Like every teenager in history, your customers don’t like to be told what to do. They want options, even when it comes to digital ads.

The click may have been king in the early days of the Internet, but smartphones have brought phone calls back as an integral part of the customer journey. Mobile customers want to call you. In fact, 65% of people prefer to contact a business by phone, while only 24% prefer filling out an online form. Now that consumers can go from an ad or website to a phone call with the click of a button, they’re choosing to do so more than ever – digital marketing currently drives 91% of all consumer phone calls!

Major ad platforms have realized calls are on the rise. Giants like Google and Facebook offer click-to-call ad formats, and they have heavily invested in features that allow advertisers to incorporate these offline conversions in their reporting.

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I know you might be hesitant to start driving phone calls, but if it’s the path to more leads and customers, do you really have a choice? Here are five signs your ads need a call option.

1. A Lot of Your Traffic is from Mobile Search

Did you know that 94% of smartphone users have needed to call a business when searching for information? If you have call options on your paid search ads, landing pages, and website, this is great news. Those calls are low-hanging fruit that connect customers directly with your business.

But if you don’t offer call options, you might have a big hole in your funnel; 36% of mobile searchers indicated they would be more likely to explore other brands if click to call was not available when required.

When it comes down to it, mobile customers want options and convenience. They want to be able to research businesses and products on their smartphones, and use their smartphone for its original purpose: to make a phone call. Don’t make your mobile audience battle with fat thumbs on a small screen if they’d rather just talk to someone.

2. Your Abandon Rate on Lead Forms Is Too High

Small screens plus fat thumbs equal fewer completed lead forms. With so many smartphone users navigating through mobile websites with clunky thumbs, it’s no wonder they don’t want to fill out forms.

When you include the option to call, you’ll capture those people who are more comfortable talking on the phone, have questions, or simply don’t want to interact online.

By adding a call option, you also benefit from connecting with consumers in real-time, at the point of their highest interest. The truth is, lead forms aren’t as valuable as a phone call. Only 29% of web leads are ever contacted. Meanwhile phone calls convert at 10 times the rate of digital leads.

So if you’re deciding to include a phone number or click-to-call button on your landing page, just remember that a phone call is more convenient for your customers and more valuable to you than a lead form.

3. Your Customers Often Need Personal Assistance

If you’re in any high-touch industry, you should be using your ad dollars to drive calls. A high-touch industry has considered or complex products or services where consumers typically need to talk to a live person before making a purchase. As you can imagine, these industries have the highest call volume. In case you’re wondering, here are the top five industries when it comes to call volume:

  1. Computer electronics
  2. Home services
  3. Insurance
  4. Financial services
  5. Travel

In these industries, phone calls are a critical point of contact. Since customers want to talk to a live person before completing a purchase, make sure you’re offering them as many opportunities to call as possible.

4. You Have a Substantial Online-to-Offline Gap

Chances are, your prospects are making calls despite your best efforts to keep them on the digital path. So why not bridge the online-offline gap and actively drive and track phone calls?

If you’re not tracking phone calls, you’re missing critical attribution data for these offline conversions. That means you don’t know which ads and campaigns are actually driving revenue, making it impossible to measure ROI and optimize.

With click-to-call buttons and call-only ads, businesses can easily start attributing offline conversions, regardless of their sources. In fact, tracking phone calls is as simple as tracking clicks in PPC campaigns. And if you use call intelligence, you can get granular campaign attribution and understand why customers are calling, know who’s calling in real-time, and analyze what’s said in actual customer conversations. All this added data means better optimizations and more conversions for your business.

5. You Want More Customers!

With a conversion rate 10 times higher than digital leads, phone calls get more customers. Whether you use display ads, paid search, landing pages, or Facebook, you can add call options to almost any ad or digital campaign. The best part is that most of these channels offer analytics, so you can easily track your phone calls.

Your business is probably already driving high-value phone calls from mobile. It’s time to make things a little easier on your customers and yourself by including call options to your ads. Your mobile customers will love you, and you’ll have the analytics to prove how awesome your mobile campaigns are.

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Amber Tiffany is the Sr. Content Marketing Manager at Invoca, a call-tracking software that gives marketers insight so they know who’s calling, why they’re calling, and what happens on the call. This data helps them automate and optimize the ideal customer experience.