TL;DR: New feeds and feed items will automatically be added to eligible AdWords accounts.

This year, mobile search engines are predicted to drive nearly 33 billion clicks-to-call to businesses globally, almost 19% more calls than from mobile landing pages alone (BIA/Kelsey, July 2016). Using Google call extensions, you can get more calls by making it easy for people to contact you right from your mobile search ads.

If you manage accounts with ads that take users to landing pages prominently featuring a phone number, starting February 6, 2017 you will see call extensions automatically added for these mobile search ads via the extension setting services.

When added automatically, the new feed will have ORIGIN of "USER". You can update call extensions yourself directly with Feed services, Call Extensions or the AdWords user interface at any time.

You’ll be able to get detailed reporting insights (API report) about your calls performance (including call duration, call start and end time, caller area code) and whether the call was connected. You can also set up call conversion tracking to see which parts of your campaigns are driving the most valuable calls.

These extensions will only be added automatically once to each campaign or ad group and will not be re-added if modified or removed in the user interface or via the API. You can also indicate if you don't want extensions to be created for a specific account in the AdWords user interface:
  1. On the Ad extensions tab select “View: Automated extensions report”
  2. Scroll down to “Automated extension options (advanced)” and click on “Edit”
  3. Uncheck the option for “Automatic call extensions” under “Do not use specific automated extensions in this account”. 
As always, if you have any questions about this announcement, or other questions about the AdWords API, contact us via the forum.