Google's click-to-call Drives Engagement by Chris Trayhorn, Publisher of mThink Blue Book, March 12, 2014 Almost half of mobile searchers (42%) have used click-to-call according to research recently published by Google and Ipsos. Put that together with the 94% of smartphone users that have needed to call a business directly after searching, and you have a compelling argument for click-to-call technology. 72% of click-to-call conversations last longer than 30 seconds, so engagement levels are very high. Ian Carrington, director of performance solutions & innovation at Google expanded on the point: “Globally, we know that 40m calls are driven by Google Ads each month so it’s fair to say that click-to-call is a clear sales driver. Moreover, for businesses that haven’t yet built a responsive or mobile site, click-to-call is a great way to ensure consumers can still reach your business easily, showing that mobile advertising doesn’t just have to be for the mobile-ready.” The study also explored behaviours in organic and paid search results on mobile, within the context of seven verticals: automotive, finance, local services, restaurants, retail, technology and travel. You can download the full Google/Ipsos study here. Filed under: Revenue Tagged under: Advertising, Mobile About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.