Google Click To Call: Charged For All Calls, Even Dead Ones

Mar 13, 2013 • 8:23 am | comments (10) by twitter Google+ | Filed Under Google AdWords

Google Click To CallDid you know that Google AdWords has a feature/extension named click to call? Yea, I did also.

Did you know that Google charges just for a user clicking on the number, even if they don't press the "send" button or even if the call does not go through? I did, but seems like some advertisers did not know that.

Google charges for clicks on the phone number, the same price (I believe) as you would pay if someone clicked on the ad and went to your web site.

Does Google charge for users who click on your ad and for some reason do not end up on your web site? I.e. your site is down temporarily or hacked?


Does Google charge for users who click on your phone number but don't end up ending up speaking to someone at your company?


Same logic.

The question came up at a Google AdWords Help thread where Google AdWords representative Wyatt explained the documentation:

Remember that for mobile devices, a click-to-call is reported as soon as the customer clicks to call your phone number, regardless of whether or not the call is completed.

Is this fair?

Forum discussion at Google AdWords Help.

Previous story: Google's Cutts: Big Brands Get Penalized Often


Jawad Latif

03/13/2013 12:40 pm

Doesn't seem fair at all

Matt Roney

03/13/2013 01:09 pm

By my understanding,


03/13/2013 06:57 pm

You buy a ticket for a movie, but end up not being able to attend. Do you get a refund, or do you still pay for the seat that the theater left empty for you?


03/13/2013 09:54 pm

Aaron. You are not comparing apples to apples. The movie theatre has limited inventory. If you don't sit there, nobody else will, assuming the movie started. Google does not have limited inventory. In fact the capacity for them to handle clicks is relatively unlimited. If the promise is to drive activity to me (clicking to call) then a call actually should go through before I get charged. You would not want to pay for the shirt you order from that does not get delivered, would you? You would ask for a refund.

Niels de Groot

03/14/2013 08:30 am

I already knew this but that is mainly because I work in the industry. This is what we call a click-to-call ATTEMPT. We know that only 28% of the people that click that button actually call through, many misclicks in the mobile space. You are totally right that it is unreasonable that they sell clicks as calls. I do however believe that you should divide two things here, you purchase a service so it is up to you to have your backend in place. If your website is down or hacked it is your responsibility and not the company where you purchase the service from. It is up to you to go in to your account and pause or stop your campaigns.

Jawad Latif

03/14/2013 09:37 am


Thomas Kane

03/25/2013 11:22 pm

It's only a buck, and the conversion ratio of a call is almost always worth it, I'd pay $5 a click if I had to.

Lonnie Bedell

07/03/2013 04:01 am

The movie can also add another show...Google probably doesn't have the technology to know if the call went through. As always...buyer beware.

Steve Mintz

07/03/2013 11:50 am

Yes, the theater can add another show but only at the expense of something else. Fixed inventory. To truly generate incremental revenue, they either need to raise prices, charge for other services, or build out new screens and seats. The real-point is after all, as noted above, buyer beware. While Google sells it as Click-to-Call, the reality is a minority of folks actually complete a call. I know that is the intent, but if the minority actually complete a call, it seems a bit slimy to tout the service as it is. But we are all smart people and will calculate our costs to convert to an actual paying customer.

Lonnie Bedell

07/03/2013 04:41 pm

or it could just stay open later. Your analogy infers that every screen is showing a movie 24/7.

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