Google Ads Assets, formerly known as extensions, expand your ad with additional information and can give your ad greater visibility and prominence on the search results page. Among the various ad assets available in Google Ads such as sitelinks, structured snippets, callout assets, and promotion assets, Call assets stand out as a valuable asset for businesses looking to enhance customer engagement. In this blog post, we’ll explore how Google Ads Call assets can be leveraged to drive customer engagement effectively.

What are Call Assets?

Google Ads Call assets allow advertisers to display a phone number alongside their paid ads in search engine results and on other Google advertising platforms. These assets make it easier for potential customers to contact a business directly by phone, increasing the chances of conversions and engagement. When users click on the call extension, it initiates a call to the advertiser’s phone number, streamlining the process for users to connect with the business and inquire about products or services. Call assets are especially valuable for businesses that rely on phone calls as a primary means of customer communication and conversion.

Call Asset Example

How to Add Call Assets in Google Ads?

  1. Access Your Campaigns – Click on the campaign where you want to add call assets or create a new campaign if you don’t have one already.
  2. Navigate to the Ad Assets TabOn the left-hand side menu, click on “Ads & assets. Select “assets” from the dropdown. Click on the blue “+.” button to create a new call asset.
  3. Fill in the Asset Details – Now, you’ll be prompted to fill in the details for your call asset:
    1. Phone number: Enter the phone number you want customers to call.
    2. Country code: Select the appropriate country code for your phone number
  4. Schedule Your Call Asset (Optional) – You have the option to set specific times when the call extension will be visible. If you want your call extension to show only during business hours, click the “Advanced options” and select “Create a custom schedule.
  5. Save, Review and ConfirmReview the information you’ve entered for accuracy and make any necessary changes. Once you’re satisfied with your call extension settings, click save.
  6. Monitor and OptimiseAfter setting up your call extension, monitor its performance. Track the number of calls, click-through rates, and other relevant metrics.

The Difference Between Call Assets and Call Ads

While both Google Call Assets and Call Ads are designed to drive phone calls, the key difference lies in their format and usage. Call assets are added to existing text ads, allowing users to either call or visit your website. Call ads are a dedicated ad format designed specifically for encouraging phone calls, with no option to visit a website when clicked. Your choice between the two depends on your advertising goals and whether you want to drive calls alongside website visits or prioritise phone calls as the primary conversion action.

When to Use Google Call Assets

Call Assets can be beneficial to all campaigns, but are especially valuable for local campaigns and those targeting mobile. It’s crucial to emphasise that if your campaign involves a substantial volume of calls, it’s essential to establish PPC tracking mechanisms for this action. Here is how you can set up call tracking.


Google Ads Call assets are a powerful tool for driving customer engagement and improving your online advertising efforts. By providing a direct line of communication to your business, you can cater to the needs of potential customers more effectively, ultimately leading to increased conversions and business growth.

If you’re looking for any further advice on how you can best use Call Assets in your Google ads account, get in touch with our expert team.