In the past, driving calls directly from Facebook Ads was only achievable through Reach campaigns. While effective, their main purpose wasn’t necessarily focused on maximizing call volume. Recently, Facebook discreetly introduced a click-to-call feature within Website Traffic campaigns. This allows advertisers to generate a higher volume of calls to their business and client phone lines.

This post will guide you through:

• Understanding the “click-to-call” functionality in Facebook ad campaigns.
• Setting up click-to-call ads using Reach and Website Traffic campaign objectives.
• Choosing the right campaign type to achieve your Facebook advertising goals.

Read on to discover how to set up click-to-call ads using these campaign objectives and effectively encourage your target audience to call you quickly, easily, and affordably.

Understanding Facebook click-to-call ads

Let’s clarify what click-to-call ads entail. These ads enable users on mobile devices to directly connect with you via phone by simply clicking on the ad. While this ad type and its corresponding “Call Now” button have been accessible through Facebook’s Reach campaigns for a while, it’s important to note that Reach campaigns prioritize reaching the widest audience possible at the lowest cost. This means users might not always be inclined to take desired actions, such as clicking the ad for a landing page visit, calling you, or making a purchase, as compared to other Facebook campaign objectives and optimization settings. Speaking of optimization, have you explored the Facebook Ads Performance Grader?

New developments in Facebook click-to-call ads

Website Traffic campaigns, conversely, focus on attracting the most qualified visitors from your target audience to your website in the highest numbers compared to other Facebook campaign types. Recently, while configuring a Website Traffic campaign for a client, a new “Phone number” option emerged under the Destination setting in the ad level. Previously limited to a landing page URL or Facebook Event as the Destination for Website Traffic campaigns, we now have the exciting “Phone Call” option – essentially, click-to-call ads within Website Traffic campaigns. While you can optimize for link clicks or landing page views like in Reach campaigns, call optimization isn’t available yet. We’ll delve into the specifics and recommendations for each campaign type below.

Setting up Facebook click-to-call ads through the Reach Campaign

If you aim for maximum audience reach with your ads and want to offer the option to call directly, consider the Reach objective. It helps maintain brand visibility at a minimal cost while providing an easy contact method.

When setting up, adjust device targeting at the ad set level. Skipping this step will hide the click-to-call option in the ad level. Navigate to the ad set level and deselect “Desktop” and “Connected TV” from device targeting.

Once your ad set audience targeting and optimization preferences are set, proceed to the ad level. Here, you’ll add a website URL for a landing page.

Upon selection, a call-to-action (CTA) button option appears. Choose “Call Now” from the dropdown menu.

A field to enter your phone number will appear. Fill it in, and you’re all set!

Benefits of Reach campaign click-to-call ads

Employing a Reach objective for your prospecting campaigns can expand your reach by introducing your business to new audiences. It offers them a simple and cost-effective way to connect with you directly.

Setting up Facebook click-to-call ads through the Website Traffic Campaign

While Reach campaigns can drive calls, Website Traffic campaigns, with this recently added feature, have demonstrated a greater volume of calls at a favorable cost. Let’s explore this exciting call-driving option. Start by creating a new Website Traffic campaign.

Similar to Reach campaign setup, you can optionally deselect “Desktop” and “Connected TV” from device targeting at the ad level to access the click-to-call ad type. Website Traffic campaigns offer various ad delivery optimization options – typically link clicks or landing page visits – but currently lack a click-to-call optimization option. While you can choose either, “Link Clicks” has shown greater effectiveness in driving calls cost-effectively. Remember, Link Clicks target users most likely to click your ads, while Landing Page Views target those likely to either click the ad or load your website/Instant Experience.

After configuring your audience, placements, and optimization settings in the ad set level, move to the ad level and select “Phone Call” under Destination. Choose your country code from the dropdown and enter your phone number.

Benefits of Website Traffic campaign click-to-call ads

Consider a Website Traffic campaign with click-to-call ads if you can manage higher call volumes and have a larger budget for call generation, assuming it aligns with your business model and conversion funnel length. For instance, a restaurant could utilize this to encourage reservation bookings directly from the ad. Similarly, a law firm could attract potential clients for free consultations. Conversely, if you’re using upper-funnel objectives like Reach and want to re-engage audiences at a more relevant time, a Website Traffic campaign with click-to-call ads can be effective further down the funnel. For example, a realtor could use this in retargeting campaigns, prompting audiences to reach out when ready to buy or sell property. Testimonials are powerful for retargeting ad copy. Consider testing them in your Website Traffic campaigns and encourage calls as shown in this click-to-call ad example from a beauty salon.

If you have video content that complements your retargeting campaigns and call-driving objective, try incorporating it. Facebook tends to favor video ads over static ones, potentially boosting call conversion rates.

Get ready for more calls with Facebook click-to-call ads

Now familiar with both click-to-call Facebook ad campaign options, their setup, and application, start experimenting with your own campaigns. Beforehand, discuss with your team and call center staff to ensure you’re equipped to handle a potential increase in call volume while maintaining a positive experience for both prospects and your teams. If you have a smaller customer support or sales team, begin with a lower daily budget for these campaigns and monitor performance through Ads Manager and team feedback to optimize and scale effectively.