About access restrictions for call ads and call extensions

If you're running call ads or having call extensions associated with your Google Ads and notice low or decreased impressions, it may be due to recent changes we’ve made that impact when these ads and extensions can appear. This article explains some of the access restrictions you might encounter.

Advertisers running call ads or call extensions may notice decreased impressions for some of their ads and extensions. In some cases, you may see a stop in impressions on call ads or call extensions while in other cases you may see a decrease. For a high quality experience for both users and advertisers, certain restrictions may impact call ads and call extensions, such as:

  • Call ads or call extensions running in sensitive verticals (for example, remote technical support)
  • Call ads or call extensions targeting certain keywords (for example, branded or otherwise determined to be at high risk for abuse: “Medicare Support Number”).

    Keep in mind

    • Increasing bids won't improve the performance of call ads or call extensions that have been impacted by these restrictions.
    • If you notice an impact on the impressions of your call ads, try using call extensions instead.
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