Google Ads Call-Only Campaigns: The 'Urgency' Playbook (2024)

If your house is flooding, you don't want to read an "About Us" page. You want a human on the phone, now.

For high-urgency industries (HVAC, Legal, Towing, Healthcare), the website is effectively a barrier. Call-Only Campaigns (now called "Call Ads") skip the landing page entirely.

• User searches "Emergency Plumber."
• Ad appears with a giant "Call" button.
• User taps. Phone dials. Lead captured.

Part 1: Call Ads vs. Call Extensions

Call Extensions:

• A standard text ad with a small phone number link below it.
• Action: Clicking the headline goes to the website. Clicking the number dials.
• Use Case: General Business.

Call Ads:

• The entire ad IS the phone number.
• Action: Clicking anywhere on the headline triggers the dialer.
• Use Case: Emergency Services.

Part 2: The "Verified" Barrier

Google hates spam. To run Call Ads, you must prove you own the number.

1. HTML Verification: The phone number must be visible in text on your landing page.
2. Domain Verification: You must link your GSC account.
3. Unverified Numbers: Will be disapproved instantly.

Part 3: Bidding Strategy (CPA vs. ROAS)

The Challenge: A "Call" (2 seconds) is not a "Lead". Someone might tap "Call", realize it's the wrong number, and hang up. Google still charges you $50.

The Fix: You must set a "Call Duration" threshold for conversions.

• Settings: Conversions → Phone Calls.
• Threshold: Set to 60 Seconds.
• Logic: If they talk for less than 60 seconds, it doesn't count as a conversion. This prevents Smart Bidding from optimizing for hang-ups.

Part 4: The "Negative Audience" Trick

Who clicks "Call" buttons accidentally?

• People looking for "Customer Service" or "Refunds".
• Scenario: A current customer searches your brand name to find your support number. They click your ad. You pay $50. They complain about a bill.

The Fix:

1. Create a "Current Customers" list (Customer Match).
2. Exclude this list from your Call Only campaign.
3. Add "Support", "Service", "Login", "Returns" as Negative Keywords.

Summary

Call Ads are the highest-friction, highest-reward ad type. You are asking for a marriage proposal on the first date (a phone call).

• Targeting: Must be "Emergency" intent.
• Hours: Only run when you answer the phone.
• Tracking: Only count calls > 60 seconds.

If you optimize for "Click on Phone Number", you will go broke. Calculate the cost per Conversation.