Google Ads Taking Steps to Combat SPAM in Call Only Campaigns
One of the upsides about being a Google Premier Partner is that we have a direct line to Googlers to whine about terrible behavior on behalf of some advertisers. One of the bugaboos we’ve been whining about is
law firm marketing agencies pretending to be law firms and competing with our clients for business. This has been true in local results as well as call only advertisements.
Starting in December (although our notification didn’t mention exactly when in December, but it could be as soon as…tomorrow) Google is updating their Call Only Policy with the following requirements:
- Service providers will now be required to use their actual business name in call-only ads. Service providers can no longer advertise with a business name that doesn’t represent their specific business or clearly disambiguate from similar businesses
- When answering calls from users who’ve clicked on their call-only ad, advertisers must begin the call by stating their business name, as it appears in their call-only ads.
Note this not only impacts the spammers but also legit businesses, as you now need to ensure your front desk answers appropriately. (No more, “law offices” as the salutation…which I’ve been trying to get you all to change anyway.)
You can check out the call only ad requirements directly from Google here.
And to all of you lead generation companies masquerading as a law firm…you’re welcome.