Google has long been a major proponent of click-to-call. It’s been a central element to their mobile display offerings, and for good reason. The company recently came out with some surprising success statistics indicating hundreds of thousands of advertisers are using phone extensions now, which have resulted in millions of calls a month via search and display ads.
Google said over the last three months, the number of Google advertisers using phone extensions on mobile has grown by an average of 28 percent month-over-month globally. The company said campaigns with the click-to-call feature report 6-8 percent higher click-through rates than ads that don’t have it. One advertiser in particular has seen even higher success.
Roy’s, a chain of Hawaiian restaurants, recently reported it has seen an 800 percent in return on investment after pursuing a mobile-only hyper-local campaign that relied on click-to-call as a major element. The mobile-only campaign helped increase calls to restaurants by 40 percent and click-through rates by 539 percent compared to desktop. The cost per click was also 67% less than desktop ads.
“With Google’s hyperlocal mobile advertising, we were able to target our potential guests at their point of need. Mobile searchers looking for dining options could effortlessly see how close they were to a nearby Roy’s Restaurant and the click to call function allowed for instant reservations,” said Jason Maloney, Vice President of Marketing for Roy’s. “The numbers are impossible to ignore. We have to invest in hyperlocal mobile advertising as part of our long-term growth strategy.”