Allow me to introduce Anastasia Braitsik, a globally recognized leader in SEO, content marketing, and data analytics. With years of experience navigating the ever-evolving landscape of digital advertising, Anastasia has a deep understanding of how platforms like Google Ads shape the industry. Today, we’re diving into Google’s latest policy update on Destination requirements, specifically targeting phone numbers linked to fraud or past violations. In this conversation, we’ll explore the implications of this change, why it matters to advertisers, and how it fits into broader efforts to combat deceptive practices. From the rollout timeline to practical tips for compliance, Anastasia offers invaluable insights for anyone looking to stay ahead in the paid search game.
How would you break down the core of Google Ads’ latest Destination requirements policy update?
I’m thrilled to unpack this update. At its heart, Google is tightening the screws on phone numbers used in ads. If a number is flagged as fraudulent or has a history of policy violations, it’s now considered unacceptable under the Destination requirements policy. This means ads using such numbers will be disapproved. It’s a clear move to weed out bad actors who rely on seemingly legitimate contact details to deceive users or dodge enforcement mechanisms.
What do you think is driving Google to implement this change at this particular time?
I believe Google is responding to a persistent and growing issue with deceptive advertising. Scams, particularly in areas like tech support and lead generation, have been a thorn in the side of the platform for a while. Fraudsters often use phone numbers as a loophole to appear credible while misleading users. With consumer trust under scrutiny and regulatory pressure mounting, Google likely sees this as a critical step to clean up its ecosystem and protect both users and legitimate advertisers.
Can you walk us through the timeline Google has set for rolling out this policy?
Absolutely. The policy officially takes effect on December 10, 2025. Following that, there’s an enforcement ramp-up period of about eight weeks. What this means is that Google will gradually increase its scrutiny and enforcement actions during this window, giving advertisers a bit of breathing room to adapt—but not much. It’s a signal to get compliant quickly before full enforcement kicks in.
In what ways do you see this policy impacting advertisers who rely on phone numbers in their campaigns?
This change could be a significant hurdle for some advertisers, especially if they haven’t audited their contact information. Ads with flagged numbers will be disapproved, which could disrupt campaign delivery and delay approvals. This is particularly concerning during the rollout period when enforcement ramps up. Beyond that, it’s a wake-up call—advertisers might see performance dips if they don’t act fast to ensure their numbers are clean and compliant with Google’s standards.
What practical steps should advertisers take to ensure their phone numbers meet the new requirements?
First and foremost, advertisers need to audit every phone number tied to their campaigns. Verify that these numbers are legitimate, active, and not associated with any past violations or suspicious activity. It’s also wise to double-check that the numbers align with the business or service being advertised. If there’s any doubt, replace questionable numbers before they trigger a disapproval. Proactive monitoring and documentation will save a lot of headaches down the line.
Why is it so critical for advertisers to prioritize auditing their contact information with this update?
Auditing contact info isn’t just a box to check—it’s a safeguard. If a phone number gets flagged, it can tank an entire campaign through disapprovals, leading to lost revenue and wasted ad spend. More critically, repeated violations could damage an advertiser’s account standing with Google, making future approvals tougher. A seemingly small detail like a phone number can spiral into a major disruption if it’s tied to fraud or past issues, so staying ahead of this is non-negotiable.
What resources or support can advertisers turn to if they run into issues with disapproved ads under this policy?
Google has set up support through its Help Center, which is the first stop for advertisers dealing with disapproved ads or assets. It offers guidance on resolving issues and understanding policy requirements. Beyond that, I’d recommend keeping an eye on Google’s official announcements or forums for any updates or clarifications during the rollout. If problems persist, reaching out directly to Google Ads support can help clarify why a specific number was flagged and how to fix it.
How does this policy update align with Google’s broader efforts to enhance ad verification and build consumer trust?
This update is a piece of a much larger puzzle. Google has been ramping up its ad verification processes for years, cracking down on everything from misleading claims to shady landing pages. Extending accountability to phone numbers shows they’re serious about closing every loophole scammers might exploit. It’s all about building a safer environment for users—when people trust the ads they see, they’re more likely to engage, which benefits legitimate advertisers in the long run.
What’s your take on Google holding advertisers accountable for elements beyond just landing pages, like phone numbers?
I think it’s a bold and necessary move. For too long, scammers have used phone numbers as a workaround to appear legitimate while hiding behind deceptive practices. By expanding accountability to these elements, Google is sending a message that every touchpoint in an ad—whether it’s the landing page or a contact number—needs to be above board. It raises the bar for advertisers, but it also levels the playing field by making it harder for bad actors to operate.
Looking ahead, what’s your forecast for how policies like this will shape the future of digital advertising?
I see policies like this becoming the norm as platforms face increasing pressure to prioritize user safety and trust. We’re likely to see even more granular rules—think tighter verification for other ad elements like email addresses or physical locations. For advertisers, the future will demand greater transparency and diligence, but it’ll also create a cleaner, more credible space to reach audiences. I expect Google and other platforms to keep pushing the envelope with tech-driven enforcement, like AI to detect fraud patterns, which could redefine how we approach compliance in the years ahead.
