Google introduces "AdWords call metrics" to measure phone calls that AdWords generates for your business. Using the technology behind Google Voice, call metrics assigns your campaign a unique phone number which's automatically inserted into your ad on both desktop and high-end mobile devices, where the number is clickable.
"When a user calls the number in your ad, call is automatically routed to your business, and AdWords notes that this call took place. Then, when you look at your AdWords reports, you'll see the number of calls generated by each campaign, call duration, and upcoming caller "area code." You'll still only pay for clicks on your ads, but we intend to charge for call metrics in the future," explained Google.
Once you know where your calls are coming from, you can refine your marketing strategy to make sure you're getting the most out of your ads.
Currently, call metrics is only available to a limited number of US advertisers.
To find out if call metrics is available in your account and to learn more about the feature, visit Google Ad Innovations.