Google Call Ads and Location Ads: How to Get More Phone Calls and Visits From Google

For many local businesses, the best lead is still a phone call. A patient booking a physiotherapy session, a parent asking about coaching batches or a factory owner needing an urgent machine repair would rather call than fill a form. Google call ads, call assets and location assets are the tools that turn Google searches and Maps views into ringing phones and walk-ins. This guide explains how each works and how to track calls properly.

Quick Answer

To get phone calls from Google, add call assets to Search campaigns so a call button appears on mobile ads, link your Google Business Profile to show location assets with address and directions, schedule ads for staffed hours, and track calls as conversions using a minimum call length. Check which call-focused formats and Local Services Ads your account supports.

What Are Call Ads and Call Assets?

A call asset (formerly called a call extension) adds your phone number or a call button to a Google search ad. On mobile, tapping it calls your business directly, without visiting your website. It is the simplest way to invite calls from people already searching for your service.

Call ads, historically called call-only ads, were a separate format built only for calls, where tapping the ad itself dialled the business. Google has been steering advertisers away from this standalone format towards responsive search ads with call assets, so check what your account currently offers rather than relying on older tutorials. The principle is the same: make calling the easiest action for high-intent mobile searchers.

When call-focused ads make sense

• Urgent services: plumbers, electricians, AC and appliance repair, towing, pest control.
• Appointment-based services: clinics, dental practices, salons, physiotherapy.
• Considered purchases where buyers have questions: coaching centres, study-abroad consultancies, interior designers.
• B2B suppliers where buyers prefer to discuss specifications before ordering.

What Are Location Assets and How Do They Work?

A location asset shows your business address, distance, opening hours and a directions link alongside your ad. It is powered by your Google Business Profile, which you link to your Google Ads account. Location assets can appear on Google Search and Google Maps, helping nearby people choose you and find you.

For businesses with walk-in customers, such as a sweet shop, showroom or clinic in Jalandhar, location assets connect online searches with real visits. Keep your profile accurate first: correct pin, category, hours, photos and reviews. Our Google Business Profile optimisation checklist walks through each setting.

Affiliate location assets

Manufacturers whose products are sold through retail chains can use affiliate location assets to show nearby stores that stock their products. This is more relevant to brands distributed through large retailers than to single-location shops.

What About Local Services Ads and Performance Max for Stores?

Local Services Ads are a separate Google product for certain service categories, where businesses are screened and customers can call or message directly, often paying per lead. Availability depends on country and category, so check Google's official list before building a plan around them.

For businesses with physical locations, Performance Max can also optimise for store goals such as calls and direction requests when the account is eligible and linked to a Business Profile. Understand how Performance Max works before trying it, because it needs good tracking to perform well.

How Do You Set Up a Campaign That Drives Calls?

1. Start from a Search campaign with a leads or calls goal. The foundations are in our Google Ads search campaign setup guide.
2. Use location targeting by presence and a sensible radius or list of towns you actually serve, such as Jalandhar, Phagwara and Kapurthala.
3. Add a call asset with your main business number and turn on call reporting so calls can be measured.
4. Schedule the call asset for hours when someone can answer. A call button shown at midnight to an unstaffed shop wastes money and annoys customers.
5. Link your Google Business Profile and enable location assets.
6. Write ads that invite calls: "Call for same-day repair", "Speak to a counsellor now", "Call to book your appointment".
7. Increase focus on mobile if calls are your main goal, since most click-to-call actions happen on phones.

How Do You Track Phone Calls as Conversions?

Without tracking, you can't tell which keywords and ads produce calls, and smart bidding can't optimise for them. There are three main types of call conversion:

• Calls from ads: calls made directly from a call asset. With call reporting on, you can count calls longer than a minimum duration you choose as conversions, which filters out wrong numbers and hang-ups.
• Calls to a number on your website: tracked with a Google forwarding number where this feature is available. Where it isn't, track taps on click-to-call links as a conversion using Google Tag Manager.
• Clicks on your number on mobile websites: measured as click events, useful but weaker, because a tap doesn't prove the call connected.

For the tagging steps, see our conversion tracking guide. For the most accurate picture, also log which calls became customers and, when possible, import those outcomes back into Google Ads as offline conversions.

How Do You Make Sure Calls Turn Into Customers?

Advertising can make the phone ring; the business still has to answer well. Many ad budgets are wasted by missed or poorly handled calls.

• Answer quickly and consistently. Assign responsibility for the business line during ad hours.
• Use a simple call script: greet, ask what the caller needs, answer the main question, suggest a clear next step such as a visit or appointment.
• Follow up missed calls within the hour, and send details on WhatsApp if the caller prefers chat.
• Record the source. Ask "How did you find us?" and note it, even if tracking is in place.
• Review call quality weekly alongside search terms, so you can exclude searches that bring job-seekers, sales pitches or wrong-area calls.

What Mistakes Stop Call Campaigns From Working?

• Showing call buttons outside working hours.
• Using a number that is often busy or diverted to someone who doesn't know the services.
• Counting every call as a conversion, including very short or accidental ones.
• An outdated Google Business Profile with wrong hours or a misplaced map pin.
• Targeting a wide area when the business only serves a few nearby towns.

Key Takeaways

• Call assets put a call button on mobile search ads; location assets show address, distance and directions.
• A well-maintained Google Business Profile is the foundation for location assets and Maps visibility.
• Check which call formats, Local Services Ads and store goals your account and category support.
• Track calls with a minimum duration and connect them to real customers where possible.
• Schedule call ads for staffed hours and train whoever answers the phone.

Learn Local Google Ads at techcadd Jalandhar

At techcadd Jalandhar, learners set up call and location campaigns, link Google Business Profiles and configure call tracking on demo or live accounts. The digital marketing course in Jalandhar offers 3-, 6- and 9-month tracks, from Google Ads basics through advanced tracking to full-funnel and agency skills. You can also explore the local SEO and Google Business Profile course, or book a free demo class.

Frequently Asked Questions

What is the difference between call ads and call assets?

A call asset adds a phone number or call button to a regular search ad, so users can either click to your website or call. Call ads were a standalone format where tapping the ad itself dialled the business. Google has been moving advertisers towards search ads with call assets.

Can I show Google ads only when my shop is open?

Yes. Use an ad schedule on the campaign and a schedule on the call asset so ads and call buttons appear only during your working hours. This avoids paying for calls nobody can answer and prevents frustrated customers from calling a closed business.

Are Local Services Ads available in India?

Local Services Ads are offered only in selected countries and service categories, and availability changes over time. Check Google's official Local Services Ads help pages for the current list before planning. If they are not available for your category, use Search campaigns with call and location assets.

How do I know which keyword brought a phone call?

Turn on call reporting for your call assets and create a call conversion action in Google Ads. Calls from ads are then attributed to the campaign, ad group and keyword that triggered them, which lets you see which searches produce calls and optimise bids accordingly.

Do location assets need a Google Business Profile?

Yes. Standard location assets pull your address, hours and map details from a Google Business Profile linked to your Google Ads account. Keep that profile verified and accurate, because wrong hours or a misplaced pin will appear in your ads as well as on Maps.