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Summary

Google is strengthening its ad policies by targeting phone numbers linked to fraud or past policy breaches. This is part of its effort to reduce deceptive advertising. Starting December 10, 2025, phone numbers flagged for fraud will result in ad disapprovals. This move aims to protect consumers from scams, particularly in tech support and lead generation sectors.
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Full Article (AI)

Trends and Impact 📈 In an era where digital advertising is under scrutiny, Google Ads is taking a bold step to enhance trust and accountability. Starting December 10, 2025, Google Ads will update its Destination requirements policy to block phone numbers linked to fraud or previous policy violations. This shift aims to target deceptive practices, particularly in sectors like tech support scams and lead generation. By tightening ad verification standards, Google signals a commitment to consumer trust, extending accountability beyond just landing pages. For businesses, this policy underscores the need to ensure all contact information is verified and legitimate, as failing to do so could disrupt ad delivery and hurt campaign performance. Anthony Higman, founder of ADSQUIRE, first highlighted this update, emphasizing its potential impact on advertisers. Practical Steps 🔧 Advertisers need to be proactive to avoid disruptions. First, audit all contact information across campaigns to ensure compliance with Google's updated policy. This involves verifying the legitimacy of phone numbers used in ads. If an ad is disapproved, Google provides guidance via their help center for resolving such issues. This preemptive audit can prevent delays and ensure smoother ad approvals. Understanding and adapting to these changes is crucial for maintaining effective ad campaigns during the enforcement rollout. Competitive Advantages 🚀 Adapting to Google's new policy offers a competitive edge. By ensuring all phone numbers are legitimate and verified, businesses can avoid disruptions and maintain consistent ad performance. This proactive approach not only safeguards against policy violations but also enhances consumer trust. As Google continues to tighten ad verification, businesses that prioritize compliance will stand out. This focus on transparency and accountability can lead to improved campaign performance, ultimately driving better results in the competitive landscape of digital advertising.
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Business Impact

For European SMBs, this policy change emphasizes the importance of verifying contact information in their ads. With increased scrutiny, SMBs must ensure all their phone numbers used in advertising are legitimate to avoid disruptions in their marketing efforts.
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Interesting Facts

  • Google's policy update is part of a broader effort to increase ad accountability.
  • Phone numbers are now scrutinized similarly to landing pages.
  • The policy is a response to growing concerns over tech support scams.
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Business Opportunities

SMBs should leverage this policy as an opportunity to audit and optimize their ad campaigns. By ensuring compliance, they can enhance their credibility and potentially improve customer trust, leading to better conversion rates.
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LAZYSOFT Recommendations

We recommend European SMBs automate the verification of their contact information through reliable software solutions. Automation can streamline the process, ensuring that all information remains up-to-date and compliant with Google's policies.