Just saw this:
Five lines in ad text! This was on regular Google search on a computer – not click-to-call on a mobile which looks like this:
(the number is hyperlinked to enable the call feature).
After a bit of digging around, I found further examples:
Also found an agency admitting being in on the beta & reports about this back in April. It seems Google are keen to see the affect on CTR – could go up or down really. It will go down if users dial instead of clicking and if users stop clicking, Google might need to monetize the additional line in the text ad or they will be missing out on revenue from clicks – potentially why it’s a beta. It could go up if the phone number makes the ad more attractive (plus eye catching with the additional line of text) and would probably work for products or services where users may want to talk to someone. It’s definitely not an application for every advertiser.
Will be monitoring this users post to the Support Forums for a response for Google around this.
Any more news on this one?