TL;DR
- A tap on a call asset's button costs the same as one headline click; Google charges nothing extra for call length.
- Call assets can be set at account, campaign or ad group level, and the most specific level overrides the others.
- Calls from ads count as conversions only with call reporting and a Google forwarding number; the default minimum call length is 60 seconds.
- Google's country list for forwarding numbers does not include Thailand, so Thai-number accounts cannot use call reporting and should rely on click-based or imported call conversions.
A call asset (formerly called a call extension) attaches your business phone number to a Google Search ad, so a person searching on a phone can tap and call you straight from the results page without visiting your website first. When Google Ads call assets are set up fully, with a number that has passed review, a schedule that matches the hours someone can answer, and a call conversion with a minimum call length, you can tell which ads produce real conversations and which only produce accidental taps.
This guide walks through the mechanics piece by piece: where a call asset appears, how it differs from a call-only ad, whether the number needs to be verified, how calls are counted as conversions, and where to read call reports in your account. It ends with what service businesses in Thailand should check before switching it on.
What a call asset is and where it shows
A call asset is one of the asset types in Google Ads that adds information to text ads on the Search Network. On mobile, the user sees a call button or phone icon next to the ad, and one tap places the call. On desktop devices, Google says a "Call us" button can appear under the ad.
Google does not show an asset every time the ad shows. The system shows an asset when it predicts the asset will improve the ad's performance and when the ad's position and Ad Rank are high enough. Adding a call asset gives your number the chance to appear; it does not guarantee the number appears on every impression.
On cost, a tap on the call button is charged the same as a click on the ad headline, so you pay one click at that keyword's CPC. There is no extra charge based on call length, and the normal Google Ads click-counting rules still apply.
Call assets can be added at three levels: account, campaign and ad group. When assets exist at several levels, the more specific level wins. If an ad group has its own call asset, that number is used instead of the campaign-level number. This helps businesses with several branches or departments. A sales line can sit on the ad groups that sell products, while the after-sales line sits on the ad groups about repairs.
How a call asset differs from a call-only ad
Both get customers to call you, but they are built differently. A call asset is attached to a normal text ad, so the user can choose: click the headline to visit the website, or tap the button to call. A call-only ad (also called a call ad) exists only to generate calls. It shows only on devices that can make calls, and tapping the ad starts the call immediately instead of opening a web page.
A call-only ad needs a business name, phone number, headlines, descriptions and a verification URL, and that page must display the same number. The format suited businesses where a call is the only goal, such as an emergency locksmith or a tow truck, where the customer wants a person on the line now and has no interest in reading a website.
Google is retiring call-only ads. According to Google Ads Help, the options to create new call-only ads were removed in February 2026, and existing call-only ads stop receiving impressions in February 2027. Google recommends moving to responsive search ads with call assets, so if an account still runs call-only ads, replace them before that date and set a call-based conversion goal.
How to set up a call asset step by step
- In your Google Ads account, open the Campaigns menu, go to Assets, click the plus button and select Call.
- Choose the level (account, campaign or ad group) based on how your branches and departments are organised.
- Select Thailand as the country and enter the number.
- Turn on call reporting if your account supports it, so calls can be counted as conversions.
- Pick the conversion action to use for calls from ads and set the minimum call length.
- Set the display schedule in the asset's advanced options, then save.
After saving, the asset goes through policy review, and its status appears in the Assets table. If it is disapproved, the system gives a reason, such as the number not connecting or not meeting the requirements.
Do you need to verify the phone number
The number always has to pass review. Google's call asset requirements say the number must be accurate, active and relevant to the business being advertised, and Google must verify it before it can be used. Google Ads Help lists two ways to verify: show the number as text (not inside an image) on the website featured in the ad, on the same domain as the display URL, or prove you own that domain by linking Google Search Console to Google Ads or adding your Google Ads conversion or remarketing tag to the site. A number that is not verified is disapproved for "Unverified phone number". Call assets cannot be appealed, so after verifying, edit the asset or create it again to trigger a new review.
Showing the same number as text on your website is the simplest of these checks, and it also reassures customers who see the number in both places that they are calling the right business. If the business uses the owner's personal mobile, ask whether someone can answer it for every hour the ad is live. An unanswered call is money already spent with nothing coming back.
Scheduling the number to match business hours
A call asset has its own schedule, separate from the campaign's ad schedule. You set which days and which hours the number may show, and the times follow the account's time zone. If the account's time zone is not set to Thai time, the whole schedule shifts, so check the time zone first.
As an illustrative example, a dental clinic that takes calls Monday to Saturday from 10:00 to 19:30 might end the call asset schedule at 19:00, leaving time for the last caller to have a real conversation. Outside those hours the text ad can keep running without the call button, and customers click through to book online or message on LINE instead. Budget then stops flowing to calls no one will pick up.
Public holidays need attention too. The call asset schedule works by day of the week and has no idea about Thai public holidays. If the shop closes for Songkran or New Year, you need to adjust the schedule or pause the asset yourself.
How calls are counted as conversions
Google Ads splits call tracking into several types. Each one measures a different point in the customer journey and needs different setup.
