A call extension puts a dial button on a Google Search ad. WhatsApp on Search is almost always a landing CTA (or a sitelink), not the same object as click-to-WhatsApp Meta ads. Arjan KC picks from who is on shift and what the query is. Term: ad extensions. Mobile default: mobile marketing.

→ Google Ads Nepal · Landings · Festival SLA

Cite objects, not a “calls beat chat” average

Do not invent “call extensions +30% CTR.” Related observation on this domain: Google vs Meta notes call extensions matter for clinics and home services — that is directional, not a new dataset.

Local clinic search and calls in Kathmandu

Image: Arjan KC media library.

When to show which tap

Intent Prefer Do not
Emergency / “open now” plumber, clinic Call extension; optional call-only on mobile Night ads with voicemail and no away hours
Education consultancy, trek package, custom SKU Landing + WhatsApp (qualified chat) Call-only that dumps the counsellor
Brand query Call and sitelinks to Hours / WhatsApp page Five competing numbers
Festival week Match GBP hours + inbox roster “Call now” while the shop is shut

IMC: the number in the ad, GBP, and footer is the same NAP.

Maps and call path for a Kathmandu clinic

Image: Arjan KC media library.

Conversion definition

Event Treat as
Extension call < ~30s Often junk or miss; do not bid on it alone
Call ≥ threshold you staff Downstream conversion (with forwarding number if you use one)
tel: on the landing Same as extension if tagged — GTM recipes
WhatsApp click Message start — offline / qualified

Quality Score likes a page that matches the query; a call button does not fix a homepage send. Lead-form junk on Meta is a different send: instant forms vs WhatsApp.

Own the Google Ads login so you can see which asset served — account ownership.

Next: SEM · WhatsApp playbook · hire.