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What a Google Ads call extension displays
Google now calls call extensions call assets. Their job is to give the ad a phone action: people can tap or click to call the business or visit its website. On a call-capable device, a clickable call button may appear under a responsive search ad; on desktop, Google says a “Call us” button may appear.
The call asset itself is distinct from a business name. Google decides at auction time whether assets appear, so a call asset will not show on every ad impression. Call assets can be added at account, campaign, or ad-group level; the most specific level takes precedence.
How to show a business name separately
Google’s business information assets are the separate assets for presenting a business name and logo with Search ads. Their eligibility depends on account and identity requirements, and approval does not guarantee that Google will show them.
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- Account requirements: Google says the account must have search spend in the last 28 days and completed advertiser verification.
- Name matching: The submitted business name generally needs to match the verified domain or the advertiser’s legal name. An applicable brand verification process may provide another route. Google’s business information requirements also prohibit inaccurate or unclear business names and promotional wording in the business-name field.
- Serving and fallback: Even if eligible and approved, an asset may not serve. Google says an ad may instead show a placeholder globe and the display URL.
Because serving is determined by Google, the public guidance cannot confirm what a specific advertiser’s ad is showing at a particular moment. Check the assets and ad preview in the relevant Google Ads account to assess that account’s current setup; a preview is not a guarantee of what every user will see.
Call asset versus business information asset
| Question | Call asset | Business information asset |
|---|---|---|
| What does it do? | Adds a phone number or call action. | Presents business name and logo. |
| What must be in place? | Can be added at account, campaign, or ad-group level. | Requires recent search spend and completed advertiser verification; the name must meet Google’s matching rules. |
| Is display guaranteed? | No. Google may not show the asset on every impression. | No. Google may omit it even when approved. |
| What might the user see instead? | The ad without the call action. | A placeholder globe and the display URL may appear instead of the business information asset. |
The spoken business-name rule for call ads
Visual display and spoken identification are separate matters. Google’s call ad requirements say: “When answering calls from users who’ve clicked on their call ad, advertisers must begin the call by stating their business name, as it appears in their call ads.” This is a requirement for answering calls from call ads; it does not mean the name automatically appears beside a call asset.
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Call-only ads are being phased out
Google’s transition guidance says new call-only ad creation options will be removed in February 2026, and existing call-only ads will stop receiving impressions in February 2027. These are month-level dates, not specific days. Google recommends transitioning to responsive search ads with call assets. See how to transition from call ads to call assets for its instructions.
When call tracking is relevant
If you need attribution beyond the call action itself, Google describes call details forwarding as a way to receive call information such as the campaign and ad group associated with a call. It requires account-level call reporting and a supported third-party call analytics and tracking company. This is a measurement option, not a requirement for setting up a call asset.
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What Google reports about business names and logos
Google says advertisers showing a business logo and name with Search ads see an average of 8% more conversions at a similar cost per conversion. This is a Google-reported average; the cited page does not state the publication year or study design, and the figure is not a promise of results for an individual account. See Google’s guidance on using as many asset types as possible.
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