How do I optimize call extensions for better leads?

Understand what you’re optimizing in 2026: “call extensions” are now call assets (and call-only ads are on the way out)

If you’re asking how to optimize call extensions for better leads, the first important shift is terminology and structure. What used to be called “call extensions” is now managed as call assets. They’re the cleanest way to put a phone number directly on your Search ads so prospects can call you instead of (or in addition to) visiting your site.

Call-only ads (also called call ads) are being deprecated. Two dates matter if you rely on phone leads: February 2026 (creating new call-only ads is removed) and February 2027 (existing call-only ads stop receiving impressions). The practical move is to run responsive search ads and use call assets to generate call leads without interruption.

From a user experience standpoint, call assets can show a tap-to-call button on phones. On desktop, they can show a “Call us” experience where the user can see your number (or a forwarding number if reporting is enabled) and even scan a QR code to open their phone dialer. You pay the same way you would for a normal click, and the cost of a call click is treated like a standard headline click.

Build the foundation first: clean setup beats “tweaks” every time

1) Use the right phone number (and avoid silent disapprovals)

Better leads start with a number that is eligible, trusted, and actually answers. Use a number that connects to the advertised business, is active, and has voicemail configured. Avoid fax numbers, premium-rate numbers, and vanity numbers (numbers with letters). In many industries, Google will test the number with brief calls to validate it—so “it rings on my desk sometimes” isn’t the standard; it needs to be consistently reachable.

Also make sure the number matches the country you’re targeting. If you’re targeting the United States, use a U.S. number. Mismatches here are one of the most common reasons call assets don’t serve reliably, even when everything else looks fine.

2) Enable call reporting and track call conversions the right way

If you can’t measure calls, you can’t optimize leads—full stop. Turn on call reporting at the account level so your call assets can use forwarding numbers and you can see call outcomes and attributes (duration, start time, caller area code, missed vs received, and more).

Then set up a phone call conversion action for “calls from ads” and choose a minimum call length that filters out junk (wrong numbers, accidental taps, tire-kickers). In lead gen, I typically recommend counting one conversion per ad click (not “every”), because it aligns better with how sales teams value a single lead event.

Finally, ensure your call conversion action is set as a Primary action if you want bidding to prioritize it. If your campaign is meant to drive calls above all else, remove other conversion goals from the campaign’s goal settings so the algorithm doesn’t “helpfully” optimize toward easier-but-lower-quality actions.

3) Schedule call assets to only show when you can answer (quality goes up immediately)

This is the easiest win most advertisers ignore. In the call asset’s advanced options, schedule your business hours so you’re not paying for calls that roll to voicemail or get missed. Missed calls don’t just waste spend; they train the system on bad outcomes and can lower the overall efficiency of call-focused optimization.

Optimization levers that increase both call volume and lead quality

1) Get the call asset to show more often: Ad Rank and call-focused bidding matter

Call assets do not show on every impression. They show when the system predicts the asset (or combination of assets) will improve performance and when your ad’s position and Ad Rank are high enough to win the additional real estate. Translation: if you’re stuck in low positions with thin ad quality, your call asset will be “eligible” but rarely seen.

To increase call-asset visibility, focus on the boring fundamentals that actually move Ad Rank: tighter ad group themes, more relevant responsive search ads, strong landing page alignment (even if calls are the primary action), and bids/budgets that can compete.

If you’re on manual bidding, consider using interaction (call) bid adjustments to show call interactions more frequently to mobile users. If you’re on Smart Bidding, the equivalent lever is cleaner conversion configuration: primary call conversions, realistic conversion values (if you’re using value-based bidding), and goal settings that don’t dilute the algorithm’s objective.

2) Intentionally “shape” call intent with your keywords and ad text

Higher call volume doesn’t automatically mean better leads. The best call campaigns pre-qualify before the phone rings.

