Clicks Are Easy. Phone Calls Are Hard. Build Ads That Make the Phone Ring.

Phone calls from ads are harder to get than clicks, especially for healthcare brands that rely on direct contact. Ads that generate calls need the right keywords, targeting, and ad formats to work. This guide explains how to design campaigns that drive more phone inquiries - not just traffic.

Why Phone Calls Matter More Than Clicks

For most healthcare businesses—like home health agencies, physical therapy clinics, or senior care providers—conversions don’t happen on landing pages. They happen on the phone. That’s where trust is built, questions are answered, and appointments get scheduled.

A click doesn’t mean a conversation. Without a strategy tailored for phone calls, even your best-performing Google Ads campaign may fall short of producing real results.

1. Use Call-Only and Call-Extension Ads

Start by setting up Call Ads in your Google Ads account. These ads skip the landing page entirely and let users tap to call directly. Call-only ads are ideal for mobile-first strategies and service providers who convert via conversation.

You should also enable call extensions on all other ad types. This places your number right under your ad and encourages instant contact—especially for users who are ready to take action.

2. Target High-Intent Keywords

If your goal is to get the phone to ring, you can’t afford to show up for vague search terms. Instead, focus on high-intent phrases like:

• “In-home care near me”

• “Physical therapy clinic open now”

• “Private duty nursing with phone number”

• “Call [service] provider today”

Combine these with location-specific targeting so your ad shows up for people in the right city, ZIP code, or neighborhood.

3. Schedule Ads Around Availability

Nothing frustrates a potential caller more than reaching voicemail. Use ad scheduling to show your phone-driven ads only during business hours—or when someone is actually available to answer. Google Ads lets you schedule by day and time for maximum efficiency.

4. Use Location Targeting + Radius Bidding

Your ads should only show to people who are geographically eligible for your service. Use location targeting and radius bidding to narrow your reach, so you’re not paying for irrelevant clicks. For multi-location providers, assign separate campaigns or ad groups for each office.

You can learn more about geographic targeting from Google’s documentation.

5. Include Strong Call-Focused Copy

Ad copy must emphasize that the action is to call—not just to learn more. Try variations like:

• “Speak to a care coordinator now”

• “Call us for same-day appointments”

• “Our intake team is ready to answer questions”

Pair this with urgency or reassurance to make the phone call feel natural and necessary.

6. Set Up Conversion Tracking for Calls

Use Google Call Conversion Tracking to monitor which ads, keywords, and devices are driving actual phone calls. You can track:

• Calls from ads (click-to-call)

• Calls from a number on your website

• Call duration and quality

Tracking allows you to see real performance—not just ad impressions or click-through rates.

7. Refine With Negative Keywords

Not all clicks are created equal. You don’t want your ad showing up for searches like “free care” or “Medicaid nursing home” if you don’t accept those. Regularly review your search terms report and add negative keywords to filter out irrelevant traffic.

This protects your budget and improves your conversion rate.

8. Optimize Your Landing Pages (If You Use Them)

If your ad sends users to a website instead of a call, make sure the phone number is front and center—clickable on mobile, bolded at the top, and not buried in a footer. Add trust signals like:

• Testimonials

• Licensing or credentials

• Staff photos

• Map and directions

If you're relying on a one-page site or cheap landing page, that could be hurting your conversions. Learn why in this insight on poor-performing websites.

9. Monitor Call Quality and Outcomes

Use tools like CallRail or Twilio to record and score calls. Analyze:

• How many calls came from ads?

• Did the staff answer promptly?

• Were leads properly handled?

Improving the experience after the call starts is just as important as generating the call in the first place.

10. Get a Brand Awareness Review

Before you spend more on ads, make sure your website, business listings, and Google visibility are aligned for success. A free Brand Awareness Review will uncover why your current efforts may not be working—and what to fix for better results.