Google updates the Call-Only Ads unit layout, 14% increase in phone calls

Google last week announced that it has updated the call-only ads unit layout. In the new layout, the business name and headline will show directly below the phone number, along with a larger phone icon. Google says the changes have the goal to make it more clear to users what advertisers offer and make the call-to-action more prominent.

According to Google, advertisers with the new call-only ads design have seen a 14% increase in phone calls, a 16% increase in call conversions and better cost efficiencies with an 8% decrease in overall paid clicks.

Google says the new look helps call-only ads stand out from other text ads, reducing accidental clicks from users who didn’t intend to make a call.

Existing call-only ads automatically switched over to the new layout.