Google is to roll out its click-to-call feature for mobile advertising and apps appearing on its Content Network.

The company announced the expansion of its internet marketing services at the Google I/O developers’ conference in San Francisco, California.

Click-to-call numbers appear as animated banner ads on mobile devices with full internet browsers. They feature a button that connects a user direct to a business.

Google said that offering the option of telephone contact can generate more qualified leads, as customers who call businesses are "more ready to make a purchase".

Furthermore, the numbers lend more credibility to a brand, which can result in higher clickthroughs and website traffic.

Once a campaign is up and running, Google said that it will provide analysis of calls received by campaign, keyword and ad group to help brands monitor and improve their marketing.

Google introduced click-to-call numbers for local ads on mobile devices in January.

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