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Google announced on Google+ that they are expanding the local call forwarding numbers to the UK.
So UK businesses can display local based phone numbers in their ads that will track calls and handle reporting.
Google said, "Local forwarding numbers are now available for numbers based in the UK."
Local Google forwarding numbers share the same area code as your business phone number, or a local area code for the same geographic region. For example, if your business is based in London your ads are eligible to use a “20” area code with your Google forwarding number.If you’d like to show a local Google forwarding number with your ad and already have a local phone number assigned to your call extension, you’re all set. If you’ve assigned a toll-free number to your call extension and prefer to use a local Google forwarding number, update your call extensions settings.
In some cases, a local Google forwarding number may not be available. If this happens, your ad will continue to show a toll-free Google forwarding number.
For more details on how this all works, see this document.
Forum discussion at Google+.
