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. How should you optimize this client’s campaign to help achieve their goal?

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.