How to Use Call to Business under Smart Campaign to Generate Leads for Your Business or Charity

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Google Ads smart campaign is a great tool to build your small business or charity. It’s an automated tool programmed to help you create cutting-edge awareness for your business or charity.

There are two subtypes of smart campaigns: Calls to your business and visits to the storefront. Visits to your storefront involve optimizing your Google Ads smart campaign to enable your prospective customers to visit your physical locations.

You may, however, want to design your smart campaign in a way that allows your customers to interact with you over the phone.

The massive use of mobiles in our world today has made phone calls an efficient tool of exchanging communication efficiently. Whether it’s to further a business or nonprofit’s cause, to sustain relationships with loved ones, or maintaining a social network, phone calls have been very instrumental.

Google has worked hard to make sure advertisers are equipped to take advantage of this shift in communication patterns. First, they added call extensions to ads. Then they progressed to call tracking from the landing page.

Most recently, Google now offers call-only campaigns to owners of businesses and nonprofits who want to relate with their prospects on a more personal basis through phone calls.

In this post, we will discuss how to use the calls to business subtype of SMART campaign to generate leads for your business or charity. But first, let’s take a look at how it works.

How Calls to Business Works

The aim of the calls to your business ad is to encourage prospective customers to call you when they click or tap your ad.

Ads that are created in call campaigns are modified to be displayed only on mobile devices that are capable of making calls. Ads like these are adaptable and quite flexible when it comes to how they can appear.

Your call to business ads may not always show every line of text you entered when you set up your campaign. This optimizes your ad for mobile and enhances its performance.

Screen space is smaller on mobile devices, so some features, such as select extensions, which are available for call campaigns, may be hidden. This is done to make the best use of the smaller screen space on mobile devices.

For an optimal call to business experience, you may want to use extensions. Extensions work to expand your ad by giving additional information that can make your ad more visible and prominent on the search results page. Adding extensions won’t cost you money, and so you can add as many extensions as are related to your business or charitable work.

Note that all clicks on your ad (including clicks on your extension) will be charged the regular fee. You can schedule your ads to show only when your business or charity can take calls so that you won’t miss any opportunity to connect with your customers or potential donors.

If you choose to use call ads and call extensions in Google Ads, then you must make sure there is always someone who will pick up when a call comes in. This is to make sure you don’t spend money on call ads that you never pick up.

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Tips to Help You Make the Most of Call to Business Campaign Subtype.

If you’re thinking of boosting your ad game but aren’t sure how to use calls to business ads to promote your brand effectively, there’s some good news for you.

Below are some valuable tips that will help you get the most from your call campaigns ads and generate leads that are real and relevant:

#1. Be generous with sharing your phone number.

Share your phone numbers across different ads within an ad group or within an entire campaign. It is recommended that you set your numbers to show only when your business can take calls.

You can even study your customers’ and prospective donors’ preferences and schedule your call times and days based on those preferences.

#2. Use a Concise Copy

The ad copy on your call to business campaigns should be direct and to the point. Let the characters in your ad be catchy and encourage people to call you. Include the keyword in your ad copy.

#3. Use a proper display URL

Under call-only campaigns, you don’t have a headline (your headline is your phone number), and you don’t have a landing page. This makes your URL very important. You can add a keyword to the end of your display URL and use those characters to enhance your message.

#4. Start with a high bid

If your call to business campaign is new, it is advised that you start by bidding high. You may seem to lose money at first, but when you start optimizing, you’ll gain valuable data that will pay off.

#5. Use keywords that are “Call-Centric.”

Use keywords that will attract an audience who are most likely to call. Many people prefer to have a conversation when they want certain products or services (especially more expensive products and services).

Let your keywords target people who want to get quick answers and are ready to take action without delay or research.

#6. Mind your Location

If you’re a local business, it is advisable to use a local phone number and route your calls automatically to the store or branch closest to the caller’s location. If some geographic areas refer more callers or have higher quality calls than others, you may increase your bids for people in that area.

#7. Measure your call to business ads efficiency

You are paying for all clicks on your ad, but not all clicks will lead to phone calls. Once someone clicks on your call-only ad, an autodialer will be displayed on their phone screen. They must then click on the dialer to make the call.

You can measure the clicks you get versus the actual calls that come in so that you can optimize your bids based on the clicks that result in calls.

If there are a lot of clicks and less calls, it could mean that your audience is not motivated to call. You need to redo your ad copy or keyword strategy.


If you choose to use a call to business smart campaign, then you must be ready to work hard to make it a success. In addition to applying the tips above, you can use Google’s forwarding numbers­­ and call reporting to measure your call-to-business ad productivity.

Look at which calls are actually becoming customers. When you do this, you can then start optimizing your bids to get quality traffic.

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    Frequently asked questions

    • Smart Campaigns help small businesses with lots on their hands generate more sales with a few clicks. This advertising type distributes your ads across the Search and Display Network, YouTube, Gmail, and partner websites. Learn more here.

    • Creating a custom audience on Google Ads helps you reach the right people more effectively. For a step-by-step guide on how to setup, click here!

    • Display Campaigns promote your business or charity to users engaged in activities like browsing, watching YouTube videos, checking Gmail, or using mobile devices. This is how it can help you get noticed.

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