Google Ads To Require Verification For Call And Location Extension Phone Numbers

What Are Call And Location Extensions

Call and location extensions are essential ad assets that enhance your search ads by providing additional ways for potential customers to engage with your business. These extensions have become fundamental to modern paid advertising strategies, particularly for businesses that rely on phone calls or have physical locations.

Call Assets In Google Ads

Call assets drive up conversion rates by removing the need for customers to manually dial your number. They appear as phone numbers or a phone icon around your ad which customers can click on to directly place a call. This is especially beneficial for mobile users who are more likely to have an immediate need to enquire.

Location Assets In Google Ads

Location assets allow you to highlight the physical address of your business. They can also feature your phone number, operating hours, and a map marker to help customers determine their distance from your business. These assets are excellent for businesses that serve customers in brick-and-mortar locations.

Why Extensions Matter For Campaign Performance

Ad assets provide additional real estate to your ad copies. Google has reported that including assets can boost click-through rates up to 20%. This additional real estate allows advertisers to experiment with more creative and emotionally stimulating calls to action.

For businesses running paid advertising campaigns, properly optimized extensions are critical to maximizing ROI. Our PPC management services help ensure your campaigns leverage all available ad assets effectively.

Bind Media's guide to ad extensions

The Verification Requirement Change

Google has updated its Landing Page Policy with significant implications for advertisers using phone numbers in their campaigns. The update focuses on verifying that phone numbers displayed in ads actually belong to the advertiser and lead to legitimate business contact points.

Enforcement Timeline

The verification requirements are rolling out in phases:

August 1, 2025: Initial enforcement for message assets. Starting on this date, Google will require phone number verification for message assets, or those assets will be disapproved and won't serve.

September 1, 2025: Broader enforcement begins. Google will conduct stricter reviews on existing ad assets. If an ad contains unverified phone numbers in call, location, or message extensions, the ad will be restricted from serving.

Advertisers should ensure their websites clearly display contact information to facilitate smooth verification. A professional web development presence ensures your business information is accurately represented across all digital touchpoints.

Search Engine Land's coverage of the enforcement

Implementation Checklist

Before You Begin

Before starting the verification process, gather the following information:

• List all campaigns using call, location, or message extensions
• Document all phone numbers currently in use across your account
• Identify which verification method applies to each number
• Ensure website URLs or domain ownership are ready for verification

Step One: Audit Your Current Assets

Conduct a comprehensive audit of all ad assets containing phone numbers:

1. Call assets: Review all call assets across campaigns and ad groups
2. Location assets: Check that all location phone numbers are current and accurate
3. Message assets: Verify any message assets with phone numbers for SMS functionality
4. Legacy extensions: Identify any older extension types that may contain phone numbers

Step Two: Choose Verification Methods

For each phone number, determine the appropriate verification method:

1. Map numbers to verification methods
2. Prioritize by campaign importance
3. Identify gaps requiring number updates
4. Plan updates for problematic phone numbers

Step Three: Complete Website Verification

For numbers requiring website verification:

1. Ensure number visibility on website or social media
2. Test URL accessibility
3. Submit for verification in Google Ads
4. Monitor status in your account

Best Practices For Ongoing Compliance

Maintaining Verification Status

Once phone numbers are verified, maintaining that status requires ongoing attention:

• Regular audits: Schedule quarterly reviews of all phone number assets
• Update procedures: Establish clear procedures for updating phone numbers when changes occur
• Documentation: Keep records of completed verifications for future reference
• Monitor notifications: Respond promptly to any verification status alerts

Avoiding Common Pitfalls

Several common mistakes can lead to verification issues:

• Inconsistent numbers: Using different phone numbers across your website, social media, and Google Ads
• Outdated information: Failing to update phone numbers when they change
• Ignored notifications: Not responding to Google notifications about verification status
• Temporary numbers: Using temporary or short-term phone numbers for verification

Performance Optimization

While ensuring compliance, consider how phone number assets impact campaign performance:

• Local presence signals from verified location numbers can improve ad rank
• Call assets are particularly effective on mobile devices
• Implement call conversion tracking to measure the value of call extensions

Implementing AI automation solutions can streamline your call tracking and conversion monitoring processes, helping you maintain compliance while optimizing campaign performance.