Google is now requiring advertisers to transition their call ads to the responsive search ads format, introducing new requirements such as the inclusion of landing pages and business names.
This upgrade is designed to improve ad flexibility and reach while streamlining asset management.
Why This Matters: If you depend on call ads for generating leads, it’s crucial to adapt to these changes to maintain the effectiveness of your campaigns. The new responsive search ad format will allow you to take advantage of enhanced flexibility and reach.
Key Changes
- Landing Page Requirement: All new call ads must include a landing page.
- Business Name Inclusion: Business names are now mandatory at either the campaign or account level.
- Migration Limitation: Existing call ads without final URLs will not be automatically transitioned to the new format.
What You Need to Do
- Upload Your Business Name: Ensure your business name is included.
- Add Final URLs: Update existing call ads to include final URLs.
- Create New Responsive Search Ads: Start developing new ads using the responsive search ad format.
Next Steps
After a designated transition period, advertisers will no longer have the option to create new call ads in the previous format.
Bottom Line
Advertisers should act promptly to ensure the continued performance of their call ads. According to Google, these changes are not expected to negatively affect ad performance.