Following their announcement October 1, Google made phone calls a regular conversion type in Google Adwords. This is on the back of their study which discovered that a whopping 70% of mobile searchers call businesses directly from a search result and each month more than 40 million calls are made from search ads globally.

With the growth of mobile advertising and general mobile usage, it is no surprise that Google have decided to have added calls as a new conversion type in Adwords. It also means that mobile click-to-call ads will be enabled to be used in conjunction with automated bidding solutions such as the Conversion optimiser.

As usual, calls as conversions will be counted based on an aggregate number of calls that your ads generate as well as the duration of the phone calls.