National advertisers can now include click-to-call phone numbers in their ads for mobile devices with full internet browsers.

Google’s pay per click marketing service AdWords had previously offered clickable numbers to firms that connected customers to their nearest store.

Writing on the Inside AdWords blog, Katrina Kurnit said that the new phone extensions feature allows businesses to include a contact number that will appear wherever their ad is triggered, "regardless of the user’s location".

"This enables customers to connect with your business by phone directly from the ad and can be especially useful if you have a call centre to handle customer enquiries," she added.

To set up click-to-call, marketers need to add their number and ensure they have selected to display their ads on mobile devices with full internet browsers in their campaign settings.

AdWords allows users to review the number of calls they receive for each keyword, ad group and campaign.

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