Currently, there is a call extension present in Bing Ads. This being especially an advantage for mobile users, it might be an idea to work on a communication extension that is very easy accessible and approachable for tablet, mobile devices and pc users. In short, this is the idea: email extensions. They would appear in the ad, and the costumer can click on them, which could potentially lead him/her directly to Outlook or other email applications. In this email, the company's email address would be filled in already. This way, companies can control which ads show which email address, so the costumer would always contact the right person. As far as my research went, Google Adwords doesn't have such an extension at the moment.
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Raj Rama commented
Targeting is helpful