Google is requiring advertisers to upgrade their call ads to responsive search ads format, mandating new requirements like landing pages and business names.
The upgrade aims to enhance ad flexibility and reach while simplifying asset management.
Why we care. If you rely on call ads for lead generation, you will need to take action to ensure campaigns continue to run your call ads. This new method for running call ads will help you leverage improved ad flexibility, reach and asset management in the new responsive search ad format.
Key changes.
All new call ads will require a landing page.
Business names must be added at campaign or account level.
Existing call ads without final URLs won’t automatically migrate.
What’s required.
Upload business name.
Add final URLs to existing call ads.
Create new ads in responsive search ad format.
What’s next. After a transition period, advertisers won’t be able to create new call ads in the old format.
Bottom line. Advertisers need to take action now to ensure their call ads continue performing, but Google says the change won’t impact ad performance.