It is now possible to display WhatsApp in your Google Ads for mobile devices, both on iOS and Android. Google Ads recently introduced the option of adding a WhatsApp number to ads, allowing customers to get in touch directly by sending a message through this application.
This feature, which makes it possible to add WhatsApp to Google Ads, represents an excellent opportunity for companies that want to simplify and speed up communication with their customers.
However, it's important to note that this is not just a matter of adding the WhatsApp URL to the headlines or descriptions of the advert. In order to add WhatsApp to Google Ads, this will be included as an ad asset, similar to the phone number display, working as a complement to the text of the ad. If you've been waiting for this feature or have just discovered it, here's how you can add it to your ads.
‼️ Before you start:
Make sure the WhatsApp number you want to use is active. Ideally use WhatsApp Business, as it allows you to set up automatic replies and personalise your profile with your company logo and information. If you don't already have WhatsApp Business, install the App before you continue.
How do I add WhatsApp to my Google Ads?
Step 1: Check if the feature is available on your account
The option to add a WhatsApp button to Google Ads wasn't always available to all accounts, as it was implemented gradually. Let's check if you already have access:
1. Log in to your Google Ads account;
2. In the side menu, click on ‘Assets’;
3. Look for the ‘Message’ option.
📌 If you found it, you can move on to the next step.
❌ If you didn't find it, the feature may not yet be available on your account.
During the rollout phase, Google Ads made this functionality available on an experimental basis (beta) for some accounts. Currently, at Clarity®, we can already see it active in all the accounts we manage under the name ‘Message’ in the ad assets (former ad extensions). If the option is not yet available to you, check if your account fulfils the legal requirements to use WhatsApp's messaging feature.
Requirements for adding WhatsApp to adverts
Your Google Ads account must:
✅ Have enough history and comply with Google Ads policies;
✅ Belong to an eligible sector or niche (sensitive subjects such as politics, gambling or adult content are excluded);
✅ Have completed the advertiser validation programme.
Step 2: Create the message feature for WhatsApp
1. In the ‘Assets’ menu, click on the ‘Message’ option and then on ‘+’.
2. Choose where you want to add the feature:
- Account – if you want a generic message for all adverts;
- Campaign – to personalise the message according to the product or service in the campaign;
- Ad group – the same as the previous one, but at ad group level, for greater customisation.
📌 Tip: If you're just starting out, we recommend adding the feature to your account to simplify things.
3. In the ‘Asset’ field, select ‘Create new’.
4. Under ‘WhatsApp phone number’, select the country and enter your WhatsApp number (without the country code).
5. Write a ‘Starter message’ (initial message), for the user to send automatically or edit before contacting you.
6. Choose a ‘Call to Action’ (CTA), i.e., the thing (action) you want to encourage.
7. Define a ‘Call to action description’ and save your changes.
Step 3: Track the results
Once you've set up the WhatsApp's messaging feature in your ads, it's essential to monitor the results.
📊 Where to see the data?
- Go directly to campaigns in the ‘Assets’ section of Google Ads to analyse several metrics, such as clicks, cost per click and conversions (if you've already created them).
- There are rumours that Google automatically creates the ‘Conversation started’ conversion (Google hosted) after a certain number of clicks. However, we cannot yet confirm this information 100%, as we are still waiting for it to be activated. As soon as we have concrete data on this topic, we'll share it here.
📈 What to expect?
- The click-through rate tends to be higher when compared to other resources.
- Currently, Google and Meta don't share data that would allow for confirmation that conversations have actually been started on WhatsApp. In the future, they could create an integration to measure real conversions, but so far there are no indications that this will happen.
In conclusion
Adding WhatsApp to Google Ads is a powerful strategy to facilitate communication with customers in your ads. With this feature, you eliminate the need to send the user to a page before initiating contact, making the process more direct and efficient. However, before you switch this feature on, please take a moment to consider: does it make sense (for you, for your company or business, for your offer, for what you sell, for your users, etc.) to direct your potential customers to WhatsApp? Analyse the user's journey to conversion and assess whether this channel can really simplify it.
For more information, bespoke strategies, efficient digital marketing solutions, or 1-on-1 Google Ads consultancy sessions, just contact the CLARITY® girls through info@yourdigitalclarity.com or visit our website at yourdigitalclarity.com.
