Policies
Callouts can:
Up to 100 callouts can be associated per entity (ad group, campaign for example).
Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese, and Korean).
Don’t include punctuation and symbols to draw attention to your callout.
Repetition of words or phrases isn’t allowed.
Callouts cannot:
Include “Book Now” or “Official Site” because they conflict with text and labels Google uses in the ads.
Contain any direct calls to action.
Contain false statements or superlatives that are not proven and explicit on the hotel Ad’s landing page, such as “best deals” or any offers (like vouchers, book early discounts, savings, and so forth).
Contain emojis.
Note: Callouts need to be applicable to the majority of available bookings that the callout is targeting. For example, a callout saying “up to 60% off” cannot be used if only a small portion of bookings for that callout offer 60% off for the associated ads.
Great Meta Callout Examples
We recommend you to focus on the direct booking benefits.
Here are some examples to add unique and great performing callouts:
Free Cancellation
Free Parking
Free Wifi
Best price guaranteed
Stay Longer & Save
Breakfast Included
24-Hour Concierge
Save when you book direct
Late Checkout
Callouts visibility
Callouts show with your ad when:
The callout is predicted to improve your performance.
Your ad’s position and Ad Rank are high enough for callouts to show.
The position of your ad on the results page is eligible to show callouts.
Callouts may not show with your ad if:
Other assets can cause your particular callout not to show. Generally, Google will show the highest performing assets first, until the total number of allowed assets and combinations show.
Your ad’s position or Ad Rank are too low.
Multiple rates are displayed (such as different rates for different occupancies).