Dive Brief: 

• Facebook has built in a "Call Now" button to its news feed ads that allows mobile users to call businesses directly from the platform. 
• The new function is part of Facebook's "local awareness" initiative aimed to drive attention to businesses located near users. 
• The ads can be created directly from Facebook Pages, and they offer businesses the ability to track the results.

Dive Insight: 

The "Call Now" button seems to be another move by Facebook to compete with search competitors like Google. For some time, Google has included a direct call feature in search ads, and even introduced a call-only ad product earlier this year. The call button is another step in Facebook's efforts to ensure users don't leave the platform—just like Instant Articles and Graph Search. The more functions Facebook offers users, the longer their eyes stay on the platform, and the more ad dollars Facebook can pull in.