When someone taps a call ad, their phone dials your business — there's no landing page in between. You pay per tap just like a click. Call ads are built for businesses where a phone conversation is the conversion: emergency services, legal intake, healthcare scheduling, and other urgent or high-consideration purchases.
To optimize call ads, you need to measure call quality, not just call volume. Google can count calls longer than a duration you set as conversions, and call-tracking platforms can pass qualified calls back to Google Ads so bidding favors the calls that become customers. Scheduling ads to run only when your phones are staffed is essential.
Example
A 24-hour towing company runs call ads so drivers stranded on the highway can reach a dispatcher with a single tap.
How Sloss Digital uses it
For phone-driven businesses, we pair call ads and call assets with call tracking and minimum-duration conversion rules, so Google optimizes toward real conversations rather than hang-ups.