Watch this video on YouTube Generating high-quality leads from Google Ads often hinges on one surprising element: speed. If prospects have to jump through too many steps to reach you, you’ll lose them quickly. That’s why Google Ads provides a trio of what I refer to as “Contact Us assets.” Rather than sending users to a separate landing page, Call Assets, Lead Forms, and Message Assets allow people to call you, submit a form, or start a chat directly from your search ads. Below, we’ll walk through how to set up and fine-tune these three key assets so you can streamline your funnel, capture valuable personally identifiable information (PII), and turn a costly click into a long-term customer relationship. Call Assets: Essential for phone-based leads If your primary goal after someone clicks your ad is to get them to call, you should be using Call Assets. These show your phone number right next to your ads, enabling users to call you instantly with a single tap. If you’ve been using Call Ads to generate phone calls from Google Search, note that they’re being phased out. You’ll now need to pair Call Assets with Responsive Search Ads instead. 3 key best practices for Call Assets To get Google’s bidding system to focus on driving phone calls, set “Calls from ads” as a Primary conversion action. Few things frustrate customers more than calling a business and hitting voicemail — or worse, no answer at all. Use asset scheduling so your phone number appears only when someone…