Google Ads is testing a more branded presentation for call assets in sponsored search results. In the observed test, the click-to-call element displays the advertiser's name alongside the phone number instead of presenting the number alone.
The experiment was spotted in Google Search results and reported on October 6, 2026. It has not been announced as a general Google Ads rollout, so advertisers should treat it as a SERP test rather than a confirmed permanent format change. Search Engine Roundtable documented the test and noted that the standard presentation typically shows the phone number without the advertiser name.
From a phone number to a branded call action
Call assets are designed to let searchers contact a business directly from an ad. Google's current documentation describes them as a way to add a phone number or call button to an advertisement, allowing users to call the business directly from eligible devices.
Adding the advertiser name changes the visual meaning of that element. A standalone phone number is functional, but it gives the user little additional context. A business name next to the number can make the call action more immediately identifiable, particularly when a search results page contains several advertisers competing for the same local or service-oriented query.
Why the test could matter for local and lead-generation advertisers
For plumbers, clinics, repair services, restaurants, legal services and other businesses where a phone call is a primary conversion action, trust can influence whether a user taps the call asset. Seeing the advertiser identity directly inside the call element may reinforce which company will answer before the user initiates the call.
That creates a plausible CTR and conversion-rate implication, although there is no public evidence yet that the tested format improves either metric. The important distinction is that Google appears to be experimenting with moving branding closer to the conversion action itself.
Advertiser identity is becoming more visible
The experiment also fits a broader advertising interface in which business identity and assets work together. Google's documentation explains that ad assets provide additional information about a business and can include call buttons, locations, sitelinks and other elements selected for eligible search results.
If the advertiser-name treatment expands, businesses may have another reason to pay close attention to the consistency of their visible identity across ads, landing pages and call experiences. A recognizable business name placed directly beside the phone number could become part of the decision users make before clicking or calling.
What advertisers should watch
Because this is currently an observed test, there is no new setting advertisers need to enable based on the available evidence. The useful action is measurement: watch call-asset impressions, interactions and call conversions, and note whether the new presentation appears for your campaigns.
Advertisers should also keep phone information accurate and verifiable. Google's policies require numbers used in call assets to be active, relevant to the advertised business and properly verified.
For now, the change is small but strategically interesting. Google is testing whether a call asset should communicate not only how to contact an advertiser, but also more clearly who the user is about to call. In local sponsored SERPs, that extra piece of identity could become an important trust signal if the format moves beyond testing.