Call Assets:
Add a Call Button to
Every Google Ad You Run
Capture Phone Calls From Your Existing Search Campaigns Without Rebuilding Anything
Call Assets: add your phone number and a tap-to-call button to standard
Google search ads. Your ads still drive website traffic, and now they
generate calls at the same time.
Google search ads. Your ads still drive website traffic, and now they
generate calls at the same time.
Dual Outcome From One Campaign: The same ad sends some searchers to your site and prompts others to call, based on what they want in that moment.
No Campaign Rebuild Required: Call Assets are added to existing campaigns. No restructuring, no new keyword lists, no additional budget required.
Scheduled to Your Hours: The call button only shows when your phones are answered, preventing missed calls and wasted spend outside business hours.
Every Call Tracked: Google’s forwarding number logs every call’s duration, keyword source, and time, so you know what’s working.
What Are Call Assets and How Do They Work?
Call Assets, previously called Call Extensions, are a Google Ads feature that appends your phone number to a standard search ad. On mobile devices, the ad displays a call button alongside the headline and description. When a searcher taps that button, their phone dialer opens and calls your business.
The key distinction from Call-Only Ads: your ad still has a headline link to your website. The searcher can either click through to the site or tap the call button. Call Assets give you both outcomes from a single campaign and a single budget.
This makes Call Assets the lowest-friction way to add call volume to campaigns that are already running. You don’t need a new campaign structure, new keywords, or additional budget allocation. You add the asset, configure the schedule and tracking, and your existing ads start generating calls alongside clicks.
Where Call Assets add the most value: Campaigns targeting services with a quote or consultation step: legal, home services, medical, financial. Anywhere the searcher might prefer to call rather than fill out a form. Any campaign running significant mobile traffic where a tap-to-call action is natural.
What Goes Wrong With Call Asset Implementation
No schedule configured: By default, Call Assets show whenever your ad runs, including overnight and weekends. A call button showing at 11 p.m. produces missed calls and wasted spend. Scheduling the asset to your exact business hours is the first thing we fix.
No call tracking set up: Without call conversion tracking, click-to-call actions are invisible in your reporting. You see website clicks but not calls, so you can’t tell which keywords are actually driving phone leads.
Mobile bid adjustments not set: Most call volume from Call Assets comes from mobile devices. Without a positive mobile bid adjustment, your ad may show lower on mobile than on desktop, suppressing call volume from the device where calls happen.
Wrong phone number used: Campaigns serving multiple locations sometimes display the wrong number for the geographic area a searcher is in. PX Media configures location-specific Call Assets where applicable.
Applied to campaigns where calls aren’t relevant: E-commerce campaigns, awareness campaigns, and informational content campaigns generally don’t benefit from Call Assets. Adding them indiscriminately dilutes their impact on campaigns where they do matter.
How PX Media Implements and Manages Call Assets
We audit your existing campaign structure first, identify which campaigns serve search intent where a call is the logical next step, and implement Call Assets selectively, not across the board.
- Campaign audit to identify where Call Assets add incremental call volume
- Call Asset setup with accurate phone numbers per campaign or ad group
- Scheduling configuration tied to your actual answered-phone hours
- Mobile bid adjustment to increase ad visibility on the device where calls happen
- Call conversion tracking with duration thresholds for accurate lead data
- Monthly review of call volume, click-to-call rate, and cost per call by campaign
Want to see which of your existing campaigns should have call assets?
Why PX Media for Call Asset Management
We Audit Before We Implement: Call Assets shouldn’t go on every campaign. We review your account structure and apply them only where they’ll drive real incremental call volume.
Tracking From Day One: Every call button click is tracked with a duration threshold so your reporting distinguishes real leads from wrong numbers and hang-ups.
Scheduled to Your Hours: No missed calls, no wasted spend after hours. We configure scheduling to match exactly when your phones are answered.
Mobile Bid Strategy: We set mobile bid adjustments that give call-focused campaigns stronger visibility on the devices where tap-to-call happens most.
Methodology
How We Add Call Assets to Your Campaigns
Campaign Audit
We review your existing Google Ads campaigns to identify which ones target search intent where a phone call is the logical next action.
Asset Setup
Call Assets are configured at the campaign or ad group level with the correct phone number, matching your service area and business structure.
Scheduling & Bid Adjustment
Asset schedules are set to your business hours. Mobile bid adjustments
are applied to increase visibility on the devices that drive the most call
volume.
are applied to increase visibility on the devices that drive the most call
volume.
Call Tracking Configuration
Google’s call forwarding number is activated, and conversion tracking is set with a duration threshold before the assets go live.
Performance Review
We monitor call volume from Call Assets separately from website clicks so you see exactly how much incremental call traffic the assets are generating.
Monthly Optimization
Scheduling adjustments, bid changes, and expansion to additional campaigns as data shows where Call Assets produce the best cost per call.
Why Business Owners Trust PX Media to Manage Call Assets
Call Asset Management touches ad budget and phone lines at the same time, so trust has to be earned through visible results, not promises. PXMedia reports call volume, click-to-call rate, and cost per call separately from website click data every month, so you can see exactly what the phone button is producing.
Every recommendation starts with an audit of the account, not a standard checklist applied the same way to every client. If a campaign will not benefit from a call button, we say so instead of adding one anyway.
PX Media has managed Google Ads accounts since 2001 and holds an A+ rating with the Better Business Bureau. That same level of accountability applies to how call data gets tracked, reported, and reviewed with you each month.
Call Assets: Frequently Asked Questions
What are Google Call Assets?
Google Call Assets (formerly called Call Extensions) are a feature that adds your phone number to a standard Google search ad. On mobile, the ad displays a call button alongside the headline and description. When a user taps the call button, their phone dialer opens and calls your business. The ad can still send clicks to your website Call Assets add the phone option without replacing the website link.
What is the difference between Call Assets and Call-Only Ads?
Call-Only Ads are a separate campaign type that shows only a phone number, no website link at all. Call Assets are an addition to a standard search ad that already has a website link. Call Assets give the searcher two choices: click to visit your site, or tap to call. Both can run simultaneously and serve different searcher intentions.
Do Call Assets cost extra to add?
No. Adding Call Assets to a campaign is free. You pay for clicks: either a click to your website or a click on the call button. Call button clicks are charged at the same rate as website clicks in your campaign.
Can I schedule Call Assets to only show during business hours?
Yes. Call Assets can be scheduled to appear only during specific hours and days. This is important because a call button showing when your office is closed generates missed calls and wastes spend. PX Media configures Call Asset schedules to match your actual answered-phone hours precisely.
How do I track calls that come through a Call Asset?
Google provides a forwarding number for Call Asset calls. When a searcher taps the call button, Google routes the call through a tracking number before connecting to your business line. PX Media sets duration thresholds on call tracking so only calls exceeding a minimum length count as conversions in your reports.
Should I use Call Assets on every campaign?
Not necessarily. Call Assets make sense for campaigns targeting services where a phone call is the logical next step: local services, professional services, anything with a consultation or quote process. They’re less relevant for e-commerce or information-only campaigns. PX Media reviews your campaign structure and applies Call Assets only where they will drive incremental call volume.
Start Getting Calls From Campaigns That Are Already Running
Call Assets can be added to your existing campaigns in days; no restructuring required.
Exclusive to your service area · No contracts · Transparent monthly
reporting
reporting
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