Call asset requirements

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

Call assets add a phone number to text ads. Call assets are subject to the standard Google Ads policies. See below for information about Google Ads policy issues that are commonly associated with call assets.

Related policies and common disapprovals

The following Google Ads policies are particularly relevant to call assets and are often associated with disapprovals.

Unverified phone number

To promote a better user experience, phone numbers must be verified by Google before they can be used in ads and assets.

See the Unverified phone number policy for more information and troubleshooting steps for verifying a phone number.

Unacceptable phone number

Phone numbers in ads and assets must be accurate, active, relevant to the business being advertised and visible on the website linked in the ad.

See the Unacceptable phone number policy for more information and troubleshooting steps for ensuring a phone number is in the correct format.