Why it happens
The number is not on your website
The number is not on your website
Google checks the number against your landing page or site. A tracking number that only exists in the ad fails.
The number does not answer
Google may place short test calls. A number that goes to a dead line, a full voicemail or out-of-hours silence can fail.
The number type is not allowed
Premium rate, fax and some virtual numbers fall under the separate Unacceptable phone number policy.
How to fix it, step by step
Find the disapproved asset
Go to Campaigns, then Assets, and filter by Call. Hover over the status to see Unverified phone number.
Publish the number on your site
Add the exact number, in the same format, to the landing page or your contact page.
Make sure it answers
Test it from another phone during your stated hours. Remove call scheduling that hides it when nobody answers.
Edit the asset to resubmit
Hover over the asset, select Edit, confirm the number and save. That triggers a new review, usually within one to two working days.
Steps checked against Google Ads Advertising Policies Help: Unverified phone number; Google Ads Advertising Policies Help: Call asset requirements; Google Ads Advertising Policies Help: Destination requirements.
Manual fix
What Sprites can and can't do here
Sprites can show you which ads are disapproved and why. The phone number itself is outside what it touches.
What Sprites does
- Reads the approval status and policy topics on every ad, call-only ads included, so you see every one carrying this topic.
- Pauses disapproved call-only ads, once you approve, so a campaign does not sit on dead inventory.
What it doesn't do
- It does not read or edit call assets, message assets or location assets.
- It does not verify phone numbers, place test calls or edit your website.
- It does not file appeals.
Questions
How does Google verify a phone number for ads?
It checks that the number appears on your website and may place short test calls to confirm it works and belongs to your business.
Can I use a call tracking number?
Yes, if it also appears on your site. Google forwarding numbers from call reporting are handled by Google itself.
How long does phone verification take?
After you edit and save the asset, the review usually takes one to two working days.
What is the difference between unverified and unacceptable phone number?
Unverified means Google has not confirmed the number is yours and working. Unacceptable means the number type is not allowed, like premium rate or fax.
Hand Sprites the rest of the account
Budgets, bids, keywords, ads and reporting across every ad platform, with your approval on every change.