Google has announced ‘Call-only’ campaigns within its Adwords ‘self-serve’ advertising platform. ‘Call-only’ campaigns have, according to Google, been conceived in light of research which revealed a mouth-watering 70% of mobile searchers do in fact call businesses directly from within the search engine results pages (SERPs) upon viewing their adverts. This means mobile searchers aren’t even bothering to view the advertiser’s website before making a phone call. The new campaign type thus cuts out much unwanted fat from the conversion funnel (sorry web designers and developers!).