Callout asset requirements

Google provides translated versions of our Help Centre, though they are not meant to change the content of our policies. The English version is the official language that we use to enforce our policies. To view this article in a different language, use the language drop-down 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:

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

Learn how to fix a disapproved 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.


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 delivery'.


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.

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu
Search Help Centre