Dealing with online advertising can feel complicated, especially when trying to choose the right ad format for your business goals. Google Ads provides several options, but two of the most distinct are Call-Only Ads and search ads. While both appear on the Google Search Network, they serve different purposes and connect with potential customers in unique ways. Understanding the core differences between them is key to creating a successful advertising strategy.
Let’s explore the main differences between Google search ads and call-only ads, so you can use the ad type that is relevant to your conversion goal.
The Purpose and Function of Each Ad Type
Google Search Ads are designed to generate clicks to a website. The main goal is to send a user to a specific landing page where they can learn more, fill out a form, or make a purchase. When a user sees a Search Ad, they click on a headline or a link within the ad that takes them away from the search results page and to your website. This format is ideal for businesses that have a clear sales funnel on their website, such as e-commerce stores, blogs with informational content, or services that require a form submission to get a quote. The ad provides multiple lines of text, site links, and other extensions that offer a more detailed preview of what the user will find on the landing page.
In contrast, Call-Only Ads have a single purpose: to generate phone calls. They are only shown on devices that can make phone calls, like smartphones. The ad headline is a clickable phone number, and a user cannot click through to a website. The sole action available to the user is to initiate a call directly to your business. This ad type is highly effective for businesses that rely on immediate, high-intent communication. For example, a local plumber, an emergency locksmith, or a medical clinic would find this format valuable because their customers often need a quick solution and prefer to speak with someone right away.
User Intent and Audience Targeting
The type of ad you choose should align with the mindset of your target audience. A user searching for “best vegetarian restaurants” might be in the research phase and wants to see a menu, read reviews, and check hours on a website. A standard Search Ad would be the better choice here. However, someone searching for “emergency plumbing service” has an immediate, urgent need. They are not looking to browse a website; they want to call a professional and book a service as quickly as possible. For this user, a Call-Only Ad is the most direct and helpful option.
This difference in user intent is reflected in how these ads perform. In 2025, the average conversion rate for search network ads is around 6% for search ads, but phone calls from ads often result in higher conversion rates. People who call are often closer to making a purchase decision. The quick connection Call-Only Ads provide can lead to a more direct and valuable interaction, making the lead more likely to convert into a paying customer. For some industries, leads from phone calls can convert 10 times more than those from web leads, with phone calls closing between 25% to 40% of the time.
Cost and Reporting
Both ad types operate on a pay-per-click (PPC) model. However, what you are paying for is different. With a standard Search Ad, a click is counted every time a user clicks any part of the ad, regardless of whether they take a further action on your website. With Call-Only Ads, you pay when a user clicks the button that initiates a phone call. This means your budget is focused specifically on driving calls, which can be more cost-effective if calls are your primary source of sales.
Reporting for each ad type is also distinct. While you can track call conversions from standard Search Ads using a call extension, the data is separate from the main click-through rate and website engagement metrics. Call-Only Ads are designed to track call-specific data. You can measure call duration and even set up conversion tracking to count calls that last a certain number of seconds as a conversion. This provides a clear view of how many direct, quality leads your campaign is generating, which helps you fine-tune your strategy to get the best return on your investment.