"click-to-call ads" enable you to include a clickable phone number as an additional line in your text ads. "Until now, you could only include free phone numbers (starting with '0800'), or phone numbers with local area code (starting with '020' for London). Google have now made more numbers eligible to appear in ads, namely those beginning with 0843, 0844, 0845 and 0870. We hope this'll provide many more businesses in the UK with a great opportunity to attract new customers by phone," said Google.
"we found that calls from AdWords click-to-call ads were 22% more likely to be relevant than other lead sources. They were also 31% more likely to result in an appointment.