Google AdWords Call Metrics is now available for more advertisers beyond the closely-narrow circle of the previous ones. This feature introduces advertisers a new way to collect business metrics using a distinctive toll-free number redirected to a given business’s phone, and displays call information in one’s AdWords campaign reports.  From Google,

“Once you know where your calls are coming from, you can refine your marketing strategy to make sure you’re getting the most out of your ads. For example, you could test different ad text variations to see which results in the most calls or reallocate budget to campaigns that truly bring you the highest ROI.”

The duration, time and caller area code are displayed for each AdWords Call Metrics call taking place, as the currently free service inserts a PC and mobile-clickable phone number into every given ad. Call Metrics is evidently based on Google Voice technology – a service which could ideally succeed in the metrics arena with VoIP’s booking progression– which may even give it a little edge over the competition.

AdWords Call Metrics can be an extremely handy tool in the hands of many advertisers, but while it is available for only a selected few within the U.S, a sufficient amount of growth, availability, more initially-free-and-then-billed sort of good PR and extra features can promise the PPC add-on a profitable future. Furthermore, with VoIP getting more affordable and relevant by the minute Google Voice also has a future, at least as long the search giant will be able to stay ahead or anywhere in between the pack with its offerings; staying competitive is everything.