Google has made it easier than ever for advertisers to measure calls generated by AdWords. Using the technology behind Google Voice, call metrics assigns your campaign a unique phone number which is automatically inserted into your ad on both desktop and high-end mobile devices, where the number is clickable.
When a user calls the number in your ad, the call is automatically routed to your business, and AdWords notes that this call took place. Then, when you look at your AdWords reports, you’ll see the number of calls generated by each campaign, call duration, and in the near future, caller area code. You’ll still only pay for clicks on your ads, but we intend to charge for call metrics in the future.
Once you know where your calls are coming from, you can refine your marketing strategy to make sure you’re getting the most out of your ads. For example, you could test different ad text variations to see which results in the most calls or reallocate budget to campaigns that truly bring you the highest ROI.
For more information, check out Google’s blog post.