Call-only ad requirements
Call-only ads are text ads that include a phone number and are designed to encourage calls rather than clicks. They appear exclusively on mobile phones. Call-only ads are subject to the standard Google Ads policies and the requirements below.
Business name requirements in call-only ads
The following is not allowed:
An inaccurate business name, or a business name that does not clearly represent the advertised business or disambiguate from similar businesses
Promotional language in the business name field
Examples: "Buy Acme Shoes" or "Sale at Acme Home Services"
Given the wide variety of business names, there are special considerations for the following:
Domain-based business names: You can use your domain name as your business name, using appropriate spacing between words. For example, www.acmesolutions.com could be identified as "Acme Solutions" in the ad.
Resellers and authorized dealers: If you are an authorised reseller or dealer for a product or service, use appropriate qualifying language. For example, a car dealer of Acme vehicles in Darwin could use the business name "Acme of Darwin".
The following applies to all call-only ads:
When answering calls from users who’ve clicked on their call-only ad, advertisers must begin the call by stating their business name, as it appears in their call-only ads.
Learn how to fix a disapproved ad or extension.
Related policies and common disapprovals
The following Google Ads policies are especially relevant to call-only ads and are often associated with disapprovals. Learn about what happens if you violate our policies.
Unacceptable phone numberPhone numbers in ads and extensions must be accurate, active and relevant to the business being advertised. See the Unacceptable phone number policy for more information.
Unverified phone numberTo promote a better user experience, phone numbers must be verified by Google before they can be used in ads and extensions. See the Unverified phone number policy for more information.
Adult ContentTo keep ads relevant and safe for users, Google restricts adult content in certain circumstances. See the Adult content policy for more information. Call-only ads can’t contain any adult-oriented content.
Unavailable offersProducts or services should be priced accurately, easily found at the ad's destination, and match with headers and descriptions. See the Unavailable offers policy for more information.
TrademarksGoogle may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets and business information. See the Trademarks policy for more information.