Generate More Inbound Calls with Google Ads: Strategies for Phone-Focused Lead Generation

When it comes to connecting with potential customers in real-time, phone calls are still king. A direct conversation can help you build trust, answer questions on the spot, and guide prospects toward a sale or service appointment more efficiently than email or chat. If your business thrives on phone leads—whether you’re a law firm, home services provider, or medical practice—you can use Google Ads to drive consistent inbound calls.

Here’s how to make the most of Google Ads for generating more inbound calls to your business.

Why Phone Leads Matter

Inbound calls aren’t just old-school relics in an era of digital communication. In many industries, a personal conversation can greatly increase the chances of turning a prospect into a paying customer. People often call when:

1. They Need Urgent Help
   Think of a plumber, locksmith, or emergency dentist. When something goes wrong, picking up the phone is often the fastest way to get support.
2. They Want Immediate Answers
   A thorough website or FAQ might address common questions, but some users prefer a direct conversation to clarify details—like pricing, appointment availability, or specific product features.
3. They’re Comparing Service Providers
   Shoppers for high-ticket services (like financial planning or legal consultations) may call multiple businesses to gauge responsiveness, expertise, and rapport. If your team can impress them quickly, you’ll likely convert them into a client.
4. They Don’t Like Filling Out Forms
   Some people simply dislike digital forms. A phone call may feel more personal, giving them confidence in your business.

By structuring your Google Ads strategy around generating inbound calls, you’re funneling these high-intent prospects directly to your team, ready to engage, answer questions, and secure a sale or consultation.

Setting Up Call-Focused Campaigns

One of the easiest ways to prioritize phone calls within Google Ads is by Call-Only Campaigns. These campaigns allow you to display ads that feature your phone number prominently, encouraging mobile users to call instead of visiting your website.

1. Call-Only Campaign Basics

• Mobile-Centric Design
  Call-only ads appear on devices that can make calls—primarily smartphones. When users tap your ad, it triggers the phone’s dialer with your number already loaded, removing extra steps.
• Ad Copy That Prioritizes Calls
  Where traditional ads might say “Learn More” or “Shop Now,” call-only ads can have CTAs like “Call for a Free Quote” or “Speak to Our Team Now.” This direct language sets the expectation that the user will be contacting you immediately.
• Optional Website Link
  While the core interaction is a phone call, you can still include a small website link for people who might want to check additional details before dialing. However, the main feature remains your phone number or call button.

2. Targeting and Bidding

• Use High-Intent Keywords
  Phrases like “emergency plumber near me” or “24/7 HVAC repair” imply someone is ready to call for urgent help. Even if your business isn’t in emergency services, you can still identify terms that indicate users are near the final stage of their decision process—like “lawyer consultation” or “free insurance quote by phone.”
• Geo-Target for Local Calls
  If you only serve certain areas, geotarget specific zip codes, cities, or regions. There’s little point paying for clicks (calls) from areas you can’t service.
• Manual or Automated Bidding
  For call-only campaigns, many businesses start with manual CPC to keep a tighter grip on costs, then transition to automated strategies like Target CPA once they gather enough data about call conversions.

3. Ad Schedule

• Show Ads During Business Hours
  One of the biggest pitfalls of call-focused ads is forgetting to schedule them. If your office closes at 5 p.m. but your ads keep running into the night, those phone calls may go unanswered—and you’ll pay for clicks (calls) that result in frustrated prospects.
• Consider Extended Hours
  If you do have after-hours staff or an answering service, feel free to keep ads running longer, but be sure you’re set up to handle inquiries effectively.

Call-only campaigns are a powerful gateway to inbound calls. They remove the friction of visiting a site, searching for your contact info, and dialing. Instead, the phone call is just one tap away.

Using Call Extensions and Other Ad Formats

Call-only campaigns aren’t the only way to boost inbound calls. Call extensions can be applied to standard search ads, giving users a phone icon or clickable number. This approach is especially useful if you also want clicks to your site but still value phone leads.

1. Call Extensions

• Click-to-Call Button
  These show up with your regular text ad, often highlighted by a small phone icon. Users can choose to either click the headline (visiting your site) or click the call extension to dial immediately.
• Device Preference
  By default, call extensions only appear on mobile devices (or sometimes tablets with calling capabilities). Desktop users may still see your phone number but can’t directly click-to-call.
• Set Up Conversion Tracking
  Google Ads allows you to track calls as conversions, either by counting call length (e.g., calls lasting more than 30 seconds) or by using a forwarding number from Google. This is critical for measuring your return on ad spend (ROAS) and optimizing future campaigns.

2. Location Extensions

If you have a brick-and-mortar location, location extensions can also encourage calls. They show your address, a map, and often include a phone number button. People searching for local businesses might prefer to call first, especially if they have questions about hours, inventory, or appointment availability.

