Google has launched call-only ads, a new ad format for AdWords mobile campaigns. Prior to call-only ads, advertisers could only set up call extensions and use a bid modifier to reduce unwanted desktop clicks. The option to target mobile and desktop separately was eliminated in early 2013, much to the despair of advertisers. After pressing questions from some of the most influential agencies in August 2014, Google made it clear that there was nothing planned to target mobile devices separately but stressed the fact that they understood the rising importance of mobile in general.
How To Create Call-Only Ads
In order to create call-only ads, go in an ad group and create a new ad. You will be able to choose call-only as ad format:
You will then be able to create the call-only ad and see the preview just as you would for other AdWords ads.
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