When running Google Ads, driving phone calls can be one of the most effective ways to connect with potential customers and close deals quickly. For service-based businesses, where immediate contact can translate to conversions, optimizing your bidding strategy to generate more calls is crucial. Here, we’ll dive into the best Google Ads bidding strategy for 2025 that help you generate more phone calls while keeping your ad spend efficient.
What is Call-Only Campaign?
A Call-Only Google Ads Campaign is a specialized advertising format designed to encourage users to call a business directly from their mobile devices, rather than visiting a website or landing page. These ads appear prominently on Google Search results with a clickable phone number and a “Call” button, making it easy for users to connect with businesses. This campaign type is particularly effective for businesses where phone interactions are crucial, such as local service providers, law firms, healthcare practices, or emergency services. Call-only ads allow advertisers to bid on keywords relevant to their business, ensuring their ads are shown to potential customers who are actively searching for their services. The ad’s text includes a compelling headline, a business name, and a description that emphasizes why the user should call.
The main advantage of call-only campaigns is their ability to drive high-intent leads who are ready to take action. Unlike other ad formats that rely on website visits, these campaigns focus solely on driving phone calls, which can often lead to higher conversion rates and a faster sales process. Advertisers can also use call extensions, call tracking, and scheduling to optimize performance and ensure calls are directed to the right team during business hours. This campaign type is ideal for businesses looking to boost direct customer engagement and streamline their lead-generation efforts.
Why Focus on Call-Based Campaigns?
As I mentioned earlier call-based campaigns are highly effective for service-based businesses like plumbers, electricians, lawyers, and medical/dental practices, where direct interaction is essential. Calls often result in higher-quality leads because they represent prospects who are ready to take action. By tailoring your bidding strategy, you can focus your Google Ads budget on driving phone calls instead of clicks that may not convert.
Here are the top benefits of call-based campaigns on Google Ads:
1. Direct Connection with Potential Customers
- Call-based campaigns encourage users to call directly, creating an immediate connection. This is especially valuable for local businesses offering urgent or service-based solutions like plumbing, legal advice, or medical appointments.
2. Higher Intent Leads
People who make a call often have high purchasing intent, as they are ready to engage and inquire about a product or service. This can result in higher conversion rates.
3. Improved Customer Interaction
Direct phone calls allow businesses to provide personalized assistance, resolve queries in real time, and build trust with potential customers.
4. Shortened Sales Funnel
Call campaigns eliminate the need for multiple steps in the buyer journey (e.g., form submissions or email follow-ups), leading to quicker decision-making and conversions.
5. Mobile-First Advantage
With the growth of mobile device usage, call ads make it easy for users to take immediate action by tapping to call directly from their smartphones.
6. Trackable Performance Metrics
Google Ads provides detailed analytics for call campaigns, including call duration, call start times, and conversion tracking, making it easier to measure ROI and optimize performance.
7. Increased Trust and Credibility
Displaying a phone number in ads reassures customers that they can reach a real person, enhancing brand credibility.
8. Cost-Effective Advertising
You only pay for calls (or clicks leading to calls), ensuring that your ad spend focuses on leads that have the potential to convert.
9. Customization for Local Campaigns
Call-based campaigns are highly effective for targeting local audiences, especially when combined with location extensions and local keywords.
10. Optimized for Voice Search
With the rise of voice search, call ads align well with users who search for “near me” services or specific queries with high intent to call.
With the right campaign type selected, the next step is to choose the best bidding strategy for generating phone calls.
Recommended Bidding Strategy for Generating More Calls
Google Ads offers various bidding strategies, but not all are equally effective for call-driven campaigns. Let’s explore the best option:
Maximize Conversions
The “Maximize Conversions” bidding strategy is one of the most straightforward and effective options for driving phone calls. It uses Google’s machine learning to bid in real time and prioritize actions that are most likely to lead to a conversion. For call-driven campaigns, set up call tracking conversions to ensure the algorithm focuses on users who are more likely to call your business.
How to Set It Up:
- Go to your campaign settings and select “Maximize Conversions” as your bidding strategy.
- Make sure you’ve configured call conversions in your account. This involves tracking calls from ads or website call tracking via a Google forwarding number.
Pro Tip: If you’re working with a limited budget, set a target CPA (cost per acquisition) within the “Maximize Conversions” settings to control costs.
Additional Tips to Boost Call Performance
- Use Location Targeting: Focus your campaigns on specific geographic areas where your business operates. This ensures your ads reach users most likely to call.
- Optimize Ad Copy: Write ad copy that emphasizes urgency and the benefits of calling, such as “Call Now for a Free Estimate” or “Speak to an Expert Today.”
- Monitor Call Performance: Use the Google Ads dashboard to track metrics like call duration, call conversion rates, and cost per call. Adjust your strategy based on performance data.
- Schedule Ads Wisely: Run your campaigns during business hours when someone is available to answer the phone. Use the ad scheduling feature in Google Ads to set this up.
- Leverage Negative Keywords: Eliminate irrelevant searches that might waste your budget by regularly updating your negative keyword list.
Final Thoughts
Choosing the right bidding strategy for your Google Ads campaigns can significantly impact the number of phone calls your business receives. Whether you opt for fully automated options like Maximize Conversions or prefer manual control with Enhanced CPC, the key is to track performance, refine your approach, and ensure your budget is being used effectively. By implementing these strategies and focusing on call conversions, you can drive high-quality leads and grow your business more efficiently.
Article by Oleg Potemkin – Founder of Digital Star Media LLC. Oleg is a certified Google Ads Specialist with over 15 years of experience in paid search marketing. He provides fully managed, done-for-you Google Ads services tailored specifically for local service-based businesses. His expertise in Google advertising ensures your campaigns are created, managed, and optimized to generate more leads, increase revenue, and reduce ad costs. Ready to grow your business faster? Schedule a 30-min call with Oleg today!
