Source: https://oguzerol.com/en/call-focused-ads/ Google Ads # Call-Focused Ads | Converting Straight to the Phone [Oğuz Erol](https://oguzerol.com/en/about-me/) | 3 min read Call-focused ads send the user straight to a phone call instead of to your website. Someone tapping the ad goes to the dialler without opening a browser. For urgent-need businesses this is the shortest path. ## Who it is right for It makes sense where decisions are made quickly and settled by talking: locksmiths, vehicle recovery, plumbing, urgent healthcare, appointment-based clinics. The user does not want to read a page, they want to describe their problem. Conversely, for businesses requiring comparison, price and feature research, going through the site works better. Forcing a user into a conversation they are not ready for does not produce conversions. ## Opening hours are critical The most common mistake in this campaign type is running ads when nobody answers the phone. Every unanswered call is a customer paid for and lost. Ad schedules must align with the hours the phone is genuinely answered. In businesses working on a rota this matters even more. The hourly distribution of calls also shows which hours justify raising bids. ## Measurement In call campaigns conversions can be measured directly in Google Ads: calls exceeding a set duration count as conversions. The threshold should fit your business — low where appointments are booked quickly, higher where calls need longer conversation. Calls coming from the number on your site require a separate setup; I cover that on the [call conversion tracking](https://oguzerol.com/en/call-conversion-tracking/) page. Measuring the two sources separately shows which is more efficient. ## Reducing low-quality calls Not every call is a customer. Stating your service scope and coverage area clearly in the ad copy eliminates some wrong calls up front. If out-of-scope enquiries repeat, they go into the [negative keyword](https://oguzerol.com/en/negative-keyword-management/) list. Limiting geographic targeting to the area you actually serve does the same job; that setting is left too wide in most local accounts. **How do we start?** First we discuss how your customers get in touch and when the phone is answered. I send the campaign and measurement plan in writing. You can reach me from the [contact page](https://oguzerol.com/en/contact/). ## Frequently Asked Questions ### Is a call campaign the same as a call extension? No. A call extension adds a phone option to a normal search ad; in a call campaign the ad’s only goal is the call and no website link is shown. ### Which should I use? They can run together. Call campaigns work better on urgent-intent keywords, while site-focused campaigns with call extensions work better on research-intent keywords. ### Who will answer the calls? That is the precondition for this campaign. Without the capacity to answer, the budget is wasted; I make sure that capacity genuinely exists before launching. [Back to top ↑](https://oguzerol.com/en/call-focused-ads/#icerik) ## You may also find these useful [Call Conversion Tracking | Measuring Phone EnquiriesIf customers convert by calling and that is not measured, campaigns look worse than they are. Call tracking setup and filtering low-quality calls.](https://oguzerol.com/en/call-conversion-tracking/)[What Is Conversion Tracking | The Base of MeasurementConversion tracking is the only mechanism that shows whether your ad is actually working. How it works, what should count, why it silently breaks.](https://oguzerol.com/en/what-is-conversion-tracking/)[Form Conversion Tracking | Measure Incoming LeadsIf form submissions are not measured, ad budget is spent blind. How to set up form conversions and prevent double counting and spam submissions.](https://oguzerol.com/en/form-conversion-tracking/) [Browse all articles →](https://oguzerol.com/en/articles/) WHAT YOU CAN ASK FOR ## How do I work? Work-hour packages Tell me about your business and what you need on WhatsApp or by phone; we agree on **a work block of somewhere between 5 and 40 hours** and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend leaves a lasting result in your business. We keep going for as long as you find it useful. WORK BLOCKS ## Why not monthly? Is 40 hours a week? On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back. 5hours300€ + VAT60€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%205-hour%20work%20block.) 10hours500€ + VAT50€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%2010-hour%20work%20block.) 20hours800€ + VAT40€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%2020-hour%20work%20block.) 40hours1,400€ + VAT35€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%2040-hour%20work%20block.)