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Call Bid Adjustment Moves from Campaign Level to Call Asset Level

Screenshot of a Google Ads settings page displaying call reporting options. The conversion action dropdown has "Calls from ads" selected, alongside a section for Bid Adjustment on call interaction bids with an "Increase" option and percentage input.

Call bid adjustment has been available for Search Network since July 2017 on campaign level. You could find it in Advanced bid adjustments.

Screenshot of a Google Ads platform's "Advanced Bid Adjustments" page. The left menu features navigation options like "Campaigns" and "Tools." The main area displays a table with columns for "Interaction type," "Campaign," and "Bid adj.," essential for optimizing Call Ads.
Source: Hana Kobzová

Now, Brent Neale and Adriaan Dekker shared that it has moved to the Call asset configuration (available under Assets = Ad extensions).

Google probably wants to streamline the interface, as the new location makes more sense than its previous location, where it was often overlooked.

Screenshot of a Google Ads settings page displaying call reporting options. The conversion action dropdown has "Calls from ads" selected, alongside a section for Bid Adjustment on call interaction bids with an "Increase" option and percentage input.
Source: Brent Neale

Here’s how the call asset configuration looked bafore this change:

A screenshot of an interface for editing call settings in Google Ads. Options include selecting a country, entering a phone number, turning call reporting on, setting conversion actions, scheduling days and hours, and adjusting bids. Buttons for saving or canceling are at the bottom.
Source: Hana Kobzová

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