Phone numbers in PPC ads?

I am relatively new to making cpc ads. I’ve only been doing it for about 6 months so far.
I’d like to know what the general thought is on using phone numbers in PPC ads. It would seem to me that the goal of a PPC ad is to get a click through to a web site, not to receive a phone call. Yet, I do see some PPC ads that use the company phone number for those who want to call.
Does using a phone number stop people from clicking on the ad and make a call instead? If so, is this a good thing or a bad thing. I am guessing it’s not really bad, but with PPC ads showing up on many sites, it would be harder to track where the phone call came from as opposed to a web site click which can […]

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