A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones.
Correct Answer
Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment
Why is this the correct answer?
To help a fine-dining restaurant in London get more phone calls from people researching places to eat on their mobile phones, you should add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment. Call extensions are the primary Google Ads feature designed to encourage direct contact by adding a clickable phone number or call button to search ads. For a restaurant owner, this creates a frictionless path for hungry patrons to make reservations directly from the search results page. Using the mobile clicks-to-call segment is essential because it isolates the specific interactions where users tapped the call button on their mobile devices, rather than just clicking through to the website. This mechanical pairing ensures that the business not only facilitates the desired action but also accurately attributes its lead generation success. By avoiding policy violations associated with headlines and using granular reporting, the advertiser can effectively scale their local London outreach.
Why are the other options incorrect?
Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
Including a phone number in the ad headline is a violation of Google Ads editorial policy and will likely result in ad disapproval. While the mobile clicks-to-call segment is the correct reporting tool, the delivery method fails to meet professional restaurant advertising standards.
Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
This approach fails because Google Ads prohibits phone numbers in headlines to maintain ad quality and prevents tracking of specific call data. Furthermore, the 'top vs. other' segment only shows ad position, which does not provide the London restaurant owner with any data on actual phone call volume.
Add call extensions to the client’s ads and monitor performance with the top vs. other segment
Although adding call extensions is the correct setup for a restaurant, using the 'top vs. other' segment is the wrong way to measure success. This segment only reveals if the ad appeared above organic results, failing to track the mobile click-to-call interactions the client specifically requested.
Real-World Example
A high-end steakhouse in Mayfair, London, wanted to increase their weekend dinner bookings from mobile users. They decided to add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment to ensure they were capturing high-intent searchers. By optimizing their mobile bids and reviewing the click-to-call data, they discovered that 40% of their mobile clicks were resulting in direct phone calls rather than website visits. This strategy led to a 25% increase in total monthly reservations, as patrons found it easier to call the host directly while walking through central London.