[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/aokmarketing.com\/how-to-optimize-call-only-campaigns-in-adwords\/#BlogPosting","mainEntityOfPage":"https:\/\/aokmarketing.com\/how-to-optimize-call-only-campaigns-in-adwords\/","headline":"How To Optimize Call Only Campaigns in AdWords","name":"How To Optimize Call Only Campaigns in AdWords","description":"  A couple of months ago, Google launched “Call Only” campaigns. \u00a0In this short period of time, here are our key takeaways: #1 – Ads are mobile only (a bit obvious, but has to be stated). #2 – People will be connected to you without ever having visited your website. #3 – Geo target according … Continue reading How To Optimize Call Only Campaigns in AdWords<\/span><\/a>","datePublished":"2015-06-30","dateModified":"2026-04-16","author":{"@type":"Person","@id":"https:\/\/aokmarketing.com\/author\/dave-burnett\/#Person","name":"Dave Burnett","url":"https:\/\/aokmarketing.com\/author\/dave-burnett\/","identifier":5,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7d9ce54bf7884db06c868d4c3d9f401d81cecc940d6403409642a6a34d06caa8?s=96&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"AOK Marketing","logo":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2025\/07\/AOK-Marketing-Logo.png","width":126,"height":53}},"image":{"@type":"ImageObject","@id":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2015\/06\/multiple-locations.png","url":"https:\/\/aokmarketing.com\/wp-content\/uploads\/2015\/06\/multiple-locations.png","height":172,"width":173},"url":"https:\/\/aokmarketing.com\/how-to-optimize-call-only-campaigns-in-adwords\/","about":["Adwords","AdWords Fixes","PPC - Pay Per Click Marketing","Search Engine Marketing (SEM)","Search Marketing"],"wordCount":1575,"articleBody":" A couple of months ago, Google launched “Call Only” campaigns. \u00a0In this short period of time, here are our key takeaways:#1 – Ads are mobile only (a bit obvious, but has to be stated).#2 – People will be connected to you without ever having visited your website.#3 – Geo target according to the number you’re using.#4 – Bid to show in spot #1.#5 – Optimize your ad text to get the click.#6 – Set up a call only campaign, even if your site is terrible.#7 – Most importantly: Advertise when you’ll answer the phone! How to add a Call Only Campaign?Call Only campaigns can be found under the campaign tabs with all the other campaign types, but it’s a little hidden. To find it, add a new search network only campaign and it will show up on the right is one of your campaign options.Call Only Add CampaignSo what is a Call Only Campaign?A call only campaign is a campaign that’s targeted specifically at mobile devices. \u00a0When people on their mobile devices click on your ad they will immediately be connected to you via phone. \u00a0This is different from regular text only ads where they will be directed to a landing page on your website. \u00a0A call only campaign completely skips this process and connects them directly to you.Two key points to highlight there: #1\u00a0–\u00a0mobile only. \u00a0#2 – they will be connected to you without ever having visited your website.As I’m going through these tips below please keep in mind that you should continue utilizing best practices one setting up your call only campaign. \u00a0Think of this campaign type is another text only campaign, and use proper campaign structure, ad groups, and keyword distributions when setting it up.5 Call Only Campaign Tips1. Call Only Location Targeting – Target the geography that matters to you!The current default targeting depends on how your account was set up. \u00a0 If\u00a0United States for example the default will be to target all of the United States. \u00a0This may or may not fit with your particular campaign strategy, but if you are a local business you should definitely narrow down the focus to your local geographic area where you will actually service customers.You should also bear in mind what phone number you are optimizing for: is it a toll free, or a local number? \u00a0If you are using a local number like a 212 or a 646 area code, both of which are based in New York City, it doesn’t make sense to advertise those numbers in Los Angeles. \u00a0Use a toll-free number in that case if that kind of targeting applies to you.Bottom Line: Using a local number, focus on local geographic targeting.2. Bid Strategy – Bid to show!You can choose from one of several bid strategies: Maximize Clicks, Target CPA, Target Return On Ad Spend, Target Search Page Location, Target Outranking Share, Manual CPC.We recommend that you determine your bid strategy based on your goals, but bottom line use Manual CPC or Target Search Page Location. \u00a0If you choose the default – Maximize Clicks – you cannot choose your ad scheduling. \u00a0Automatic bidding campaigns automatically choose when the time to best serve your ads. \u00a0If you don’t feel comfortable with this and you want to change your ad scheduling to reflect your exact business hours then choose a manual CPC campaign.Call Only Maximize ClicksA second point of note is we’ve discovered is the ‘Maximize clicks’ doesn’t always work. \u00a0It seems to go through a Call Only learning stage that can take days or weeks. \u00a0It sets an auto bid level that is difficult to understand, and as a result we haven’t had much success with this strategy. \u00a0This is in addition to the fact you give up all bid control to the machine, and with something as