Call tracking and call extensions on Bing
Inbound phone calls convert at exceptionally high rates for service businesses. Here is how to configure Call Extensions and dynamic call tracking numbers.
Why phone leads dominate high-intent local search#
For legal practices, emergency home services, healthcare clinics, and commercial trades, inbound phone calls represent the highest-converting lead source in digital advertising.
Microsoft Advertising supports direct phone engagement via mobile click-to-call ads, desktop Call Extensions, and on-site dynamic phone tracking as detailed in Microsoft Call Extension Docs, 2026.
Setting up Call Extensions and forwarding numbers#
Call Extensions display a business phone number directly alongside headlines on desktop and mobile search results. On smartphones, users can tap to call immediately without visiting a landing page.
Microsoft provides free forwarding numbers in select regions to track call duration, caller area code, and call completion status as documented in Microsoft Call Extension API, 2026.
Configuring duration-based call conversion goals#
Not every 5-second misdial qualifies as a lead. Configure conversion goals with a minimum call duration threshold (e.g., 60 or 90 seconds) to ensure Smart Bidding only optimises towards qualified inquiries.
Set a minimum 60-second call threshold to filter out wrong numbers and brief administrative transfers.
Dynamic Number Insertion (DNI) with CallRail and Ruler#
For visitors who click through to your website before calling, third-party call tracking platforms (CallRail, Ruler Analytics, WhatConverts) dynamically swap the on-site phone number and send conversion postbacks tied to MSCLKID.
Consult our Microsoft Ads Hub for complete lead tracking blueprints.
Phone call lead tracking comparison#
The table below contrasts native Call Extensions with on-site Dynamic Number Insertion.
| Tracking Method | Where Call Occurs | Attribution Mechanism | Best First Fit |
|---|---|---|---|
| Native Call Extension | Directly on Search Results Page | Microsoft Forwarding Number | Emergency local services & mobile search |
| Dynamic Number Insertion (DNI) | On Landing Page after Ad Click | Session Cookie + MSCLKID Postback | High-consideration B2B & medical consults |
| Call-Only Campaigns | Phone Dialer Only (No Website) | Direct Phone Call Trigger | Trade services with instant phone booking |
Frequently asked questions#
How do I add a phone number to my Microsoft Search ads?
Navigate to Ads & Extensions > Extensions > Call Extensions and enter your business phone number to attach it to campaigns or ad groups.
Are Microsoft forwarding numbers free to use?
Yes, Microsoft Advertising provides free forwarding numbers in supported geographic markets to track call duration and caller metadata.
How do I track calls made from my website after someone clicks an ad?
Implement Dynamic Number Insertion (DNI) using third-party software like CallRail or Ruler Analytics, which tracks the visitor session and uploads offline call conversions tied to MSCLKID.
What is the recommended minimum call duration for a conversion goal?
A duration threshold of 60 to 90 seconds is standard practice to ensure only genuine sales conversations count as conversions.
Can I schedule Call Extensions to show only during business hours?
Yes, you can apply custom scheduling to Call Extensions so phone numbers only appear when your team is available to answer calls.
Read more on this topic#
The Microsoft Ads Hub
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