If you are a business that values calls more than website visits, you should be taking advantage of click-to-call mobile features in AdWords. With click-to-call, when people are searching on their mobile devices, they have the option to call you instead of clicking through to your website, thus saving customers an extra step and helping you get more engaged prospects.
To get started, I recommend creating a separate campaign that’s opted into mobile devices only. Next, you will want to go to the ‘Ad Extensions’ tab in your campaign management section, and select with ‘Location Extensions’ or ‘Call Extensions.’ The screenshot below shows an example of ‘Call Extensions’
You do have the option to enable the ‘Call-Only’ format so that only the phone number is clickable when your ad is shown on mobile devices capable of making phone calls. Please note that call-only phone extensions don’t work in conjunction with enhanced CPC or CPA bidding, so you should use Maximum CPC bidding if you’d like to take advantage of this feature. There are also issues with call-only creatives showing on BlackBerry devices, so you might want to target iPhone and Android specifically if you go with the call-only feature.
The calls cost the same as a click, but make sure you increase your bids so that your ads are showing in the top positions for maximum visibility on mobile devices. I also suggest you consider enabling ad scheduling so your mobile campaigns only run when you have someone available to take calls.