"Approved then disapproved" on a call asset usually means it passed the automated check and then failed a later review, often after Google actually dialled the number or crawled the site. With pay-per-call it's almost always one of these:
1. Unverified or unavailable phone number. Google calls the number to check that it connects. Pay-per-call tracking numbers that route through an IVR, ring out of hours or go to a call center in another country often fail this.
2. The number isn't on the landing page. Google wants the advertiser's number visible on the final URL domain. A call asset with a number that doesn't appear on the site, or that differs from the site, is a classic trigger.
3. Misrepresentation / unclear business identity. If the ad and site look like the service provider, but the call actually goes to a buyer through a network, Google treats it as hiding who the advertiser is. Lead-gen and pay-per-call need to say clearly that you're a referral or comparison service, not the provider.
4. Restricted verticals. Locksmith, garage door, pest control, tech support and similar call-heavy niches have extra rules, and some of them need advertiser verification before call ads can run at all.
Open Policy Manager, click the disapproved asset and check the exact policy name. "Unverified phone number" and "Misrepresentation" need completely different fixes. If it's the number, use one that's shown on the site and actually picks up. If it's misrepresentation, fix the disclosure on the landing page before appealing. Appealing without changes just repeats the cycle.
We see this a lot with pay-per-call clients at PPC Rebels. The vertical matters a lot here, so if you share it, I can tell you which one is most likely.
