Google Responsive Search Ads for Pay-Per-Call

Google Call Ads Setup with Responsive Search Ads

In the last tutorial, we tackled classic Google Call Ads. But Google is always changing the game, and there’s a good chance call-only ads might be going away. In fact, Google is sunsetting call ads and steering advertisers toward call assets on responsive search ads instead.^{[2]About call adssupport.google.com} That’s why this guide covers the ad type that’s taking over: Responsive Search Ads (RSAs) with Call Extensions.

These are a different beast entirely, and if you want to keep generating phone calls in 2025 and beyond, you need to master them. This is battle-tested advice from spending over $671,000 on Google Ads.

Table Of Contents

• What Are Responsive Search Ads (RSAs)?
• Our Game Plan
• Step 1: Campaign Setup for RSAs
• Step 2: Location & Audience Targeting
• Step 3: Building the Responsive Search Ad
• Step 4: Setting Up Full-Funnel Conversion Tracking
• A Look at Real-World Data
• Final Thoughts

What Are Responsive Search Ads (RSAs)?

Instead of creating a static ad, you feed Google a bunch of different headlines and descriptions. Google’s algorithm then mixes and matches them to find the highest-performing combinations for different users. You can supply up to 15 headlines (30 characters each) and 4 descriptions (90 characters each), and Google tests the combinations to learn which perform best.^{[1]About responsive search adssupport.google.com}

For pay-per-call, the magic happens when you attach a Call Extension. This adds a clickable “call” button to your ad on mobile devices. The user gets a choice: click the ad to visit your landing page OR tap the button to call directly. This gives you two shots at getting a lead from a single impression.

Our Game Plan

Here’s the breakdown of what this guide covers:

1. RSA Explained – A quick look at how they work
2. Campaign Creation – Building a campaign specifically for RSAs with call generation in mind
3. AI-Powered Targeting – Using ChatGPT to pull zip codes and locations
4. Ad Creation – Building out the actual RSA with multiple headlines and descriptions
5. Dual Conversion Tracking – Setting up tracking for both call extension clicks AND calls from the landing page
6. Real Data Deep Dive – Inside a live account so you know what to expect

Step 1: Campaign Setup for RSAs

Here’s how to set up your campaign in the Google Ads interface:

1. Click the button to create a New Campaign.
2. Always choose Create a campaign without a goal’s guidance. Full control is essential.
3. Select Search.
4. For your goals, check BOTH Website visits and Phone calls. Enter your landing page URL and your business phone number.
5. Naming Convention – Keep it clean. Something like FENC - RSA - MaxClicks.

Bidding Strategy

If you’re just starting, stick with Max Clicks. You need to gather data before getting into Target CPA. Set a reasonable max cost-per-click (around $4 in the US for competitive niches is a common starting point) and let it gather data.

Step 2: Location & Audience Targeting

Campaign Settings

• Networks – Instantly uncheck Search Partners and Display Network. Focus on high-intent searchers on Google.com only.
• Locations – For home services, this is non-negotiable. Use ChatGPT with a prompt like: list 10 Los Angeles County zip codes in the format "zip code, United States". Use the “Add locations in bulk” feature to paste them in.
• Audiences – Give Google a hint. For a fence repair campaign, add “Homeowners” as an audience segment. Start with the Observation setting so you can see performance data without limiting your reach.
• Ad Schedule – Only run ads when you can actually answer the phone. Otherwise, you’re donating money to Google.

Step 3: Building the Responsive Search Ad

Now for the core of the setup. In your ad group, build the ad with these components:

• Final URL – Your landing page, e.g., https://ppcbasic.com/fence.
• Headlines – You have many slots. Fill them up with a mix of benefits, features, and calls to action. Use ChatGPT if you need ideas: Generate 10 short headlines (under 30 characters) for a fence repair service.
• Descriptions – Give Google at least two solid, 90-character descriptions. (Google requires a minimum of 3 headlines and 2 descriptions per RSA.)^{[1]About responsive search adssupport.google.com}
• Call Extension – Make sure your phone number is added as a call extension directly to the ad.
• Image Extension – Add a relevant image. It makes your ad stand out and can increase click-through rates.

The Pro-Level URL Suffix

This is a trick most people miss. Go to “Ad URL Options” and paste in a tracking suffix:

service_type=fence&googloc={loc_physical_ms}&googint={loc_interest_ms}&kw={keyword}&source={network}

A custom landing page plugin can then read this URL and dynamically change the content on the page to match the user’s location, making it hyper-relevant.

Step 4: Setting Up Full-Funnel Conversion Tracking

You need to track two different types of calls to get a complete picture of your funnel.

1. Tracking Calls from the Ad (Call Extension)

1. Go to Goals > Conversions > New conversion action.
2. Select Phone calls > Calls from ads using call assets or call-only ads.
3. Name it something like “Call Extension – 120 secs – $50”. Set a realistic call length (e.g., 120 seconds) and a value.
4. Go to your campaign’s assets, find your call asset, and edit it to use this specific conversion action.

2. Tracking Calls from the Website

1. Create another conversion action: Phone calls > Calls to a phone number on your website.
2. Name it “Call from Lander – 120 secs – $50”.
3. Enter the phone number exactly as it appears on your website. Google will dynamically swap this number for a forwarding number for users who clicked your ad.^{[3]Track calls to a number on your websitesupport.google.com}
4. Google will give you two JavaScript snippets. You need to add BOTH to the header of your website. A “Header Footer Scripts” plugin in WordPress makes this easy.

A Look at Real-World Data

Once you’re running, you can segment your campaign by “Click Type.” You’ll see clicks broken down into “Headline” (clicks to your website) and “Mobile clicks-to-call” (clicks on your call extension).

In most accounts, the mobile clicks-to-call are almost always the higher-converting traffic. This tracks with the broader pattern that inbound phone calls convert at far higher rates than web clicks.^{[4]Phone calls convert better than web leadsconversionsciences.com} This is why having that call extension is so important for pay-per-call campaigns.

Final Thoughts

Responsive Search Ads are the future of Google Ads, and combining them with call extensions and proper tracking is how you win in the pay-per-call space. With this setup, you’re tracking the entire funnel and can optimize for what actually makes you money.

P.S. The dynamic location insertion landing page plugin and advanced course content are available at PPCBasic.com.