So, one of our responsibilities in paid search consulting is to help explain these things and the benefits. Call extensions are awesome! Call extensions are especially important on mobile device ads. They will give your ad a “click to call” button next to your ad. This will allow the user to bypass the click to your site and call you directly. This can be a great user experience, since the user won’t have to go to your site, then search for a phone number to call.
Call extensions help to increase your click through rates on search ads by 6-8% (according to Google stats). This increase in CTR has also been shown to increase quality score. Increasing quality scores lead to achieving a lower CPC. So, extensions in effect increase your QS and give you a lower CPC. So, why not?
1. Call extensions actually do show on some display campaigns. Don’t forget to add call extensions to all campaign types.
2. Also, if call extensions are used in conjunction with location extensions, note that call extension phone number will override the phone number you may input in the location extension.