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.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
