I Used Google Ads Call Assets For A Week — Here’s What Happened To My Call Volume!

So, you know how everyone talks about the magic of Google Ads, right? Well, I’m always trying to figure out what works for my business, especially when it comes to getting people on the phone. My business relies pretty heavily on incoming calls – think consultations, quick questions, and appointment bookings. So, I decided to run a little experiment for a week. I focused heavily on something called “Call Assets” in Google Ads, and I want to share what happened.

What are Google Ads Call Assets, anyway?

Before I jump into the results, let’s quickly explain what I’m even talking about. Google Ads Call Assets (they used to be called Call Extensions, but Google updated the name) are basically your phone number appearing right there with your ad on Google. Instead of just a website link, people see a clickable phone number. On mobile, it’s often a big, easy-to-tap call button. On desktops, it might show the number with a “Call us” prompt. The idea is to make it super easy for someone to call you directly, without even visiting your website.

Free NatWest Accelerator event

Get Found, Get Chosen, Get Your Time Back

A free one-day marketing seminar in Milton Keynes · 10 November 2026

Get your free invite →

I’d had them set up before, but kind of as an afterthought. This time, I made them a priority. I wanted to see if giving people that direct line would make a difference.

The Experiment: One Week of Call Asset Focus

Here’s what I did for a full seven days:

1. Ensured they were active on all relevant campaigns: I double-checked every campaign where calls were a valuable conversion for me, making sure call assets were enabled and showing.
2. Scheduled them for business hours: This is key! There’s no point in someone calling if no one is there to answer. I set my call assets to only show during my actual working hours, so every call had a chance to be picked up.
3. Monitored closely: I kept a hawk eye on my Google Ads account, specifically looking at the “Calls from ads” metric. I also cross-referenced this with my actual phone system data. This helped me see if the calls Google was tracking turned into real rings on my end.
4. No other major changes: I tried to keep everything else in my campaigns as consistent as possible. This was about isolating the impact of the call assets.

The Results: Did My Phone Ring Off the Hook?

Okay, drumroll please… the results were pretty noticeable, and honestly, a pleasant surprise!

My call volume increased by approximately 25% over that one week.

Yeah, you read that right. A solid 25% bump.

Now, it wasn’t like a sudden flood of calls the moment I flipped a switch. It was a gradual, but definite, uptick. Here’s what I observed:

• More direct calls: The “Calls from ads” metric in Google Ads went up significantly. This means more people were seeing my ad and choosing to hit that call button instead of clicking through to my site.
• Higher intent calls: This is anecdotal, but the calls I received felt more immediate and purposeful. It seemed like people who chose to call directly knew what they wanted and were ready to talk. This likely saved me some time compared to sifting through less qualified website visitors.
• Mobile matters: As expected, a huge chunk of these calls came from mobile devices. People are on the go, searching for something, and if they can just tap a button to connect, they will.
• Better visibility: The call assets made my ads bigger and more prominent on the search results page. They just took up more space, which helps them stand out from the competition.

What I Learned & Why You Should Try It

This short experiment hammered home a few points for me:

• Don’t underestimate the power of direct contact: In a world full of clicks and forms, sometimes people just want to talk to a human. Call assets provide that direct line.
• Convenience is king: Making it easy for potential customers to reach you is paramount. The less friction, the better.
• Track your calls! This is super important. If you don’t track calls as conversions in Google Ads (using Google forwarding numbers is best for this), you’re missing out on vital data about what’s working. Without that, my 25% increase would just be a gut feeling, not a measurable improvement.
• Set proper scheduling: Avoid those frustrating calls outside business hours. It wastes your ad spend and potentially annoys customers.

While a week is a short period, the trend was clear. Implementing and optimising Google Ads Call Assets is a relatively simple tweak that can have a pretty significant impact on your inbound calls. If calls are important to your business, and you’re not using these assets effectively, you’re leaving money on the table.

I’m keeping these assets front and centre in my Google Ads strategy. Have you used call assets? What were your results? Share in the comments below!

Written by Uzair Kharawala

Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.