A page with no way to make the call the ads are paid for

This is the mirror of the form check. If bidding aims at calls and the page offers no way to call in one tap, the campaign optimises toward something the page makes hard. A number printed as text, or inside an image, asks a phone user to remember and retype it.

Most paid traffic arrives on a phone. Every visitor who would have called and gave up is a conversion the account paid for and never saw.

The check applies when the account's goal is calls, or calls and forms, and its landing pages were read.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open Campaigns, then Insights and reports, then Landing pages, and list the pages your ads use.
2. Open each page on a phone.
3. Tap the phone number. If nothing happens, or there is no number, the page has no tel: link.
4. Check the number is visible without scrolling far, and matches the number that call tracking expects.

Wrap the phone number in a tel: link, ideally in the header and near the main call to action. A sticky call button on mobile works well for service businesses.

If you use call tracking on the website, check that the tracked number is the one the link dials, so the call is counted.

• Call asset

The checks next to this one in Ads and creative, each with its own page.

• Ads pointing at pages that do not load
• Landing pages that are slow on a phone
• A campaign that lives on calls and does not offer one
• A promotion still in the ads after it ended
• Ad groups running on a single ad
• Ad groups where only one ad is still getting shown