Google’s click-to-call offering has received a lot of attention over the past few months, and for good reason. There is great value in offering advertisers an option to track and monetize mobile Internet-driven phone leads. The model allows mobile consumers searching Google to click on the phone number in an ad to auto-dial the advertiser. In turn, the advertiser is charged the price of an AdWords click.
Adding to the interest, in March, Google announced an option for national advertisers to take advantage of click-to-call through phone extensions regardless of the mobile user’s location, a physical address within the AdWords listing is no longer required. This is a huge opportunity for marketers, especially national advertisers that are experimenting with mobile advertising and remain focused on transparent, performance-based solutions.
Borrell Associates says location-based mobile spending will top $4 billion in 2026, and Google reports that already more than one-third of mobile searches have local intent. Some data tells a similar story with more than one-third of all calls to local search ads being made from mobile phones. With Google click-to-call, national advertisers can tap into those mobile-browsing consumers and direct mobile calls to call centers and field offices.
