Winning Call-Focused Ad Strategies
Google Pay per call ads need entirely different configurations than conventional PPC. Call-only campaigns with “Call Now” extensions generate 3X more conversions than regular text ads for legal pay per call offers. Geo-targeting is important—a 5-mile radius from service areas converts best for HVAC pay per call companies. Add schedule bidding on top to generate calls during business hours.
Negative keywords are your secret weapon. Exclude informational searches like “how to fix a leak” when running pay per call ads for plumbing, targeting commercial intent terms instead. Employ responsive search ads with several “call” calls to action. Always accompany ads with separate pay per call landing pages with one-click dial buttons. Employ call length minimums to qualify leads in high-dollars pay per call verticals such as insurance.
Campaign Types:
- Call-only campaigns
- Local service ads
- Performance Max w/call goals
- Discovery ads with call extensions
Optimizations:
- Set call length targets
- Use call conversion tracking
- Bid +20% for mobile users
- Pause underperforming geos
Precision Beats Spending:
The highest-performing pay per call Google Ads operators don’t merely generate calls—they generate the right calls. This means having precision surgery with audience targeting, using all the tools from device bid tweaks (customers converting on mobile 28% more quickly for pest control pay per call) to time-of-day scheduling. Beyond that, more sophisticated tactics like the integration of call recording enable you to examine what ad messaging truly causes the customer to call, rather than simply click.
