Call button added to PMAX Vehicle Ads.

Google recently added call assets (formerly known as call extensions) to Performance Max Vehicle Ads campaigns, allowing for a direct path to conversion that wasn’t available before.

Car shoppers can now easily connect with your dealership through the new Call Asset in Performance Max (PMAX) Vehicle Ads.

This feature streamlines ad interactions by displaying a phone icon next to the "visit the website" button, eliminating the need for searchers to navigate to your website just to find a phone number.

How to enable call assets

While this feature is still new, you’ll want to be ready to take advantage of this by enabling call assets in your Vehicle Ads campaigns if you haven’t already.

If you are running Pmax campaigns with just a feed and no assets, we recommend adding this and all other applicable ad assets to your campaigns.

Turning on the call asset will allow ads to show on other Google ad placements outside of Vehicle Ads and Remarketing. Without assets, Feed Only Vehicle Ads with the call asset enabled may still run, but only in limited formats and with auto-generated elements, which often perform worse than curated assets you provide.

Assets are more valuable than ever.

Without enabling the call asset and sticking to feed only, dealers will miss out on a highly effective conversion opportunity. They could also see reductions in conversion rates as other dealers adopt this new feature into the Vehicle Ads campaigns.

We know Performance Max can run with just a feed, but we have seen that real performance comes when you feed it strong, intentional assets.

If you haven’t added call assets to PMax yet, now is the time.