Are Call Met­rics enabled in your Google AdWords account? If so, there are some impor­tant changes relat­ed to pric­ing that are planned to hap­pen on or after May 16, 2011.

New pric­ing for phone calls to Google for­ward­ing num­bers
Google will begin charg­ing $1.00 USD per man­u­al­ly dialed call com­plet­ed to your Google for­ward­ing num­bers. Man­u­al­ly dialed calls occur when poten­tial cus­tomers who are using a desk­top or lap­top com­put­er see your ad and dial the num­ber shown.

Charges for calls from click-to-call ads on a high-end mobile device are not chang­ing. Such calls con­tin­ue to be charged as ordi­nary mobile search ad clicks. Learn more.

What’s next
In the near future, calls to a Google for­ward­ing num­ber will be fac­tored into Ad Rank cal­cu­la­tions, which deter­mine an ad’s posi­tion and cost per click. You’ll be able to influ­ence your ad posi­tion by spec­i­fy­ing a bid per call greater than $1.00 USD — sim­i­lar to increas­ing your max CPC bid today.

For more details, con­tact your Search Dis­cov­ery team.