As an advertiser, I need to be vigilant about the phone numbers I include in my Google Ads. Recently, Google has announced stricter rules, and any number linked to fraud or past policy breaches will soon be disallowed.
Google is updating its Destination requirements policy to ensure all phone numbers used in ads are free from any ties to fraudulent activities or previous policy violations. This is part of an ongoing effort to prevent misleading advertising tactics.
The timeline:- Policy update effective: December 10, 2025
- Enforcement ramp-up: Over roughly 8 weeks after rollout
What’s changing. Any phone number identified as fraudulent or having a history of policy violations will be rejected under the new Destination requirements policy, resulting in ad disapprovals.
Why it matters to me. This update is crucial because it targets individuals who might misuse legitimate-looking phone numbers to deceive users or bypass policy enforcement. It’s a reminder for me to thoroughly review and verify all contact information across my campaigns to avoid disruptions in ad delivery, delays in approvals, or impacts on my campaign performance.
Steps for advertisers. If I’m affected by these changes, I’ll receive a disapproval notice and can consult Google’s help center for steps to rectify any disapproved ads or assets.
First seen. This significant update was initially shared by Anthony Higman, founder of ADSQUIRE, on X.
Reading between the lines. This policy update is part of Google’s broader strategy to enhance ad verification and destination standards amid growing attention on scams and maintaining consumer trust. It’s clear that the responsibility for ad content now goes beyond just the landing page.
Inspired by this post on Search Engine Land.
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