If you are a locksmith or a plumber, you don't care about "web traffic." You want the phone to ring.
Google's "Call Ads" (formerly Call Only Campaigns) seem like the holy grail. There is no headline to click, only a phone number. No website needed. Just pure calls.
But there is a trap. I have audited accounts where clients spent $5,000 for "Call Clicks," but their phone only rang 10 times. How is this possible?
The "Fat Finger" Gap
Here is what Google doesn't highlight in their sales pitch: Google charges you when the user clicks the ad, NOT when the call connects.
The Discrepancy: Clicks vs. Calls
To spot this sabotage, you need to modify your columns in Google Ads.
Look at "Clicks" versus "Phone Calls" (this is a specific Google metric that tracks the dialer confirmation).
When Should You Use Call Ads?
Despite the waste, Call Ads can be profitable if you follow these rules:
- True Emergencies Only: Only use these for "Locked out of car" or "Burst Pipe." Do not use them for "Kitchen Remodel."
- Add a "Visit Website" Link: Google now allows you to add a URL to Call Ads. This gives "researchers" a place to go without triggering the expensive dialer prompt.
- Bid Smart: Calculate your bid based on the Calls, not the Clicks. If you convert 50% of clicks to calls, you must bid 50% less to stay profitable.
Conclusion
"Call Only" is a misnomer. It should be called "Pay for Accidental Clicks."
Use them with extreme caution. Watch your "Phone Calls" column weekly. If the gap between Clicks and Calls is too wide, pause the campaign and build a high-speed landing page instead.