Use ad copy that sets expectations: pricing cues (“Starting at…”, “Free estimate”), availability (“Same-day appointments”), geography (“Serving Dallas–Fort Worth”), and service boundaries (“Residential only”, “No emergency calls”). You will often see fewer calls but a materially higher close rate—especially in high-volume local services categories.

Also remember that call assets can sometimes serve in a more call-forward format (similar to a call ad) when you’re using responsive search ads, you have an eligible call asset, and your bidding is optimized toward call conversions using Smart Bidding. If you want more of that behavior, lean into call conversion optimization. If you don’t want it (for example, you need site visits to educate first), change one of those conditions (such as shifting optimization away from call conversions for that campaign).

3) Use call details (and call recording) to find what’s actually creating leads

Once call reporting is enabled, the biggest optimization unlock is the Call details report. This is where seasoned managers separate “calls happened” from “leads happened.” You can analyze which campaigns, ad groups, and even which search keywords are driving calls, then prioritize the intent that produces longer, answered calls.

If you’re eligible, call recording can take this further by letting you replay calls for quality coaching and sales process improvements. Recordings are available for a limited window (30 days after the call), and eligibility depends on requirements like call reporting being enabled, using a U.S.-based number, and verified domain ownership for the domains used in ads and assets. Even a short weekly review of recordings can reveal patterns like poor phone handling, missed qualification questions, or ads attracting the wrong service requests.

4) Protect performance: reduce missed calls, spam, and policy-based throttling

Two issues quietly destroy call lead performance: missed calls and restricted serving.

Missed calls are an operational problem that becomes an acquisition problem. If your team can’t answer, you’re effectively paying to generate frustration. Fix it with scheduling, staffing, overflow routing, or tighter geo/hour targeting.

Separately, be aware that some verticals and some high-risk keywords can trigger restrictions that reduce or eliminate delivered impressions for call ads/call assets, and simply raising bids won’t fix it. If you suspect you’re in a sensitive category, shift toward building trust signals (strong business information, consistent branding, clean keyword intent) and use call assets in standard responsive search ads rather than relying on call-only formats.

Quick diagnostic checklist: when call assets aren’t producing enough leads

• Serving: Is the call asset approved and actually showing (not just “eligible”)? If impressions are fine but call interactions are low, you may have a visibility/Ad Rank issue.
• Measurement: Is call reporting enabled at the account level, and is your “calls from ads” conversion set up with an intentional minimum call length?
• Bidding: Is your call conversion action set to Primary, and are campaign goals aligned so bidding isn’t optimizing toward something else?
• Hours: Are you scheduling call assets to only show when calls will be answered?
• Lead quality: Are short calls dominating? If yes, raise the minimum call length and tighten keywords/ad messaging to pre-qualify.
• Operational reality: Are you missing calls during peak hours? If yes, fix staffing/routing first—then scale spend.
• Restrictions/policy: If impressions dropped sharply and nothing else changed, consider whether your vertical/keywords could be impacted by access restrictions and adjust strategy accordingly.

To get better leads from Google Ads call extensions, start by shifting to call assets on responsive search ads (since call-only ads are being phased out), then make sure you’re using a clean, local, answerable number, enabling call reporting, and tracking a dedicated “calls from ads” conversion with a sensible minimum duration so short, low-intent calls don’t pollute your optimization signals; from there, set call conversions as Primary for call-focused campaigns, schedule call assets only during staffed hours, and improve Ad Rank (relevance, bids, budgets, landing-page alignment) so your call assets actually show, while using ad copy and keywords to pre-qualify callers with cues like pricing, service area, and availability, and regularly reviewing call details (and call recording where eligible) to spot which campaigns and queries produce longer, answered calls and fix operational issues like missed calls before scaling. If you want help staying on top of these moving parts, Blobr connects to your Google Ads and runs specialized AI agents that continuously analyze performance and turn best practices into clear, prioritized actions—like tightening keyword-to-landing-page alignment with the Keyword Landing Optimizer, or refining supporting messages with the Callout Extension Optimizer—so your call assets can drive not just more calls, but better ones.