Google Adwords is testing new extension for their ads. This latest ad-on from Google allows the user to send text message to the company who is advertising. Quite similar to the extension that allows users to call the company via the ad, this update promotes the mobile-first mentality that Google has exhibited over the last several months.

This new call-to-action (CTA) of texting will have a great impact on advertising. If it prove’s successful, this could be a remarkable shift from landlines and call centers to a much more mobile-centric office space. In a solid number of businesses, that shift is already happening. Over 40% of call centers already offer SMS, and by the end of 2016, over 60% will support it. According to a blog (ZipWhip) the first campaign to utilize this texting feature saw a 265% increase in click-through rate (CTR) over similar ads where a phone call was the option.

Here is a screen shot showing the message icon in the AdWords ad unit:

Coming back to the new ad format, clicking on the text messaging icon will allow the user to text the company that is advertising on Adwords. When the user will click the icon it will open the default messaging app. It prefills the text message with the advertiser’s information.