Google Call-Only Ads with No Headlines Cut CPA by 28% [Case Study]

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Typically, ready isn’t an possibility. Typically, your potential clients want your assist proper this second. Sure trades come to thoughts: plumbers, locksmiths, tow truck drivers—the checklist goes on. If the issue your service solves typically comes up unexpectedly, it’s possible that a lot of your prospects act with a way of urgency.

So it’s in your finest curiosity to make it straightforward for them to get in contact with you. If you happen to don’t, they’ll shortly discover one among your rivals and provides them a number of cash as a substitute of you.

For this reason Google call-only advertisements are your new finest good friend.

The fundamentals of Google call-only advertisements

Because the identify suggests, call-only advertisements are constructed for one easy goal: to encourage your prospects to name you. Right here’s a main instance from American Towing:

Google call-only ad example

When a person clicks a call-only advert, they’re not taken to a touchdown web page; as a substitute, a small window pops up and prompts them to put a name to whichever enterprise positioned the advert. That’s it—two clicks they usually’re on the cellphone with you. If you happen to’re searching for an advert format that creates a ton of friction, produces many complications, and yields only a few conversions, this ain’t it.

Better of all: There aren’t any extra prices related to Google call-only advertisements. When somebody clicks, you’re charged a regular CPC—simply as you’d be with a typical textual content advert.

If you wish to get in on the motion, create a brand new search marketing campaign and choose Get cellphone calls from set-up particulars. When you’ve set your focusing on parameters and created an advert group, go to Advertisements & Extensions, create a brand new call-only advert, and assign it to that advert group.

Google Ads platform view of call-only ad

Now, it’s time to put in writing your copy. Right here’s what you’re working with:

  • Two headlines (optionally available)
  • Enterprise identify
  • Telephone quantity
  • Two traces of description textual content
  • A show URL

As you may see, you aren’t required to put in writing any headline copy. If you happen to go away these two fields clean—which, as we’ll focus on, is an efficient tactic—Google will auto-create two headlines in your behalf: one on your cellphone quantity, and one for your enterprise identify. Right here’s an instance:

Google call-only ad with automatic headlines

Sub-optimal description copy apart, that’s a textbook instance of what we name a no-headline call-only advert. Once more, it’s not that customers don’t see headline copy; it’s that the advertiser didn’t write headline copy. Let’s speak subsequent about why anybody would take this strategy.

No-headline call-only advertisements: The speculation

As a result of they’re constructed to drive cellphone calls, call-only advertisements are solely eligible to run on cellular gadgets. However right here’s the difficult half: Cell gadgets are available a ton of various sizes and styles. If a person’s display screen is on the larger aspect, they’ll see all of the advert copy. But when their display screen is on the smaller aspect, Google will minimize some copy “with a purpose to benefit from the smaller display screen area.” If you happen to determine to put in writing copy for these two optionally available headline fields, you haven’t any approach of figuring out which particular iteration of your call-only advert is being proven to a selected prospect.

Alternatively, should you decide out of these optionally available fields, for sure that everybody is seeing the identical headline copy—no matter display screen measurement. Everybody will see your cellphone quantity and your enterprise identify. That’s it.

Right here’s the speculation. Somebody in want of a plumber/locksmith/tow truck driver is searching for two key issues: pace and belief. They need a quick resolution, however they need a reliable resolution, too. We’ve already established that permitting customers to put calls straight from the SERP takes care of the pace issue. When it comes to belief, one piece of data could make all of the distinction: a enterprise identify. Check out this call-only advert once more:

Google call-only ad example with headlines

You’re pressured. You’re in a rush. You’re shortly scanning headlines in quest of the correct resolution. Do you click on this advert? Perhaps. However should you’re the cautious sort, the dearth of a enterprise identify—the dearth of a belief sign—is likely to be an issue.

(Sure, I acknowledge that Google places advertisers’ names on the prime of their cellular advertisements. You’ll be able to’t anticipate somebody who’s scanning even sooner than standard to catch each little element of your advert.)

Now, check out this no-headline call-only advert for an emergency HVAC service. Bear in mind, that is the precise headline copy you’d see regardless of how huge or small your machine:

no-headline call-only ad

From the attitude of an overwhelmed person searching for a quick, reliable resolution, that is in all probability essentially the most interesting advert.

TL;DR: The no-headline speculation

Name-only advertisements with no extra headlines will carry out finest as a result of they’ll at all times ship interesting, reliable advertisements no matter person display screen measurement.

No-headline Google call-only advertisements: The information

Earlier this 12 months, two members of our in-house company workforce, Alex Reardon and Chris Panetta, determined to place no-headline call-only advertisements to the check. Working with a shopper who runs a pest management enterprise, they experimented with seven distinctive iterations of the call-only format:

  1. zero headlines, 1 lengthy description
  2. zero headlines, 2 brief descriptions
  3. zero headlines, 2 lengthy descriptions
  4. 1 headline, 1 regular description
  5. 1 headline, 2 lengthy descriptions
  6. 2 headlines, 1 regular description
  7. 2 headlines, 1 regular description

Right here’s what they discovered:








1 lengthy






2 brief






2 lengthy






1 regular






2 lengthy






1 regular






1 regular





And right here’s a simplified breakdown:


Avg. CTR

Avg. CPC

Avg. CVR

Avg. CPA






zero <





The common conversion fee (CVR) amongst no-headline call-only advertisements was 17% larger than that amongst customary call-only advertisements. Much more spectacular, the typical value per motion (CPA) amongst no-headline call-only advertisements was 28% decrease than that amongst customary call-only advertisements.

Within the case of this advertiser, the conclusion is evident as day: Google call-only advertisements that characteristic nothing however a cellphone quantity and a enterprise identify are simpler and cheaper.

No-headline call-only advertisements: The takeaway

If we haven’t already made it abundantly clear, this can be a case examine—the expertise of a single advertiser. We’re not suggesting that chopping the headline copy out of your call-only advertisements completely ensures a better CVR and a decrease CPA. Relying on the service you’re providing and the viewers you’re focusing on, you may even see fully totally different outcomes.

Nonetheless, these findings are compelling. Shaving greater than 25% off the highest of your CPA is not any joke. Although we will’t say that’s consultant of all advertisers, it’s substantial sufficient to warrant some testing in your finish. Be at liberty to make use of Alex and Chris’ mannequin: run totally different iterations of the call-only advert format side-by-side and see what occurs. We wouldn’t be stunned should you noticed superb outcomes!

A be aware on the information

The information introduced on this case examine is predicated on the outcomes of an experiment inside a US-based WordStream shopper account that started on March 1, 2019 and ended on June 1, 2019.

Source link WordStream

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