Bid-per-call

Status: Limited release Availability: US and UK Share this page:

What it does

Bid-per-call allows you to bid for phone calls, as well as bidding for clicks, when you show Google search ads on computers and tablets. Now, both your max bid per click (max CPC bid) and max cost-per-call bid (max CPP bid) can influence your ad’s position on the results page. You can increase your ad position and drive more phone calls to your business by setting a bid that is equal to or greater than the $1 minimum call fee.

Bid-per-call requires you to use a Google forwarding number when you activate call extensions. It gives you detailed call reporting, so you can have a better sense of the value of calls and clicks your campaigns are generating. Reporting includes:

• Cost, completed calls, and phone-through-rate (PTR) summaries at the ad group and campaign level
• Call-by-call detail including call time, duration, and caller area code

Why you’d use it

With bid-per-call, the maximum cost-per-call (CPP) and your call Quality Score will be factored into your Ad Rank. This means that you’ll automatically be rewarded with higher ad position and lower cost per call when your phone number is useful to users. And you’ll have increased control over the position of your ads and your call volume by adjusting your bid. As always, you’ll never pay more than you’re willing to for either a phone call or a click.