Google Has Tested New Advertiser Call Assets

The company is trialing the inclusion of brand names directly within click-to-call phone number assets.

Updated on Oct. 6, 2026 in Advertising

Bold vector editorial illustration featuring stacked geometric prisms, representing the structural integration of digital advertising data. — Google is trialing a new advertisement format that integrates advertiser brand names directly into click-to-call assets within sponsored search listings. AI Illustration. Upload story photo >

Live Poll

Do you find it more helpful when search ads clearly display the advertiser's name?

Google has initiated a test that embeds advertiser names into click-to-call phone number assets within sponsored search results. Previously, these assets displayed only phone numbers, while the advertiser name was restricted to the bottom of the advertisement.

Why it matters

By integrating brand names directly into call assets, Google is experimenting with how users perceive and interact with sponsored listings. This adjustment could influence how advertisers format their contact information to improve visibility and trust.

The test involves a modification to standard Google Ads call assets, shifting from a phone-number-only display to an integrated format showing the advertiser name. Whether this change will become a global rollout remains under internal review.

The players

Google

Google is a global technology company that specializes in internet-related services, including the development of the Google Ads platform.

Khushal Bherwani

Khushal Bherwani is a digital marketing professional who identified the new test and shared visual evidence on social media.

The details

Google is modifying the display of sponsored search listings by inserting the advertiser name directly into the phone number asset. This change, which was spotted by Khushal Bherwani, deviates from the platform's standard practice of keeping company names separate at the bottom of the ad.

October 6, 2026: The Google Ads test was identified and reported.

Market Landscape

This modification aligns with ongoing efforts to optimize click-through rates by increasing the clarity of sponsored content. It reflects a broader trend of search engines tweaking ad layouts to compete for user attention in a crowded digital advertising market.

Business owners and advertisers should monitor their own campaign metrics to see if these display changes affect customer engagement. For the average consumer, this test may make it easier to identify the brand behind a phone number before clicking to call.

The takeaway

Advertisers should keep a close eye on search engine layout changes as these micro-adjustments can significantly impact user trust and conversion rates. Staying flexible with ad assets allows brands to adapt quickly as platforms prioritize new visual formats.