E-commerce
October 1, 2026
Wondering how to generate phone calls with PPC ads? The answer is simple: use the Google Ads call extension to display your number directly in your ads, and let your prospects contact you in one click. It is a powerful lever for merchants who want immediate human contact, especially on mobile.
But beware, properly configuring tracking is essential to measure the real impact. Without Call Metrics, you pay for clicks without knowing if the call goes through. So how do you generate phone calls with PPC ads? On the agenda:
Why add a phone number to your Google Ads advertisements?
How to set up the call extension in your campaign?
What is the difference between clicking on the number and a direct call?
How to track and analyze your calls with Call Metrics?
What strategy should you adopt to maximize your phone conversions?
Let's go.
In this article, we will explore in detail every aspect of generating calls via PPC, from technical setup to strategic optimization. You will discover how to leverage this channel to increase your sales, improve customer satisfaction, and strengthen your online presence. Whether you are a beginner or an experienced e-commerce merchant, these tips will help you turn your ads into real conversation machines.
Summary
Why add a phone number to your PPC ads?
Adding a phone number to your PPC ads means offering a direct contact channel to your prospects. On mobile, a simple click is all it takes to start the call, without going through your website. This is ideal for urgent purchases, complex questions, or customers who prefer to speak to a human.
This also increases trust: a visible number is reassuring. And contrary to popular belief, this does not cannibalize your classic clicks. The two complement each other. You capture those who want to click, and those who want to call.
Finally, it is a way to qualify your leads. A phone call is often hotter than a simple form. The prospect already has a specific need. For e-commerce merchants, this is an opportunity to sell more, faster.
In addition, phone calls allow you to create a more personal relationship with your customers. They can ask detailed questions, get personalized advice, and feel heard. This human interaction can make all the difference in an often impersonal online environment. By integrating the phone into your PPC strategy, you show that you are accessible and ready to help, which builds long-term loyalty and trust.
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How to set up the call extension in Google Ads?
The setup is simple. In your Google Ads campaign, open the "Extensions" tab, then choose "Call Extension". You enter your phone number, and you choose whether the call should be the sole objective of the ad or an addition.
On desktop, the number appears below the ad, next to the URL. On mobile, you have two options: make the ad clickable to call or to visit the site, or make it "call-only". In this case, a click directly triggers the call.
Remember to set a display schedule. If you do not answer at night, limit the extension to office hours. This avoids missed calls and improves your response rate.
It is also recommended to customize the greeting or extension text to encourage calls. For example, "Call us for a special offer" or "Speak to an expert now". These calls to action can increase the click-through rate on your number. Don't forget to test different variations to see what works best with your audience.
What is the difference between clicking on the number and calling directly?
When a user sees your number in the ad, they can either click on it or dial it manually. Clicking on the number is a paid click, billed as a standard click. The direct call, however, is free: you pay nothing, but you cannot track it.
This is a crucial point for your budget. If you do not configure tracking, you will never know how many calls are coming from your ads. You pay for clicks, but you remain unaware of the real impact on your revenue.
The solution: activate Call Metrics. This replaces your number with a Google Voice number that redirects to yours. You then get precise data on each call, with no extra effort.
This distinction is essential for optimizing your campaigns. By knowing how many calls are generated by your ads, you can calculate the return on investment more accurately. You can also identify peak hours, the most active days of the week, and adjust your bids accordingly. Call tracking gives you a clear view of your advertising performance, allowing you to make informed decisions to continually improve your results.
How to track and analyze your calls with Call Metrics?
Call Metrics is an integrated option in Google Ads. When you set up your call extension, activate this feature in the settings. Google assigns you a forwarding number, and you receive detailed statistics: number of calls, duration, completed calls, and even the caller's area code.
This data is valuable. It tells you which ads generate conversations, and which ones only attract the curious. You can then adjust your bids, your messaging, or your hours.
The cost? A flat rate per call, around 1 dollar, in addition to your cost-per-click bid. It is a minimal investment compared to the information obtained. Without this tracking, you are flying blind.
By analyzing Call Metrics data, you can also identify the keywords that trigger the most calls. This allows you to refine your keyword list and allocate your budget to the highest-performing terms. Additionally, you can listen to call recordings (if enabled) to understand your customers' needs and improve your service. This feedback loop is invaluable for refining your offer and your communication.
What is the position of the number in the ad layout?
The classic ad contains a title, two lines of description, and a URL. Adding the number does not replace these elements: it adds an extra line. You therefore keep all of your visibility, plus direct contact.
On mobile, if you choose the "call-only" option, the ad is reduced to the essentials: the number and a call button. This is effective for campaigns dedicated to the phone, but it reduces the space for your commercial message.
Test both formats. Depending on your industry, one will perform better than the other. For example, a customer service department will benefit from a direct call, while a fashion boutique will prefer to keep the link to the website.
The layout of your ad directly influences user behavior. A clearly visible and well-placed number can increase click and call rates. Make sure the number is easy to read and remember. You can also use location or site link extensions to enrich your ad and offer more information. The goal is to create a seamless user experience that guides the prospect toward the desired action, whether it is a call or a visit to your site.
Is there an extra charge for the call extension?
No, the call extension is free to set up. You only pay when someone clicks on your number, at the same rate as a standard click. If the user dials the number manually, you pay nothing.
This is a significant advantage. You expand your points of contact without increasing your basic budget. And even if clicks on the number are rare, their value is often high: a successful call can turn into an immediate sale.
Additionally, Google is starting to integrate call performance into its quality score. The more relevant calls your ads generate, the more your account is valued. It's a virtuous circle.
