All Phone Numbers In Mobile AdWords To Become Clickable

Google has long supported phone extensions, which allow advertisers to include clickable phone numbers in AdWords when they appear on mobile devices. Now, phone numbers in other parts of the ad creative will be clickable, as well, essentially creating phone extensions from ads that don’t necessarily have them activated.

The company announced the change  in a blog post Monday.

Clicks on a phone number in an ad will be charged at the same rate as a click to the web site. Advertisers will be able to segment their reports by click type. However, only phone extensions users can use vanity numbers, call-only creatives and call metrics reporting.

The change will be rolling out over time.

Related Topics: Channel: SEM | Google: AdWords | Google: Mobile


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • ESM

    I’m amazed Google did not tap into this revenue stream far sooner.
    Any ideas why they held of for so long?

    This was one of the best ways for advertisers to achieve low cost conversions at the expense of a lower CTR. Now that phone numbers become part of the CTR, advertisers will have to pay, but also may see better CPC. CPL performance. One thing is for sure, we won’t have to toggle phone number ads on and off in order to balance out our CTR and quality scores.

    Publishers will love this!
    Nothing erodes profits like a bunch of 1-800 adwords ads with no clicks on your website.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide