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.
Callouts allow ads to include additional information about a business or its products and services. Callouts are subject to the standard Google Ads policies and the requirements below.
Punctuation and symbols in callouts
The following is not allowed:
Learn how to fix a disapproved ad.Punctuation and symbols in callout text that serve no purpose other than to draw attention to the ad
Examples: Exclamation marks, punctuation at the beginning of the text, adding a ► symbol
Punctuation and symbols in callout text that serve no purpose other than to draw attention to the ad
Related policies and common disapprovals
The following Google Ads policies are especially relevant to callouts and are often associated with disapprovals. Learn about what happens if you violate our policies.
Repetition
To maintain a professional appearance in ads, we don’t allow excessive or gimmicky repetition of words or phrases. See the Repetition policy for more information.
For callouts, this means that the text can’t repeat within a callout or from other callouts, ad text, or sitelink text within the same ad group, campaign, or account. For example, a callout would be disapproved if ad text and ad group, campaign, or account-level callouts include the text "Free shipping."
Trademarks
Google may remove ads or assets in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. Refer to the Trademarks policy for more information.