From April onwards, if a marketer wants to include a contact number in an AdWords Ad, then he will need call extensions feature.
In the official announcement Google says, “In the next few weeks, we will no longer allow phone numbers to be used in the ad text of new ads. Advertisers who would still like to promote phone numbers in their AdWords advertising can use the call extensions feature. We're posting this alert now to provide adequate lead time to make ad changes.
In April 2013, we will begin to disapprove ads that were using phone numbers in their ad text before the March 2013 policy change.”
For more information on setting up call extensions checkout Google's support page.Google: No More Phone Numbers in AdWords Text!,