Google is requiring advertisers to upgrade their lead ads to the responsive search ad format, imposing new requirements such as landing pages and business names.

The upgrade aims to improve ad flexibility and reach while simplifying asset management.

Why we care. If you rely on lead ads to generate leads, you’ll need to take steps to ensure campaigns continue to serve your lead ads. This new method of serving Call ads will help you take advantage of improved ad flexibility, reach, and asset management in the new responsive Search ad format.

Key changes.

• All new Call ads will require a landing page.
• Business names must be added at the campaign or account level.
• Existing Call ads without a final URL will not be automatically migrated.

What is required.

1. Upload the company name.
2. Add final URLs to existing Call ads.
3. Create new ads in responsive search ad format.

What’s next. After a transition period, advertisers will no longer be able to create new Call ads in the old format.

Bottom line. Advertisers must take action now to ensure their Call ads continue to work, but Google says the change won’t impact ad performance.