Over the next few weeks Google will be rolling out the ability for advertisers to bid for phone calls—in addition to bidding for clicks—when they show Google search ads on computers and tablets.

Bid-to-call ads works in AdWords by placing a toll-free forwarding number next to an advertiser’s ad text on Google search pages. When someone sees an ad and calls the number, AdWords forwards the call to the business and notes that this call took place.

Today, a combination of your ad’s Quality Score and max cost-per-click (CPC) bid determine your Ad Rank, which influences your ad’s position. But with bid-per-call, your bid for phone calls and phone call Quality Score can directly factor into your Ad Rank, too. Higher ranked ads are more likely to be seen and can therefore generate more phone calls and clicks.

To take advantage of bid-per-call in AdWords, select the option to use a Google forwarding number when you set up Call Extensions so that Google’s systems can measure when a call to your business occurs. With bid-per-call, you’ll also get detailed call reporting that keeps track of things like summaries of completed calls, phone-through rate (PTR), phone call cost, and details for each call, including call time, duration, caller area code, and the ad group that drove the call.

Read more at TechCrunch ^[1] and the Google AdWords blog ^[2].