Dive Brief:

• Google has introduced call-only campaigns and call-only ads for its search advertisers. 
• The new ads replace the URL with the phone number of the business. A customer is not able to get to the advertiser's website from the ad.
• Call-only ads can be run as a call-only campaign or call-only ads can be added to an existing paid search campaign in AdWords. 

Dive Insight: 

It seems old-school, but valuing a phone call over a website visit could be a good marketing strategy—you're less likely to lose a customer's attention with a phone call. Even better, a call-only campaign could be great for a business that haven't yet developed a mobile-friendly website. Marketers that are missing the true connection to the customer will likely see real value in a call-only campaign. It does, however, run the risk of driving away customers who may get frustrated they can't visit a website. So it will be worth watching to see if a call-only campaign from Google really will drive more phone calls to businesses.