If you are in a business that values calls more than website visits, you should be taking advantage of call extensions in AdWords. When you set up call extensions, your ad text is extended with an extra line of text for your phone number on computers and tablets. Additionally, when you set up "click-to-call", people searching for you on their mobile devices have the option to call you instead of clicking through to your website, saving customers the extra step of having to go to your website to look up your phone number.
Decide if you'd like to show your own business phone number or use Google's call forwarding. If you use Google's call forwarding, Google will assign a toll-free number that will dial through to your phone number. The advantage of using Google's free call forwarding is the ability to see data about calls that are dialed through this call extension (such as call area code and duration) and the option to track calls as conversions.