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Call 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 ads are subject to the standard Google Ads policies and the requirements below.
Business name requirements in call ads
The following isn't 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 authorised 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 Manchester could use the business name "Acme of Manchester".
The following applies to all call ads:
When answering calls from users who’ve clicked on their call ad, advertisers must begin the call by stating their business name, as it appears in their call ads.
Learn how to fix a disapproved ad.
Related policies and common disapprovals
The following Google Ads policies are especially relevant to call ads and are often associated with disapprovals. Learn about what happens if you violate our policies.
Unacceptable phone numberPhone numbers in ads and assets 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 assets. See the Unverified phone number policy for more information.
To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. See the Sexual content policy for more information.
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.
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.