Google announced the "Call-only Creative," an enhancement to Click-to-Call Phone Extensions, which gives advertisers the flexibility to create campaigns with the sole purpose of driving calls to their business.
Call-only Creative ads show on Google.com on high-end devices with full Internet browsers. To take advantage of this feature, advertisers must enable Phone Extensions and check "Call-only format" box on the Phone Extensions tab in their mobile campaign.
Call-only Creative ads may get clicks from devices like iPads or iPod Touches, which cann't make phone calls. Clicks on ads from these devices will send users to the advertiser's landing page. As with all Click-to-Call ad formats, advertisers are charged when a user clicks on the phone number in the ad.