Call asset

For businesses that live on calls, the ad itself becomes the way to call. People on a phone tap the number instead of loading a page and hunting for it.

Calls from the asset can be counted as conversions when they last long enough, which gives the bidding a clear signal.

1. Open Campaigns, then Assets, and filter by type: Call.
2. Add a call asset at account, campaign or ad group level.
3. Set the country and number, and optionally a schedule.
4. Check the call conversion action and its minimum call length under Goals, then Conversions.

A roofing company adds its office number as a call asset, scheduled from 8am to 6pm. Mobile searchers call straight from the ad, and calls over a minute count as leads.

• Showing the call asset outside the hours anyone answers.
• Using a number that is not tracked, so calls never count.
• Adding it to campaigns whose goal is online sales, where a call is not the point.

The audit checks Oppy runs on this, each with its own page.

• A campaign that lives on calls and does not offer one
• A page with no way to make the call the ads are paid for
• What counts as a phone call, and who decided

• Asset: A piece of an ad that Google can show: a headline, a description, an image, a video, a sitelink, a callout, a phone number or an address.
• Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.
• Ad schedule: The days and hours a campaign may show.