Google has announced the complete roll-out of its click-to-call feature for mobile search ads and apps.

The company’s senior product manager for mobile ads Surojit Chatterjee said the function is now available to all companies that use its pay per click marketing service AdWords.

Click-to-call numbers appear in animated text or banner ads alongside a call button on all mobile devices with full web browsers.

They allow customers to connect direct to a business without having to visit a separate website.

Mr Chatterjee said the complete roll-out of the feature will help brands to "increase the reach of your ads across the mobile web and provides mobile publishers and app developers with even more ways to make money and grow their businesses".

Earlier this week, Google announced that it had expanded the range of telephone codes that UK advertisers can include in click-to-call messages.

They can now include 0843, 0844, 0845 and 0870 numbers in their campaigns alongside free 0800 and area-specific numbers.

News brought to you by ClickThrough – specialists in Search Engine Optimisation and Internet Marketing.

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