ReferenceGoogle Ads disapproval
Call directory, forwarding, and recording services
Google does not allow ads that promote call directory, call forwarding or call recording services, such as an ad that connects callers to another business or gives out another number. Directory sites, recording software and a business showing its own official number are allowed. Read the ad's lines, remove any offer of the connection, then edit and save. Appeal only when the ad does not promote one of these services.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The flagged ad stops serving until it is edited and re-reviewed.
- How serious
- Low on its own. Google warns at least 7 days before any account suspension, but repeated violations can lead to one.
- How long
- Google says a re-review after an edit typically takes 24 to 48 hours.
What it means
The policy covers ads that promote a service where the caller dials a number to be connected elsewhere, or to get another number or business details, such as an address. Google's examples of the service are directory lookups and call forwarding. Directory websites, call recording software, business subscriptions and businesses advertising their own official contact numbers are allowed.
The test is what the ad promotes, not the number behind it. A business may advertise its own official number. An ad that sells the connection, the lookup or the recording is the case the policy names.
What actually triggers it
Copy that offers to connect the caller elsewhere
An ad that promises to put the caller through to another business, a provider or a service is the case the policy describes. The connection is what the ad sells, so that is the line to check.
Copy that offers another number or business details by phone
An ad where the caller dials to get another phone number, or to get business information such as an address, falls under the policy. The page names both as the cases it covers.
Fix it in this order
- Open Campaigns, then Ads, and hover over the disapproved ad or asset to read its status.
- Read the headlines, descriptions and callouts for any offer to connect the caller, give another number or share business details by phone. Remove those lines. Keep the business's own number and the business's own service.
- Hover over the ad or asset, select Edit, make the change and select Save. Check the Ads & assets page after the re-review.
If the ad does not promote one of these services and you believe the decision is wrong, appeal from the account. If the ad cannot be made to comply, remove it.
When to appeal
Appeal only when the ad's copy does not promise a connection, a directory lookup or call recording, and you can say which line you think was misread.
An appeal does not change the wording. Edit any line at issue first, then appeal if the disapproval still stands.
Often confused with
A problem with the number itself. This page is about what the ad says the call will do. An official number that the business answers is not the trigger here.