Unacceptable phone number

Google prioritizes user experience across all its products, and a key part of this is fostering a safe and trustworthy environment within the Google ad network. The Destination Requirements policy strives to ensure that when users click on an ad and are sent to a landing page, that website is functional, useful, and easy to navigate. This also creates an ads ecosystem that’s supportive to advertisers and the people who interact with their ads.

Learn more about the Destination requirements policy.

Unacceptable phone number

Google requires that the phone numbers in call ads, call assets, message assets, and location assets must be in service and relate to the advertised company. Google may occasionally place short test calls to the phone number provided to confirm its validity, accuracy, and relevancy. These test calls may also be recorded.

The following types of phone numbers are considered unacceptable and would lead to disapproval in call ads, call assets, and location assets:

• Phone numbers that are inaccurate, inactive, irrelevant, or don't connect to the advertised company.
• Fax numbers, premium numbers, or vanity numbers:
  • A "premium number" is any number that requires additional fees or charges to complete the call. You can use shared cost phone numbers, but they'll show with a disclaimer stating that additional charges may apply.
    • Examples (non-exhaustive):
      • 1-900 numbers in the United States
      • 871 numbers in the United Kingdom
  • A "vanity number" is a phone number where numbers have been replaced with letters.
    • Example (non-exhaustive): "1-800-GOOG-411" instead of "1-800-466-4411"
• Phone numbers that aren’t local or domestic for the location you’re targeting
  • Example (non-exhaustive): Using a local German number in an ad that targets Canada
• Virtual phone number services or personal numbering: This service is only available in certain countries, such as the United Kingdom and Spain.

Location-specific restrictions: Brazil

Phone numbers in call ads, call assets, and location assets that target Brazil are required to include a carrier code for your carrier unless they’re toll-free or shared cost numbers.

• Examples (non-exhaustive):
  • Carrier codes: Use "0XX11 5555 1234", where "XX" stands for the carrier code, instead of "11 5555-1234"
  • Toll-free or shared cost numbers: 4004, 0800

Unacceptable phone number: Fraud

Phone numbers found to be associated with fraudulent activity or with a history of policy violations are not acceptable in call ads, call assets, message assets and location assets, and will lead to disapproval.

Best practices

• Be clear about your partnerships: If you're an official or authorized re-seller for another brand or multiple other brands, make your relationship clear on your own website and ads. If you reference another brand but you're not an official or authorized partner, consider a disclaimer on your website and in your ads.
• Use your own branding: Use your own name, logo, images, and brand colors on your website and in your ads.
• Avoid using another brand’s identity in a misleading way: Avoid using another brand’s name, logo, images, and colors in ways that can trick people. Don’t misspell another brand’s name in your ad text, like “G00gle”. When referencing another brand, follow Google’s policy on trademarks.

Options to fix

If this policy is affecting your ad or asset, make sure the phone number in your ad or asset complies with this policy, is functional and relevant, and connects to the advertised company.

Ad format-specific troubleshooting

Location assets

Phone numbers used in location assets come from either Google Maps or your Google Business Profile and must follow the requirements listed in this policy. If you are using location assets, please refer to this page on how to update the phone number.

After you update your location assets to comply with policy, you can set up location groups to quickly and efficiently configure locations that your ads target. Learn more about About location groups and filtering.

Edit your ads to comply with this policy

1. Go to Ads within the Campaigns menu.
2. Hover over the ad or asset and select Edit.
3. Edit the ad or asset so that it complies with the policy.
4. Select Save.

Your ad will be automatically reviewed again. Check the ad’s status in the “Ads & assets” page for updates.

Appeal policy decision

If you believe there’s been an error and that you haven’t violated Google Ads policies, you may appeal the policy decision using the Disapproved ads and policy questions form. If the review determines that your ads are compliant, they can run again.