important as bids, you want some control.An interesting trick that we are testing is mobile bid adjustments. \u00a0You have the ability to adjust your bids with a bid adjustment, either positive or negative. \u00a0We’re finding great CTR’s (click through rates)\u00a0in campaigns that have a mobile bid adjustment increase of 50% or more. \u00a0This gives you some control, yet also allows for flexibility in a competitive auction.Bottom Line: Manual CPC has worked the best for our campaigns to date due to the fact the ads are actually showing, and generating clicks and positive ROI, but this may change over time.3. Ad Text\u00a0– Get the click!You can learn how to write a great call only ad using the tips from Google. \u00a0You will be asked for:Your business name (25 Characters)Your phone number (be sure to choose your country)Two lines of description text (35 Characters)A display URL (35 Characters)An optional verification URL. This is the URL of a webpage that includes your business phone number.All of these fields are eligible to be hidden when your ad appears on mobile phones, in order to make the most of the smaller screen space on these devices. \u00a0This means you have to take into account each line of text you write and make sure that make sense on its own.Optimize your display URL in addition to your ad text. \u00a0Every character counts.Call Only Ad Text USAIf you are adding an ad in most other countries, the call forwarding option isn’t there. \u00a0You would use the setting as though you were just using your own number.Call Only Ad Text Other CountriesWhat we’ve learned is it’s just as important to write good quality text and to have a descriptive destination URL to help get people to click on your ad. \u00a0Keep in mind the goal of the ad is to get click and in this case that the phone call. \u00a0Your text should be relevant have good calls to action and yet still fit in the limited number of characters available.Bottom Line: You lose your headline, and your display URL should be optimized to get the click.4. Call Only Ad Scheduling – Advertise when\u00a0you’ll answer the phone!As mentioned above in the bidding strategy, if you select maximize clicks which is the recommended setting for call only campaigns you will not have the ability to be able to optimize for your business hours. \u00a0The last thing you want to do is pay for clicks when you are not available in the office so keep\u00a0in mind that if you choose a manual CPC bidding strategy you will be able to control when your ads are shown.Call Only Ad SchedulingBottom Line: Control when your ads show.5.\u00a0Call Only Keywords – and Quality Score!One of the most interesting things about a call only campaign is your website. \u00a0Or to clarify, it doesn’t really matter what your website looks like. \u00a0You can have a website built back in the ’90’s and still be able to advertise.From a quality score perspective, it does matter that you bid on keywords that are relevant and applicable to your website offering. \u00a0In case you didn’t know your\u00a0quality score\u00a0determines how high you rank in the auction. \u00a0If you are willing to bid high\u00a0enough to offset your site’s shortcomings in quality score, you should be able to climb to the top\u00a0of the auction and get some calls.The reason I said it doesn’t matter what your site looks like is people, if they click on your ad, will never actually see your website. \u00a0They will just immediately be connected to you via phone. \u00a0All you need to do is maintain your contact page that has the number for verification purposes and all of a sudden you can be competitive with your ads\u00a0despite an old or outdated website.\u00a0 No evaluation, just click to call!Your Call Only ads competes in the SERP (Search Engine Results Page) for real estate with text ads. \u00a0But only on mobile phones. \u00a0The best success rates we found to date have been in bidding and positioning our call only ads in position number one. \u00a0Any ads that are showing up with an average position of 2.0 or higher are getting very low click through rates. \u00a0This makes sense when you think about it because of your on your mobile phone and looking for a specific solution to a problem. \u00a0When you find that solution and click on it, and if someone answers\u00a0the phone and can solve your problem, you never go back to search again and click on number two.One last thing to keep in mind is don’t forget about adding lots of negative keywords. \u00a0People search differently on their mobile devices and you have to keep that in mind when you’re targeting them. \u00a0Call only clicks won’t be cheap so you have to keep on top of your negative keyword list to make sure every dollars being spent the most effective way possible.Bottom Line: You can bid for important keywords, even if your site sucks. Key Call Only Campaign Takeaways:#1\u00a0– Ads are mobile only.#2 – People will be\u00a0connected to you without ever having visited your website.#3 – Geo target according to the number you’re using.#4 – Bid to show in spot #1.#5 – Optimize your ad text to get the click.#6 – Set up a call only campaign, even if your site is terrible.#7 – Most importantly: Advertise when\u00a0you’ll answer the phone!"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"How To Optimize Call Only Campaigns in AdWords","item":"https:\/\/aokmarketing.com\/how-to-optimize-call-only-campaigns-in-adwords\/#breadcrumbitem"}]}]