Starting December 10, 2025, Google Ads will update its Destination Requirements Policy. (Search Engine Land)
Specifically, the “Unacceptable phone number” section will be expanded: phone numbers linked to fraudulent activity or a history of Google policy violations will be disallowed. (PPC News Feed)
Google states that ads using those “unacceptable” numbers may be disapproved. (Search Engine Land)
Google has previously leaned on AI and machine-learning to detect fraud: in 2024, it suspended millions of ad accounts for scam‑related violations. (TechCrunch)
Who This Hits
Advertisers who use call assets, message assets, or any ad creative with a phone number are especially exposed. (Search Engine Roundtable)
There’s particular concern for call-tracking numbers or reused virtual numbers — if those numbers were previously abused or flagged for fraud, they could now be disallowed. (Search Engine Roundtable)
Advertisers must audit and possibly change their phone numbers if they’re unsure of their history. (Pulse Rig GMC Ads Rescue)
Risk for Advertisers
Using a phone number that gets disallowed could lead to ad disapproval, campaign disruption, or even account-level issues. (WebProNews)
There’s a “blacklist” risk: Google seems to be building a history or reputation map of phone numbers tied to bad behavior. (Pulse Rig GMC Ads Rescue)
Some advertisers are worried about legacy numbers: even if a number is now “clean,” if it was used in a previously offending account, it might trigger disapproval. (Emarketters)
Case Studies / Scenarios & Implications
Case Study 1: Lead-Gen Business Using Call Tracking
Scenario: A lead-generation company uses dynamic call‑tracking phone numbers so that they can measure which campaigns drive calls.
Implication: If their tracking numbers have a history of being used in other (possibly fraudulent) accounts, those numbers could be flagged under the new policy. Ads using those numbers could be disapproved, disrupting lead campaigns.
Recommended Action: Audit all tracking numbers, check usage history (who owned them previously), and replace any risky ones before December 10.
Case Study 2: Local Service Business
Scenario: A local home‑service business (e.g., plumbing or HVAC) advertises with a “call us” phone number in its ad.
Implication: If Google deems that number to be problematic, the business’s ads could be rejected. That could severely affect their ability to generate calls.
Recommended Action: Ensure the phone number is registered legitimately to the business, verify it in Google Ads, and be ready to switch to a clean, business‑owned number if needed.
Expert / Industry Commentary
Search Engine Land: Notes that this update is a “significant tightening” because it targets recurring fraud vectors — phone numbers are often reused by bad actors. (Search Engine Land)
Digital Marketing Curated: Argues this is Google’s attempt to close a loophole: fraudsters often use phone numbers to add credibility to shady ads. (Digital Marketing Curated)
PulseriGMC (Ad Compliance): Warns that advertisers only have a limited window to act. They suggest verifying all numbers ASAP and replacing risky ones to ensure compliance. (Pulse Rig GMC Ads Rescue)
WebProNews: Frames it as part of a “phone-number blacklist,” which could reshape how advertisers think about call-based campaigns and trust. (WebProNews)
Recommendations for Advertisers
Audit Your Numbers: Review every phone number used in ads (call assets, message assets, landing pages).
Verify Ownership: Make sure the number is owned by your business or legitimately tied to it.
Replace Risky Numbers: If you’re unsure about a number’s history, consider getting a fresh business number.
Monitor Disapprovals: After Dec 10, closely watch ad assets for disapprovals related to phone number issues.
Document Everything: Keep records of your phone number changes and verify steps, especially if you need to appeal or clarify with Google.
Good question. Here are some case‑study scenarios and commentary around Google Ads’ December 10, 2025 policy change blocking “fraud-linked” phone numbers, based on what’s reported and how advertisers are reacting:
Case Studies / Scenarios
Case Study 1: Lead-Gen Company Using Call/Tracking Numbers
Situation: A lead-generation advertiser uses dynamic call‑tracking numbers to monitor which campaigns drive calls.
Risk: If any of those tracking numbers have previously been used in accounts flagged for fraud, or were reused by bad actors, they could be disallowed under the new policy. Search Engine Roundtable reports that Google will now treat “phone numbers found to be associated with fraudulent activity or with a history of policy violations” as “unacceptable.” (Search Engine Roundtable)
Potential Impact: Ads (or assets) using those numbers may be disapproved, leading to downtime or disruption in lead flow.
Recommended Action: Immediately audit all call‑tracking numbers, check their history, and replace any that are suspicious / reused. (Pulse Rig GMC Ads Rescue)
Case Study 2: Local Service Business (e.g. Plumber / Locksmith)
Situation: A small business runs Google Ads with a phone number in its call extensions / call assets.
Risk: Google’s new policy considers numbers “unacceptable” if they have a fraud-linked past. (Search Engine Land) If the number is flagged, their ads could fail to serve, affecting their ability to get calls / leads.
Potential Impact: Loss of ad performance, disapproved call extensions, or even account-level issues if repeated.
Recommended Action: Verify and document their phone number’s legitimacy, ensure it’s business-owned and clean of any past misuse. If needed, switch to a clean number.
Key Commentary & Industry Insight
Search Engine Land: Notes this update is a “significant tightening” of Google’s Destination Requirements. (Search Engine Land) Google is explicitly disallowing numbers tied to fraud or past policy violations, which could disrupt many advertisers using call-based assets.
Digital Marketing Curated: They interpret Google’s move as a “proactive push to improve ad safety,” forcing advertisers to audit contact details because some fraudsters use seemingly legitimate numbers to scam users or evade detection. (Digital Marketing Curated)
WebProNews: Calls the update a “phone number blacklist,” warning that ads using disapproved numbers will be disapproved or rejected, and urging advertisers to verify and clean up their numbers immediately. (WebProNews)
Advertiser Concerns & Risks
Call-Tracking Risk: Many advertisers worry that “reusable” tracking numbers could get caught up, even if used legitimately now. (Search Engine Roundtable)
Legacy Number Problem: Some numbers might have a “tainted” history (fraud / policy violations) from previous accounts or advertisers — even if they’re now clean. (Pulse Rig GMC Ads Rescue)
Grace Period but Urgency: Enforcement ramps up over ~8 weeks after Dec 10, so advertisers don’t have a lot of time to fix issues. (Search Engine Roundtable)
Verification Gaps: Earlier in 2025, Google already required phone number verification for message assets. (Search Engine Land) Now, with the new rule, more scrutiny is added.
Strategic Recommendations for Advertisers
Perform a Phone Number Audit
List all phone / tracking numbers used in your Google Ads campaigns.
Search those numbers publicly (Google, directories) to check for any red flags.
Replace any numbers with questionable histories before December 10.
Verify Business Ownership
Ensure your numbers are legitimately registered to your business name.
Keep documentation (telecom invoices, business registration) in case you need to appeal disapprovals.
Switch to Clean Numbers if Needed
Get new, business‑legit phone numbers if your current ones are legacy / reused.
Update all ad assets, landing pages, and directories to reflect the new number.
Monitor Disapprovals
After Dec 10, closely check your Google Ads account for disapproved call assets or extensions.
If an asset is disapproved, use Google’s “how to fix” guidance, and be prepared to appeal with proof of number ownership. (Search Engine Roundtable)
