Google announced yesterday that they now support bid adjustments for click-to-call ads. So now you can bid more for click-to-call ads over other ads. Why would you do this? Google says phone calls “convert three times better than web clicks.”

So now under your bid adjustments you can set the calls to a higher CPC based on expecting a higher conversion rate.

Google’s help document explains:

Will you be increasing your CPCs for calls?

Forum discussion at Google+.