Google has made its click-to-call ad format for mobile apps and mobile website content available for all AdWords advertisers. The feature was demonstrated at Google I/O in May.

"Expanding our popular click-to-call functionality on mobile search ads to now include mobile content and apps helps increase the reach of your ads across the mobile web and provides mobile publishers and app developers with even more ways to make money and grow their businesses," says Google Mobile Ads Senior Product Manager Surojit Chatterjee.

"Click-to-call for mobile content and apps is one of many ad formats that you can use to help achieve your mobile marketing goals," says Chatterjee. "It's a great option for you and also helps drive great results for mobile publishers and app developers."

Consumers will simply see the ads in the mobile apps that they use, or while they're browsing the web on their phone. The ads will look like regular banners or text ads, but they'll have a call button.

Advertisers must enable phone extensions and run ads on both the Google Content Network and mobile devices with full Internet browsers.