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.

Google requires that the phone numbers in call-only ads, call assets, and location assets must be in service in the country you are targeting 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 would lead to disapproval for Unacceptable phone number in call-only 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.

Phone numbers that don't have an active voicemail service

Location-specific restrictions: Brazil

Phone numbers in call-only 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

Options to fix

If this policy is affecting your ad, make sure the phone number in your ad is functional, relevant, connects to the advertised company, and is domestic to the location you’re targeting.

Ad format-specific troubleshooting

Location assets

Phone numbers used in location assets must follow the requirements listed in this policy. There are 2 ways to update your asset based on the address you’re using in your ad:

• Business Profile address: If the disapproved location is an address from Business Profile, you'll need to sign in to your Business Profile account to update your location information. This will automatically update the information in Google Ads. Learn more about how to Edit your Business Profile.
• Manually entered address: If you manually entered the address for your asset, select the pencil icon in Google Ads to update your location information.

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.

Learn more about how to Fix an ad with policy violations.

Appeal policy decision

If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.