It is important to note that the cost per call can vary depending on your industry and competition. However, compared to the cost of acquiring a customer through other channels, the telephone is often very cost-effective. By optimizing your campaigns for calls, you can reduce your cost per lead and increase your overall return on investment. Feel free to experiment with different budgets and bidding strategies to find the right balance.
How does the call quality score influence your campaigns?
Google now evaluates how often users call your business after seeing your number. This "call quality score" is a signal for the search engine. If your ads generate frequent calls, Google considers them relevant.
A good score improves your positioning and reduces your cost-per-click. Conversely, a poor score can increase your bids. It is therefore essential to optimize your offer and your targeting to attract qualified calls.
For merchants, this means that the call extension is not a gadget. It is a performance lever in its own right, to be integrated into your global strategy.
To improve your call quality score, make sure your number is always reachable and your advisors are well trained. A call that leads to a sale or a problem resolution is a positive signal for Google. You can also use callout extensions to highlight your advantages, such as "Free Delivery" or "24/7 Support", which can encourage more calls. By regularly monitoring your score, you can identify areas for improvement and adjust your strategy accordingly.
What are the concrete benefits for an e-commerce?
For an e-commerce business, phone calls are often synonymous with high-value sales. A customer who calls usually has a specific need, a question about a product, or an hesitation to overcome. It is an opportunity to reassure them and convert them.
This also improves the customer experience. Human contact personalizes the relationship, which builds loyalty. And calls allow you to gather direct feedback on your products, your prices, or your service.
Finally, it is a cross-selling channel. During the call, you can offer complementary products, upgrades, or special deals. It is a bit like an in-store salesperson, but at a distance.
Phone calls can also help you reduce cart abandonment rates. If a customer is hesitating, a follow-up call can convince them to finalize their purchase. Furthermore, calls are an excellent way to handle complaints and turn a negative experience into a positive one. By offering exceptional customer service over the phone, you can increase satisfaction and loyalty, which translates into repeat sales and referrals.
How to integrate calls into your overall marketing strategy?
Pay-per-call (PPC) campaigns should not be isolated. Integrate them into your content and digital marketing strategy. For example, create product pages that mention the phone number, or blog posts that invite readers to call for more information.
Use call data to refine your customer personas. Questions asked over the phone reveal barriers to purchase. You can then adapt your product descriptions, FAQs, or advertisements.
Think also about after-sales service. A well-managed call can lead to a positive review, a subscription renewal, or a recommendation. It is a long-term investment in your reputation.
For a successful integration, make sure your sales and marketing teams work closely together. Information gathered during calls should be shared with marketing teams to improve campaigns. You can also use CRM tools to track interactions and automate follow-ups. By creating a feedback loop between phone and digital channels, you maximize the effectiveness of each channel and create a consistent, personalized customer experience.
What mistakes should you avoid with call-only ads?
First error: not enabling Call Metrics. Without tracking, you don't know if your calls are coming from your ads. You pay for clicks, but you don't know the return on investment.
Second error: displaying an unmonitored number. If no one answers, you lose customers and Google penalizes your score. Set up a switchboard or an answering service.
Third error: neglecting mobile. The majority of clicks on numbers come from smartphones. Make sure your site is mobile-friendly and that the call function works perfectly on all devices.
Another common error is not testing different configurations. For example, you could try different phone numbers for different campaigns to track performance more precisely. Also, avoid setting overly restrictive hours that could cause you to miss important calls. Finally, do not neglect training your team: a poorly handled call can ruin all your efforts. Invest in scripts and training to ensure a quality customer experience with every call.
How does Qstomy help convert calls into sales?
Qstomy, the Shopify AI agent, does not just make calls. It transforms every interaction into a sales opportunity. Thanks to its personalized recommendations, it guides the customer to the right product, even after a call.
Concretely, Qstomy follows the customer journey: it can follow up by email or SMS after a call, suggest complementary products, or facilitate order tracking. This increases the average value of each contact.
Additionally, Qstomy handles frequently asked questions and after-sales service, freeing up your team for high-value calls. It is an assistant that works 24/7 to maximize your conversions.
Qstomy integrates seamlessly with your Shopify store and uses browsing data to personalize every interaction. For example, if a customer viewed a specific product before calling, Qstomy can send them a reminder with additional information or a special offer. This proactive approach increases the chances of conversion. Furthermore, Qstomy can analyze conversations to identify trends and provide you with valuable insights to improve your products and services. With Qstomy, you have a powerful ally to turn every call into a successful sale.
What is the checklist before launching your call-only ads?
Before launching, verify that your number is correct, that your hours are defined, and that Call Metrics is activated. Test the display on mobile and desktop. Prepare a script for your consultants.
In brief
Call-only ads are a powerful channel for e-commerce. They offer direct contact, improve trust, and generate qualified leads. With rigorous tracking, they become a major growth lever.
FAQ
How much does a click on a number cost? The same rate as a classic click, about 1 dollar per call with Call Metrics.
Can I use the call extension on all my campaigns? Yes, but test first on a pilot campaign to measure the impact.
How do I know if a call comes from Google Ads? Activate Call Metrics to get accurate data on each call.
To go further: E-commerce searchandising: optimizing internal search with customer words - Qstomy, How to deploy digital marketing on an e-commerce site? - Qstomy, How to build an e-commerce Facebook Ads strategy? - Qstomy, How does SEO work for e-commerce sites? - Qstomy, How do e-commerce sites get new clients? - Qstomy, How does Google Ads assemble responsive search ads? - Qstomy, How to attract traffic to an online store (SEO, ads, social networks)? - Qstomy.
By following this checklist, you ensure that your call campaigns are properly configured and ready to perform. Remember to regularly monitor your statistics and adjust your strategies based on the results. With a methodical approach and the right tools, call ads can become a pillar of your e-commerce growth.
Enzo
October 1, 2026
