Don't try to fool consumers into clicking on paid-search ads. Marketers will only anger potential buyers and lose potential brand advocates. Kayla Kurtz suggests trying calls to action that don't directly call for an action, but rather imply an action. For example, adding sitelinks to an organic listing tells searchers they can find the information in a specific subcategory. Adding call extensions creates an indirect way of asking searchers to call you in lieu of clicking, she explains. Kurtz suppllies a list of possible ways to indirectly add the call to action, such as "discover your" or "read our reviews."