You may want to create a Facebook ad campaign that has the goal of driving phone calls. There are many applications for this, but examples include calling in an order or making a call to discuss services with a salesperson. Direct “Call Ads” have weaknesses that Call Extension Facebook Ads help solve.

In this post, let’s discuss how these are different from Call Ads, and how you can set up your own Call Extension Facebook Ad today.

Compared to Call Ads

Your standard Call Ad consists of a “Call Now” call-to-action button.

Facebook Call Ad

If someone clicks on the ad or button, it will open up a dialog to begin a phone call.

Facebook Call Ad

After clicking, the user doesn’t need to execute the call.

Call ads can be created using Traffic and Lead Generation objectives, and appear within the Facebook news feed, Facebook Marketplace, and Instagram news feed.

The Problem with Call Ads

When you run a Call Ad, the goal is only to execute that phone call. There are no other options for the user.

Additionally, the only context for making a phone call is the content within the ad. That puts a lot of pressure on your ability to motivate a phone call within a single ad unit.

How Call Extension Facebook Ads are Different

Call Extension Facebook Ads work much differently. It looks like a typical link ad in the news feed…

Call Extension Facebook Ad

It even functions like a typical link ad in most respects. Click on it, and it will open a link…

Call Extension Facebook Ad

The difference, however, is that there is a fixed “Call” button at the bottom of the screen.

The Benefit of Call Extension Facebook Ads

The phone call is no longer the goal. You’re hoping that the user buys or performs some other conversion. But the “Call” button is at the bottom JUST IN CASE they may need it.

This is a great customer service tool. The Call Extension gives your salespeople a chance to answer any questions that may need to be answered first. So this extension closes sales that may not have occurred with a standard link ad.

How to Create a Call Extension Facebook Ad

First, you can use either Traffic or Conversions objectives.

Facebook Ads Conversions Objective

Create your ad as you typically would. Select the “Website” destination and provide the URL for where you want to send people.

Facebook Ad Destination

Check the box to “Show call extension on your website” and provide the phone number that a user can call.

Call Extension Facebook Ad

Note that you can use any placements that you’d normally use for Traffic and Conversions ads. However, the call extension will only appear where applicable.

Your Turn

Have you ever created a Call Extension Facebook Ad? How did you use it? Or how might you in the future?

Let me know in the comments below!

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