Google Rolls Out Local Forwarding Numbers for Call Extensions in AdWords

Businesses that advertise on Google AdWords have long requested the ability to display local phone numbers with regional area codes in order to better target local markets. Fortunately, Google has paid heed to this request, and now offers a solution.

In mid-October 2014, Google announced that, as of November 2014, potential customers can directly contact businesses using local Google forwarding numbers that have the same area code as their business phone numbers. However, for areas where this won’t be possible, the dial code for their region will be displayed instead.

“We understand that many local businesses can benefit from featuring ads with local numbers, since people are more likely to call a number with a recognizable area code,” stated the announcement in the Google AdWords Help Center.

This move by Google aims to help potential customers reach businesses through Google Search easier and faster, as well as support advertisers’ AdWords campaigns and drive more conversions. Certainly, if a customer wants to make a quick restaurant reservation, one with a familiar dial code would be a more appealing option, thus benefiting both the customer and the business.

Google encourages advertisers to review and update their current call extension phone numbers to either a toll-free or a local number, based on their business goals. The company noted though that if a local forwarding number isn’t available in a particular area, ads will still display a toll-free Google forwarding number.

Google also provided advertisers with quick steps should they want to change their settings for an existing call extension.

Click the Ad extensions tab in AdWords.
From the View drop-down, choose Call extensions.
Find the call extension you’d like to edit in the table and click the pencil icon next to the extension.
The phone number will be listed under “Selected phone numbers.” Click the pencil icon next to the extension to open the “Edit phone number” window.
Update your phone number. Google will attempt to provide a local or toll-free forwarding number to match the format of the number you provide (where available).
Click Save.

Advertisers can learn more about Google AdWords’ call extensions updates in the support center.

How can adding a local Google forwarding number to your campaigns help your business? Share your thoughts in the Comments section below.

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