Google Call Ads to become Responsive Search Ads

Google has announced that Call Ads will be moving to the Responsive Search Ads format "to enable new features and simplify asset creation and management."

"After a certain period" new Call Ads will have to include a landing page (final URL) and show the name of your business. Existing ads without a final URL won't be automatically migrated to the new format. Google recommends you add business name and final URL at campaign level now.

Responsive Search Ads also require a minimum of 3 headlines and 2 descriptions.

Benefits Google claims for this change are:

• More flexible ads
• Increased ad reach, driving both calls and online interactions
• Greater control of ad assets

Comment: Maybe requiring company name in call ads will avoid some litigation like Lerner & Rowe's trademark infringement lawsuit over a competitor's use of their trademarks as keywords in Google Ads.

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