Local business owners often ask: “How can I get more phone calls?”

The fear of silence when the phone doesn’t ring is a common one. Sadly, many are already facing this problem. The digital world is making it harder for them: map results are shrinking, ad costs are rising, and big brands dominate search results. Many have tried different agencies and strategies, only to be disappointed. Meanwhile, advertisers are under pressure to deliver leads, needing conversion rates above 10% just to keep their local clients satisfied. It’s a challenging situation.

So, what’s the answer? While there’s no easy fix for bad agencies, there is a way to make the phone ring: Call Only Ads!

Understanding the Searcher: Three Key Questions

Before we dive into call-only campaigns, let’s think like a potential customer. What are they looking for?

• Is their problem urgent?
• Are they likely searching on their mobile device?
• Would they prefer to speak to someone directly?

If you answered yes to all three, then call-only ads might be a good fit.

Getting Your Business Ready for Call-Only Ads

Okay, you’ve decided that your industry is a good match and that Google Ads is important, but is your business truly ready? Here’s what you’ll need:

• Call tracking to monitor calls.
• Well-trained staff with a clear plan for handling calls – scheduling consultations, providing quotes, booking appointments, etc.

To test your readiness, have someone call your business and put the call on speakerphone. What’s the experience like? Is the call answered promptly? Is the staff friendly and helpful? Are there long hold times? Your sales process needs to be smooth and efficient to avoid losing potential customers.

Poor call handling is a major reason why call-only campaigns fail. Make sure your team is prepared before launching your campaign.

Free guide >> PPC 101: The Beginner’s Guide to PPC

Building a Successful Call-Only Campaign

Creating a winning campaign is a mix of art and science. But to unleash your inner artist, you need a solid process. We’re assuming you understand the basics of campaign setup, so we won’t cover that here. Instead, we’ll focus on the strategic thinking behind building a successful campaign. For detailed instructions or assistance, refer to the Google Ads blog.

Step 1: Research the Competition

Start by doing some mobile searches using your most important keywords.

Pay close attention to the ads you see:

• Do they match what the searcher is looking for?
• Are they call-only ads or text ads?
• Are there any special offers or promotions?
• What are their prices like?
• Are they local businesses?

These questions will help you identify the key elements of a successful call-only campaign: Write ad copy that gives searchers the confidence to call. What questions can you answer that they haven’t even thought of? Make sure your business stands out!

Step 2: Choose the Right Keywords

Data analysis is important for any campaign. However, instead of fixating on search volume and cost-per-click, let’s focus on the intent behind the keywords. Make sure that the searcher’s goal aligns with yours: getting valuable calls.

Ask yourself: Which keyword modifiers in my industry would encourage someone to call? Here are some examples to get you started:

• keyword +near
• +local keyword
• keyword +quote
• keyword +city

Pro tip: Based on our internal search term data, we’ve found that using compelling ad copy targeting large competitors’ branded keywords can be a very effective tactic for call-only campaigns. Why? Because many national brands don’t do a good job of claiming their brand’s search results with properly localized call-only ads.

Step 3: Write Compelling Ad Copy

In call-only ads, your ad copy is your landing page. To succeed, you need to create something truly exceptional.

Your goal is to convince the searcher that your ad is worth tapping. Address these questions:

• What will it cost?
• Are you a trustworthy business?
• Are you located nearby?
• Who will answer the phone?

Here are a few examples of effective call-only ads:

Step 4: Pay Attention to Your Calls

Google Ads is all about continuous improvement based on customer feedback. Advertisers who listen closely to their customers will win in the long run. Call tracking and recording allows you to understand your customers’ needs and concerns. Use this information to improve your ad copy (remember, it’s your landing page!) to boost conversion rates and achieve exceptional results.

Analyze your search term reports as well. Is your ad copy relevant to the keywords people are using? Are you addressing their local needs?

Conclusion

It’s time for advertisers to shift their focus from data to context.

• Are phone calls valuable in this industry?
• What are the searcher’s needs? Are they urgent?
• What does the search results page look like?
• What do searchers expect when they call?
• Why would they choose to call you over a competitor?
• Does your ad copy address their questions and concerns, giving them the confidence to call?

By considering these questions, you can transform an average local search campaign into a highly effective call-generating machine. The results speak for themselves. By applying these principles to our daily work, we’ve achieved remarkable success with a maid service campaign in the last month.

To sum it up: Look beyond the platform, understand the competitive landscape, and strive to be the best answer for your target audience.