Google mandates advertisers to upgrade call ads to responsive search ads
TL;DR
- Google will phase out its traditional call ads format by early next year​.
- The new requirements are: a landing page and business names at the campaign or account level.
- Existing ads must be updated to comply with the new standards.
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Google has told advertisers to upgrade their call ads to a responsive search ads format. The company said it will phase out the old call ads format by early next year​.
The platform says the goal is to "Enable new features and simplify asset creation and management" for advertisers.Â
The key changes
 The update comes with a few new requirements. All new call ads will now require a landing page and advertisers must include business names at the campaign or account level. Also, advertisers with existing call ads that don’t include final URLs, won’t automatically move to the new format.
How to upgrade call adsÂ
Advertisers can make edits by doing the following.Â
- Upload your business name.
- Add final URLs to your existing call ads.
- Create new ads in the responsive search ad format.
According to Google, after a transition period, advertisers will no longer be able to create new call ads in the old format and every new call ad will require a landing page.