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.