One of the concerns many advertisers have is that local customers might be dissuaded from phoning a business that utilizes call extensions with a number that appears to be outside of the local area, especially for those who might not recognize a Google toll free number used on some ads.  However, Google is now introducing call extensions with local area codes for many areas in the US.

Starting in early November 2014, you’ll be able to use local numbers for call extensions using Google forwarding numbers. Your ads will soon be able to show a local Google forwarding number with the same area code as your business phone number, or an area code for the same region. We understand that many local businesses can benefit from featuring ads with local numbers, since people are more likely to call a number with a recognizable area code.

If you would prefer Google to use a local number for your call extensions if available, simply edit the destination phone number and Google will attempt to match it with a local area code Google number where available.  If one isn’t available, Google will use a regular toll-free number instead.  For those that use a toll-free number for their destination number will continue to have a Google tool-free number utilized instead.