Google Ads Call-Only Campaigns: Strategy for High-Urgency Services

In the B2B SaaS world, we obsess over landing pages. In the High-Urgency Service world (Plumbers, Tow Trucks, Emergency Dentists, Locksmiths), landing pages are an obstacle. When a user has an Immediate Problem, they want an Immediate Solution. They do not want to fill out a form. They want to talk to a human. Call-Only Ads (now called "Call Ads") are mobile-only ads where the "Headline" is your phone number. One click initiates the call.

In this guide, we break down the Urgency Triggers, the "2-Line" Copy Framework, and how to track calls without losing data.

The Financial Logic of Call Ads

Website conversion rates are typically 5-10%. Call Ad conversion rates (Click-to-Call) can be 20-40%. Why? Friction elimination.

• Standard Path: Click Ad ($5) -> Load Page -> Find Number -> Dial -> Talk. (4 Drop-off points).
• Call Ad Path: Click Ad ($8) -> Confirm Dial -> Talk. (1 Drop-off point).

The Premium: Call Clicks (CPC) are usually 50-100% more expensive than standard clicks. But the Cost Per Acquisition (CPA) is often lower because the conversion rate is so high.

Theory: The "Intent" Filter

Call Ads only work for High-Urgency Intent.

• Good Keyword: "Emergency tow truck near me" (Needs help NOW).
• Bad Keyword: "How much does a tow truck cost" (Researching).

If you use Call Ads for research keywords, you will annoy users who just wanted to read a blog post but accidentally dialed your office.

Framework: The "2-Line" Copy

You have very little space. The Headline is the phone number. You get 2 "Business Name" lines and 2 Description lines. The Formula:

1. Business Name Line: Don't just put "Joe's Plumbing." Put "Joe's 24/7 Emergency Plumbing."
2. Description 1 (The Promise): "On-Site in 30 Minutes. No Hidden Fees."
3. Description 2 (The CTA): "Licensed & Insured. Call Now for Immediate Dispatch."

Execution: Setting Up a Call Campaign

1. Campaign Type: Search → Leads.
2. Goal: Phone Call Leads.
3. Ad Type: "Call Ad."
4. Verification URL: You must provide a "Verification URL" (your website) where the phone number is visible, so Google can verify you own the number.
5. Schedule: CRITICAL. Set your ad schedule to only run when your phone lines are answered.
   • Disaster Scenario: You run ads 24/7. User calls at 3 AM. Voicemail. You paid $50 for a click that hates you.

Advanced Strategy: "Call Extension" Hybrid

Call-Only Ads have one weakness: They don't give the user much info. Sometimes, users need a little reassurance before dialing. The Hybrid Strategy: Run a standard Responsive Search Ad with a Call Extension attached + a Location Extension.

• Benefit: The user sees your 4 headlines ("5-Star Rated," "Family Owned") AND the "Call" button.
• Bid Adjustment: Set a +20% bid adjustment for "Calls" in the campaign settings to prioritize the phone extension.

Case Study: The Locksmith Pivot

Client: National Locksmith Franchise Problem: High CPA ($60) on landing pages. Users were bouncing because the page loaded too slowly on 3G. Strategy:

1. Paused all Landing Page traffic for "Emergency" keywords.
2. Launched Call-Only Ads.
3. Copy: "Locked Out? We Open Doors in 15 Mins."
4. Result:
   • CPA dropped to $35.
   • Call Volume increased 3x.
   • Zero website load time issues.

Pitfalls to Avoid

1. The "Phantom Call" (1-Second Calls)

Google counts a "Click" when the dialer opens. It does not mean the user pressed "Call." This is called the "Phantom Click." Fix: You must set up Call Reporting. Go to Conversions → Settings. Set "Call Length" for conversion to 60 seconds. Only optimize for calls that last >1 minute (Quality leads).

2. Attribution Blindness

If you don't use a tracking number (Google Forwarding Number), you won't know which keyword drove the call. Fix: Always enable "Call Reporting" in account settings. Google will swap your number with a generic (800) number for tracking.

3. Desktop Impressions

Call-Only ads generally don't show on Desktop (because you can't click to dial). But sometimes Google shows them with a number to "manually dial." This is terrible. Fix: Set Device Bid Adjustment for Computers and Tablets to -100%. Force mobile only.

Summary

Call-Only Ads are the closest thing to "buying customers" directly. If you sell speed, sell it on the phone.

Your Call-Ad Checklist:

1. Verify your keywords are "High Urgency" only.
2. Set Ad Schedule to Business Hours only.
3. Set "Call Length" conversion goal to 60 seconds.
4. Bid adjust Desktop -100%.

Ring ring. Money.