Call extensions

What's the policy?

Call extensions allow you to include a phone number in your standard text ad. The rules that apply to text ads generally apply to call extensions too. To ensure your extensions are accurate and appropriate, we also have additional requirements when using call extensions, as shown below.

  • Accurate phone numbers: The link text for each link must be 35 characters or less. For languages that use double-width characters (like Chinese, Japanese, and Korean), the link text must be 17 characters or less.
  • No fax numbers: We don't allow any fax numbers in your call extension.
  • Domestic phone numbers only: The phone number in your call extension must be a local or domestic number for the country you're targeting. Be sure to enter the correct format for your target country, or your number might not work properly.
  • No premium numbers: We don't allow any premium numbers where people have to pay additional charges to make the call. Examples of premium numbers are 1-900 numbers in the United States or 871 numbers in the United Kingdom. You can use shared cost phone numbers, but they'll show with a disclaimer stating that additional charges may apply.
  • No vanity numbers: Vanity phone numbers that have letters are not allowed in call extensions, except for company names that are actual phone numbers (such as "1800-EXAMPLE"). A vanity number typically includes letters, like "1-800-GOOG-411" instead of "1-800-466-4411."
  • Use a voicemail: The phone number in your call extension should have an active voicemail. Otherwise, make sure that people can always connect to your business.

How does this policy differ from country to country?

In addition to the requirements above, some countries have further restrictions. Please see the additional country-specific requirements below.

Brazil
To enable call extensions in Brazil, make sure you include a carrier code for the carrier of your choice. For example, instead of "11 5555-1234" use "0XX11 5555 1234" (where "XX" stands for the carrier code). For toll-free or premium numbers such as 4004 or 0800, no carrier codes are necessary.

Examples

Phone number Allowed?
(900) 123-4567 Not allowed
We don't allow the use of any premium numbers, like 1-900 numbers in the U.S. or 871 numbers in the U.K.
(650) 253-0000 Allowed
Assuming this phone number is accurate, active, and local to the country you're targeting, this number would be okay to use.

What can I do if my extension gets disapproved?

Like all ads, extensions also go through an approval process to ensure they're acceptable for use within AdWords. If an extension doesn't follow our policies, we may disapprove it. When this happens, you'll get an email from us informing you about this disapproval. If you get this email, please review the steps below to help you troubleshoot the issue with your disapproved extension.

  1. Check which call extension was disapproved.
    1. Go to your Ad extensions tab and change the view to "Call Extensions."
    2. Scroll down and look through the Status column to see if any of them say "Disapproved."
  2. Edit the disapproved call extension.
    1. With your mouse, hover over the table row that contains the disapproved call extension. A pencil icon should appear.
    2. Click the pencil icon and then edit that call extension. To avoid getting disapproved again, make sure you use a phone number that follows our guidelines above.
    3. Click "Save."
  3. After editing your call extension, the status should change to "Eligible," which means that your phone number is eligible to show next to your ad.

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support