About call ads

We renamed call extension ads to call add-ons to better describe their functionality.

When you create a new lead campaign from Meta Ads Manager desktop or the Ads Manager app, you can select Calls as your conversion location to create call ads. Call ads help to generate leads by encouraging people to call you to learn more about your products or services, place an order, schedule an appointment and more. You can use both mobile and landline numbers, including 1-800 freephone numbers, as the Destination to set up the ad.

Call ads can include an image or video and a Call now button. When someone taps on a call ad or the Call now button, the keypad with the prefilled number will open on their phone. From this point, the person can proceed with the call or exit the screen.

To create a call ad, select traffic, engagement, leads or sales as your objective. Depending on the objective that you select, your ad campaign is optimised for different goals.

Example of a call ad

Call add-ons are designed to send people to your website and encourage them to call you to learn about your products or services. Call add-ons can include a website link and a call-to-action button, such as Learn more and Contact us. When someone taps on a call add-on or the call-to-action button, they'll be redirected to your website from the in-app browser with a Call now button visible at the bottom. People can then take specific actions, such as book an appointment or make a purchase, either on your website or through a direct call.

To create a call add-on, select Traffic, Leads or Sales as your ad objective.

Example of a call add-on

Note: Call ads can only be delivered across the following ad placements on mobile devices: Facebook Feed, Facebook Marketplace, Facebook Reels, Facebook video feeds, Instagram feed and Instagram Stories. When you create an ad with a call add-on, the call add-on component can only appear on your website when someone taps on the ad from Facebook Feed, Facebook video feeds, Instagram feed and Instagram Stories. If the person taps on the ad through any other placements, they will be directed to your website without the call add-on component appearing.

• Schedule call ads and call add-ons to run during your listed business hours to make sure that you're available for the calls.
• Allow people to request a callback if you weren't available to pick up their call. You can turn this callback request feature on or off during ad creation and while the ad is running. Note: Callback requests are only available for call ads.
• See reporting metrics, including Estimated call confirmation clicks, Calls placed, 20-second calls, 60-second calls and Callback requests submitted.
  Note: Reporting metrics are only available to advertisers based in the US or US territories.
• Choose your attribution setting at the ad set level when you create a call ad in Meta Ads Manager. Attribution setting is a finite period of time during which conversions can be credited to your ads and used to inform campaign optimisation.