Bug made Local Services Ads show Business Profile numbers instead of call asset tracking numbers

Local Services Ads were displaying the phone number from the advertiser's Google Business Profile rather than the call tracking number configured in call assets. Google confirmed the behaviour on X, and the advertiser who reported it later said it appeared fixed.

• Google's confirmation: "If you are utilizing both location and call assets, ads featuring specific business locations may direct calls to the phone numbers associated with those locations rather than those set within your call assets."
• Impact is measurement, not serving: calls placed against the Business Profile number are not attributed to the campaign, so call conversions and cost per call are understated.
• The reported bind for advertisers: use call assets only and lose location data, or use location assets and lose call tracking accuracy.
• Anthony Higman reported it unresolved in early September, then later said the problem "is fixed and working as it should now."
• If you run LSAs with both asset types, check call volume in the affected period before treating it as a real performance dip.