Last fall, Google launched calls as conversions for AdWords in the US, UK, and Germany. They recently expanded this functionality to Spain and Australia. The company says it will expand it to additional countries in the coming year.

“In a constantly connected world, people rely on their mobile devices to engage with businesses on the go, at any time and from anywhere,” says product manager Anurag Agrawal. “From research to purchase, AdWords mobile click-to-call ads allow advertisers to connect with customers online in a relevant and meaningful way. In fact, over 40 million calls are made directly to businesses from Google ads each month and that number is growing.”

Google is adding some new call conversion settings for those countries that have access. For one, advertisers will be able to assign conversion values to different call conversion types, so they can get a better idea which keywords and ads are generating more valuable phone calls.

“For example, a local bank might assign more value to a 10-minute call about opening a new savings account than a 30-second call enquiring about branch hours,” says Agrawal.

Advertisers can also use ROAS to automatically maximize call conversion value across campaigns with auction-time bid adjustments that take into account device, location, and time of day. The bank, in this case, can drive more phone calls that result in higher conversions.

Advertisers can also customize call conversion names, categories, and conversion windows. The bank could, for example, report on calls for Savings Accounts and Branch hours as different conversions.

Google shares a new white paper on click-to-call here.

Image via Google