Calls from ads
This type counts calls placed directly from a call asset or call-only ad. It needs call reporting, which uses a Google forwarding number shown in place of your real number so the system knows when the call started, how long it lasted and whether it connected. You set the minimum call length that counts as a conversion, and the default is 60 seconds. If a useful call in your business is short, such as confirming a booking, you can lower the threshold. If qualified calls usually run several minutes, raise it.
The limit is that Google forwarding numbers are available only in some countries, and the country list on Google's call reporting help page does not include Thailand. An account using Thai numbers therefore cannot use call reporting, calls-from-ads conversions with a minimum call length, or calls to a website number. Check the list again before you plan, because Google can update it. Without call reporting, Google Ads offers a "Clicks on call ads and assets" conversion, which counts the taps and lets Google estimate whether a meaningful call followed, but you will not see whether each call connected or how long it lasted.
Calls to a phone number on your website
This type counts calls made after someone clicks an ad, lands on your site and sees the number on the page. It needs a tag on your website that automatically swaps your real number for a Google forwarding number for visitors who came from ads, so it has the same country availability condition.
Clicks on your number on a mobile website
This type counts taps on a phone link (a link starting with tel:) on your mobile site. It is easier to set up and does not depend on forwarding numbers, but what it measures is the intent to call, not a call that happened. A customer can tap and hang up before the call connects, so this number usually runs higher than real calls.
Calls imported from another system
If you use a call tracking system or a CRM that records the outcome of each call, you can import offline conversions back into Google Ads. That way only calls that became appointments or sales are counted, which is a better signal for automated bidding.
The table below sums up what each kind of call tracking counts and what it needs.
| Conversion type | What it counts | What it needs |
|---|---|---|
| Calls from ads | Calls from a call asset or call-only ad that reach the length threshold (60 seconds by default) | Call reporting and a Google forwarding number |
| Calls to a number on your website | Calls placed after an ad click to the number shown on the site | A Google forwarding number and a number-swapping website tag |
| Clicks on your number on a mobile site | Taps on a tel: link, with no way to know if the call connected | A conversion tag tied to the phone link click |
| Imported calls | Calls your call tracking system or CRM marks as successful | Offline conversion import |
Once you have call conversions, decide whether to make them primary conversions that Smart Bidding uses. If mobile number clicks are your primary goal, the system may learn to find people who tap easily rather than people who finish the conversation. If you have real call data or calls imported from a CRM, that data is better suited as the primary goal.
Where to see call reports
Three places are worth checking regularly. The first is the Assets table, filtered to the Call type, to see impressions and clicks for each number. The second is the campaign or ad group report, segmented by click type, which separates call clicks from headline clicks so you can see how much budget goes to the call button. The third is the call details report, available only when call reporting is on. It lists each call's start time, duration, the caller's area code and whether the call was answered or missed.
When you read these reports, compare the share of missed calls against the time of day. If missed calls cluster around lunch or just before closing, the asset schedule or the staffing on the phones needs to change.
Common setup mistakes
- Running the call asset 24 hours a day when no one answers outside business hours, so you pay for call clicks that never connect.
- Using mobile number clicks as the only primary conversion, which makes conversion numbers look better than reality.
- Forgetting to set the account time zone to Thai time, which shifts the entire schedule.
- Using one number for every ad group when the business has several branches, so customers reach a distant branch and have to be transferred.
- Not checking the asset status after changing the number. A disapproved asset simply stops showing.
What this means for Thai marketers
Many local service businesses in Thailand close sales through conversation. Beauty and dental clinics need to book appointments, air-conditioner and car repair shops get customers who want a rough price first, and moving companies need to assess the job. These businesses gain the most from call assets, because people searching on a phone at the moment they need a service often want to talk to a real person straight away.
On the other hand, plenty of Thai customers would rather message on LINE than call. A call asset should sit alongside LINE, not replace it. During staffed hours, show the call button; outside them, let the ad send people to a page with an add-LINE button or a booking form. If the business also runs local SEO, the number in its Google Business Profile and the number in the call asset should match so customers are not confused. For businesses that want both working together, see local SEO services.
FAQ about call assets
Does a call asset cost extra?
No, adding a call asset costs nothing extra. You pay when someone taps the call button, charged the same as one headline click, and there is no charge based on call length.
Why is my number not showing after I added a call asset?
The most common reasons are that the asset has not passed review or that Google did not choose to show it in that auction. Check the status in Assets first, then confirm the asset schedule covers the time you searched and that the ad ranks high enough for assets to show.
Can I use a mobile number in a call asset?
Yes, as long as the number belongs to the business, works, and passes policy review. The extra question is whether someone can answer it throughout the hours the asset is set to show.
How long does a call from an ad have to last to count as a conversion?
The default is 60 seconds, and you can change the threshold in the conversion settings. Set it to match the call length that usually ends in a booking or sale for your business.
Where to start
A safe order is: set the account time zone correctly, add the call asset at the level that matches your branch structure, schedule it for the hours someone can answer, and choose a conversion method that tells you a real conversation happened. After two to four weeks, read the call reports available to your account and adjust the hours and call length threshold. If you want a team to build campaigns that measure calls from day one, see Google Ads management, or read more about search advertising at Relevant Search for Google Ads. For clinics and health businesses that need extra care with ad policies, see healthcare marketing.
