Google is trialling QR codes on sponsored ads that enable consumers to call brands when scanned instantly.

The feature, which was first spotted by SEO analyst Khushal Bherwani, has been appearing on a new expandable call box found at the bottom of ads.

Inside the box, the brand’s telephone number is also displayed, making accessing a company’s contact details more simpler.

Google is also testing displaying three images across ads now instead of one.

The search engine is yet to officially comment on its trial, but Bherwani shared some screenshots of the new Sponsored Ads layout on X, formerly known as Twitter:

Why we care. This feature can help build trust between brands and shoppers by showing that customer service is taken seriously. Consumers like to know that they can contact brands before, during and after the shopping experience in case problems or questions arise, so providing that added level of reassurance could lead to more sales.

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Deep dive. Read the Google Ads Guide on its official Help Center for more information on sponsored posts.