3. Sitelink Extensions with Call Focus

Sitelink extensions typically direct users to specific pages on your website, but you can also craft sitelinks that highlight phone-based services:

• “Schedule a Call”
• “24/7 Hotline”
• “Call for Free Consultation”

Though these still take users to your site, the messaging steers them toward calling once they arrive.

Crafting Ad Copy That Drives Calls

When focusing on generating inbound calls, your ad copy should leave no doubt about what action users should take. It should also reinforce why calling is beneficial—perhaps they’ll get immediate service, speak to an expert, or unlock a special offer.

1. Direct Call-to-Action

• “Call Now for a Free Quote”
• “Speak to a Specialist Today”
• “24/7 Service—Call Anytime”

Including an explicit mention of calling in your headline or description can significantly boost your call-through rate (the percentage of ad impressions that lead to a phone call).

2. Emphasize Benefits of Calling

Give prospects a reason to pick up the phone besides “just because.” For instance:

• Fast Response: “Answers in Under 2 Minutes”
• Expert Advice: “Talk Directly to a Certified Mechanic”
• No Obligation: “Free Consultation—No Pressure to Purchase”

3. Location and Trust Signals

If you serve a local community, highlight that:

• “Locally Owned in [City Name]”
• “Serving [Area Name] Since 1990”

Combine this with trust markers like ratings, reviews, or certifications:

• “A+ BBB Rating”
• “5-Star Rated on Google”

By weaving these details into your ad copy, you give callers confidence that they’re contacting a legitimate, reputable business.

Tracking Phone Calls as Conversions

To gauge the success of your phone-focused efforts, it’s essential to track phone calls the same way you track form submissions or ecommerce sales.

1. Call Tracking Options

• Google Forwarding Number
  Google can generate a unique forwarding number that routes calls to your real number. This allows you to see details like call duration, call start time, and even caller area code. When a call meets certain criteria (e.g., lasts over 30 seconds), it counts as a conversion in Google Ads.
• Third-Party Call Tracking Services
  Platforms like CallRail, Invoca, or CallTrackingMetrics let you set up dynamic numbers, record calls for quality assurance, and provide robust reporting. You can feed this data back into Google Ads for deeper insights.

2. Setting Conversion Criteria

What constitutes a conversion-worthy call will vary by business. For instance:

• Minimum Call Length: If you know serious leads usually spend at least 45 seconds on the phone, set your threshold accordingly. Very short calls might be hang-ups or wrong numbers.
• Call Start Times: You might only count calls during your business hours as conversions if after-hours calls don’t lead to sales or bookings.

3. Offline Follow-Up

For B2B or high-value services, a call might be the first step in a longer sales cycle. It’s wise to record call details in your CRM—like lead quality or whether it led to a consultation or sale. Then, you can import offline conversions back into Google Ads to see which campaigns or keywords truly drive revenue.

Remarketing to Drive More Calls

Not everyone will call you on their first interaction. Some might explore your site or click an ad for more information, then leave. Through remarketing (or retargeting), you can remind these people of your phone-based services and prompt them to pick up the phone.

1. Website Visitors

Show display or search remarketing ads to users who visited your site’s contact or service pages but didn’t call. Tailor your messaging:

• “Still Have Questions? Call Us Anytime”
• “Need Help Choosing? Our Experts Are Available”

2. Call-Only Remarketing

If someone has already engaged with a call-only ad but didn’t actually complete the call, you can re-engage them with another call-focused message. This might require building audience lists based on ad interactions or page visits.

3. Using Video or Social Remarketing

Many people discover your brand through various channels—YouTube, social media, or blog content. Reinforce the message that they can easily reach you by phone. A quick video ad or social post can highlight the convenience and benefits of calling, especially if your service is time-sensitive or specialized.

Optimizing Landing Pages for Callers

In some cases, you’ll still drive users to a landing page—especially if you’re running standard search ads rather than call-only ads. Even then, you can design that landing page to nudge visitors toward calling rather than just filling out a form.

1. Prominent Phone Number

Place your phone number in a large, clickable format at the top of the page (especially on mobile). Don’t bury it in the footer or a “Contact Us” link.

2. Clear Reason to Call

Explain what callers get by picking up the phone:

• Immediate assistance
• A free consultation or quote
• Personalized recommendations

3. Trust Signals

Just like with ad copy, your landing page should reinforce credibility. Display customer reviews, ratings, and any security or accreditation badges near the phone number or call-to-action (CTA) button.

4. Alternative CTA Options

Some users may not be ready to call immediately. Offer a secondary action like a quick form or a downloadable guide, capturing leads who might later be converted to phone calls through remarketing or follow-up emails.

Analyzing Data to Fine-Tune Your Phone Strategy

Data-driven optimization is crucial for all marketing campaigns, and phone-centric strategies are no exception. By studying call metrics, you can spot trends, reallocate budgets, and continuously improve.

