultpr.net/contact-cpr.