Sometimes, Google Ads will not verify third-party tracking numbers because its bots cannot see the number when they crawl the site. In order to bypass this, you'll need to link your Google Ads account to the Search Console inside of Google Ads. Having two accounts linked bypasses the need for the bots to crawl the site.
If you do not have both Google Ads and the Search Console linked, Google will need to verify the ownership of the number by visiting your website and comparing the numbers. If your numbers do not match (which they likely will not if you are using CTM), they will not approve the ad.
We recommend using separate numbers for Google Ads and Call Assets. This will create flawless and easily manageable reporting.
For more information on linking the Search Console and Google Ads, see Google's help article here.
For more information about Google's phone number verification process, see their support page here.
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