1. Call Volume by Keyword

Check which keywords lead to the highest volume of calls. Do certain product or service terms yield short, unfruitful calls? Do brand-related keywords produce longer, more promising leads? Use this insight to adjust bids and possibly refine your negative keyword list.

2. Call Conversion Rate

Compare the number of calls vs. total ad clicks or impressions (in the case of call-only ads). If your call conversion rate dips, evaluate your ad copy, keyword relevance, or call extension visibility.

3. Call Duration and Outcome

• Short Calls: Calls under 10 or 20 seconds might indicate accidental taps or immediate disqualification. Revisit your ad copy or targeting to ensure you’re attracting the right callers.
• Medium-Length Calls: Often, these are legitimate inquiries. If they’re not resulting in sales, maybe your team needs better call handling or a clearer script.
• Long Calls: Generally reflect serious leads. Celebrate—and learn from—whatever’s working well here to replicate it.

4. Time of Day/Day of Week

Perhaps you notice more calls on Tuesday mornings and fewer on Friday afternoons. Adjust your ad schedule and bids accordingly. If you have staff availability issues during certain periods, tweak your schedule so calls come when your team can handle them best.

Balancing Call-Driven and Web-Driven Leads

While calls may be your priority, there are still prospective customers who prefer digital interactions. Balancing your approach ensures you capture all valuable leads.

1. Dedicated Campaigns for Both
   Running a call-only campaign alongside a standard search campaign can help you track which audience segments respond better to phone calls vs. website visits.
2. Dual CTA Landing Pages
   On a single landing page, have both a “Call Now” button (especially on mobile) and a short lead form. People who might be hesitant to call can still reach out in a way that’s comfortable for them.
3. Measure ROI for Each Channel
   If phone calls close faster and yield higher purchase amounts, it makes sense to invest more in your call-centric campaigns. But if form leads are more cost-effective overall, you might allocate budget accordingly. The key is to keep monitoring performance.

Training Your Team to Handle More Calls

Bringing more inbound calls is only half the battle—you also need staff or systems to manage them efficiently and professionally, or you risk wasting the leads your Google Ads campaigns generate.

1. Establish a Call Flow or Script
   While you don’t want staff to sound robotic, a basic script ensures they gather vital information (like name, location, service interest) and consistently present your brand’s offers or benefits.
2. Emphasize Tone and Customer Service
   First impressions matter. Train your call handlers to be polite, solution-oriented, and empathetic. This can significantly increase the caller’s likelihood of moving forward.
3. Minimize Hold Times
   If callers are stuck on hold or repeatedly transferred, they might hang up and call a competitor. Ensure your team is appropriately staffed, especially during peak hours.
4. Document and Follow-up
   For calls that don’t result in an immediate purchase, have a process for follow-ups—like scheduling another call, emailing a proposal, or setting a reminder to check-in. This transforms potential lost leads into second-chance opportunities.

Expanding with Display and YouTube for Call Awareness

Although call extensions and call-only ads appear on the Google Search Network, you can also use the Display Network and YouTube to raise awareness that calling is your preferred contact method.

• Display Banners
  Highlight your phone number or a short tagline: “Call for a Free 15-Minute Consultation.” This can be especially effective for remarketing audiences who’ve visited your site but haven’t called.
• YouTube Video Ads
  A short 15- or 30-second clip can briefly introduce your services and invite viewers to call for more info. Include the phone number in the video ad itself and in the clickable overlay.

This omnichannel approach ensures people repeatedly see your brand’s phone-based CTA, familiarizing them with the idea that calling is simple, direct, and effective.

Staying Compliant and Respecting Caller Privacy

Telephone marketing comes with its own set of regulations, especially if you’re in specific industries like healthcare, finance, or legal services. Even if you aren’t in a heavily regulated field, be mindful of the following:

1. Consent
   Don’t auto-enroll callers in SMS marketing or further phone solicitations without their permission.
2. Recording Calls
   Many states or countries require both parties to consent before call recording. If you’re recording, let callers know up front.
3. Call-Only Ads and Google Policies
   Google has rules against promoting certain services or using misleading tactics. Ensure your ad copy is transparent about who you are and what you offer.

Respect for privacy and local regulations not only keeps you legally safe but also builds consumer trust—essential for a phone-driven strategy.

Final Thoughts

Generating inbound calls with Google Ads can be an exceptionally effective lead-generation strategy, especially if you offer services or products that benefit from immediate, person-to-person interaction. By leveraging call-only campaigns, call extensions, and remarketing, you can encourage more prospects to pick up the phone at the exact moment they’re ready to engage.

However, success hinges on more than just ad setup. Your phone handling protocols, staff training, and follow-up processes all play a critical role in converting callers into loyal, paying customers. Track every call through proper conversion setup, analyze performance data, and refine your keywords and bidding strategies for maximum impact. With the right blend of focused ad tactics and stellar call experiences, you’ll cultivate a reliable stream of high-intent, inbound phone leads that drive real growth for your business.