Mobile Ads - Google AdWords Learning Center

Mobile ads are short, text-based AdWords ads that appear when users search Google from a mobile device. Your mobile ads can send users to your mobile webpage or connect them to your business phone.

Mobile ads only appear on mobile devices, and not on search or content sites in the Google Network.

Mobile ads are available for campaigns using keyword targeting only. Advertisers either pay per click (when users click through to the website) or pay per call (when users click the 'Call' link).

Mobile ads only work for country- or territory-targeted campaigns (not for local targeting). Therefore, your campaign should be set to target countries or territories and should include geographically targeted keywords (like San Francisco pizza). This helps users clearly identify where the business or product is located. To learn more, visit the Region and City Targeting topic.

Mobile ads contain two lines of text, with a limit of 12 or 18 characters per line, depending on the language in which you write your ad.

If you choose to connect users to your webpage, your display URL appears on a third line. If you select the option that allows customers to connect to your business phone, a 'Call' link appears next to your display URL. Your business phone must be domestic to the location your ads target, and may not be a toll number.

To learn about mobile ads policies, visit Editorial Guidelines for Mobile Ads. For general information, visit the Mobile Ads section in the Help Center.