Placing a call to a local business was the leading secondary action after a mobile-local search ad click on the xAd network in Q1 2012, according to a report released by xAd in May 2012. 58% of secondary actions post-search click led to calls, ahead of maps and directions (36%), description (5%), and more info (1%). Overall, the secondary action rate (SAR – the percentage of users who took action after the initial ad click) stood at a healthy 36%, while the click-through rate (CTR) on search campaigns rose from 7% in Q4 2011 to 8.13% in Q1. Once again, search CTR far outpaced display ad CTR, which was 0.72%.
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