Key Takeaways

• Google will enforce new message assets requirements on October 30, 2025.
• Advertisers must verify phone numbers and review all message assets.
• Unverified or non-compliant assets risk being blocked or pausing campaigns.
• Businesses should audit ads and update strategies for better ROI.
• Early preparation helps avoid disruptions and boosts ad performance.

Google’s New Message Assets Requirements

Google is introducing stricter rules for message assets in ads. The update aims to cut spam and improve user experience. Starting October 30, 2025, advertisers must verify phone numbers and prove compliance. Otherwise, Google may block message assets or pause campaigns.

These changes affect any ad that uses click-to-message options. In simple terms, if you let people text or call you through your ads, you must follow the new policy. Therefore, advertisers must act fast. They need to audit current campaigns, adjust settings, and verify all details.

What Are the New Rules?

First, you need a verified phone number for every ad. Google wants to know each number really belongs to your business. Next, you must check that your messages follow content guidelines. The rules ban spam, misleading claims, and irrelevant links. Moreover, all responses from your ads should feel helpful and direct.

Advertisers must display clear opt-out info. In other words, people texting you should know how to stop messages. Plus, you must not overload users with repetitive texts. Overall, Google focuses on safe, transparent conversations. Thus, message assets that don’t meet these standards will face removal.

Reviewing Message Assets for Compliance

Advertisers should start by listing all current message assets. Then they can match each asset to the new rules. Pay attention to phone verification steps. Google’s Business Profile or Merchant Center offers easy verification guides. After you complete these steps, double-check the content of your ads.

Next, audit message templates. Ensure they avoid banned words and meet length limits. For instance, steer clear of superlatives like “best ever” or “guaranteed.” These claims often trigger extra reviews. Also, delete any outdated links or images that distract from the message. Finally, confirm your team understands the opt-out requirement.

How to Audit Your Campaigns

First, download a report of all ads using message assets. Review each one for phone status, copy, and compliance notes. Then, update any missing or incorrect phone numbers. If you use multiple lines, verify them separately. Additionally, check your ad scheduling. Google may disapprove ads outside allowed hours.

After making edits, submit your assets for Google’s review. Keep track of pending statuses and address rejections quickly. If an asset fails review, read Google’s feedback carefully. Often, a small tweak fixes the issue. Once approved, monitor performance to ensure no new problems arise.

Tips to Boost ROI in a Regulated World

Even with stricter rules, you can drive strong results. First, craft clear calls to action. Tell people exactly what to expect when they message you. Next, personalize replies. Use customer names and reference their inquiries. This boosts trust and engagement.

Moreover, segment your audience. Tailor message assets to specific groups based on interests or location. For example, a local offer can use a city name to feel more relevant. Also, test different message lengths and formats. Short texts often work better on mobile, while longer replies suit detailed questions.

Finally, track conversions from messages. Use Google’s measurement tools or integrate with your CRM. That way, you know which message assets bring the best leads. Then, reallocate budget toward high-performing ads.

Common Mistakes to Avoid

A major mistake is ignoring verification deadlines. If you wait until the last minute, you risk campaign downtime. Also, don’t assume previous approvals still apply. Google’s new rules override older policies. Another pitfall is overlooking the opt-out requirement. Users who can’t stop messages may flag spam.

Furthermore, avoid generic templates. People hate canned replies. Instead, make messages friendly and informative. Lastly, don’t forget to document all changes. Keeping records helps if Google questions any updates.

Preparing Early for Continued Success

With only weeks until October 30, advertisers must move fast. Form a small team to lead the audit and verification process. Schedule daily check-ins to track progress. Meanwhile, educate your wider team on the new rules. That way, everyone knows the do’s and don’ts of message assets.

By acting now, you protect your campaigns and maintain ad performance. In contrast, waiting risks blocked assets and wasted budget. Therefore, embrace the update as a chance to improve your messaging strategy. Clear, compliant message assets build user trust and boost conversions.

FAQs

What happens if I don’t verify my message assets by October 30?

If you miss the deadline, Google may block your message assets or pause your campaigns. This could lead to lost leads and higher costs when you restart.

How can I check if my phone numbers meet requirements?

Use Google Business Profile or Merchant Center to verify each number. Follow the step-by-step guides and confirm successful verification before reactivating ads.

Will these new rules reduce spam in ads?

Yes. By enforcing verification and content checks, Google aims to cut spam and improve ad quality. Users will see fewer junk messages and more helpful offers.

Can small businesses handle these changes easily?

Absolutely. With early planning and clear steps, small teams can update message assets quickly. Google provides guides and support to simplify the process.