If your business depends on phone leads from construction services to emergency repairs or other local businesses, this update matters. Google Ads is officially phasing out Call-Only Ads.
From February 2026, you won’t be able to create new Call-Only Ads.
By February 2027, all existing Call-Only Ads will stop serving completely.
(Official Source – Google Ads Help)
But there’s no reason to panic, Google isn’t removing phone leads, just modernizing how you generate them.
The replacement: Responsive Search Ads (RSAs) with Call Assets.
What’s Changing in Call Only Ads in Google Ads?
- Call-Only Ads → being retired in 2027.
- New Format → RSAs with Call Assets for AI-optimized ad delivery.
- Reason → Simplify formats, boost automation, and enhance performance tracking.
- Functionality → Call Assets attach a business number to your ad, allowing users to call or visit your site.
These updates align with Google’s AI-driven push toward performance automation and responsive ad formats.
Why Google Is ending Call Only Ads?
Call-Only Ads were limited, mobile-only, single intent, no landing page flexibility.
RSAs, powered by machine learning, allow Google to test multiple headlines and descriptions to find the best-performing combination per auction.
By using Call Assets, your ad can trigger a call or drive a click to your site, depending on user behavior.
The result: better control, smarter bidding, and improved visibility across search types.
How to migrate current campaigns before It’s too late?
If your campaigns rely on phone calls, act early. Here’s the step-by-step process:
- Audit Existing Campaigns
Identify all ad groups using Call-Only Ads. - Create Responsive Search Ads (RSAs)
Add at least one RSA in each ad group with optimized headlines, descriptions, and a landing page URL. - Add Call Assets
In Google Ads → Assets → Call Assets → Add phone number.
Verify your business number and schedule call hours. - Enable Call Conversion Tracking
Track when calls come from your ads to measure ROI accurately. - Pause Old Call-Only Ads
Once RSAs with Call Assets are live, pause or remove legacy Call-Only Ads. - Monitor Performance
Track key metrics — calls per impression, cost per call, and call conversion rate.
Optimize your bids, schedule, and messaging accordingly.
Impact on Businesses and Agencies:
If you manage local service ads or client campaigns, here’s what to expect:
- Risk: Waiting until 2026 could mean losing call volume or facing data gaps during migration.
- Opportunity: Early migration lets you test, refine, and demonstrate results — proving value to clients before the deadline.
- Advantage: RSAs with Call Assets deliver better tracking, AI-powered optimization, and more visibility on both desktop and mobile.
Pro Tips to Maximize Call Asset Performance
- Use Call Scheduling: Only show call assets during business hours.
- Include Business Name: Ensures smoother approval and trust signals.
- Leverage Smart Bidding: Once you have call conversion data, use Target CPA or Max Conversions.
- Write 10–15 Headlines in RSAs: The more assets, the better Google’s algorithm performs.
- Track Call Quality: Monitor call duration, outcome, and booking rates.
- Preserve High-Intent Keywords: Keep your winning keywords and migrate them into new RSAs.
- Analyze by Device: Expect shifts in mobile vs. desktop call volume.
Key Deadlines [Google Ads Ends Call Only Ads]
| Phase | Change | Effective Date |
|---|---|---|
| Creation Cutoff | No new Call-Only Ads | February 2026 |
| Removal Phase | Existing Call-Only Ads stop serving | February 2027 |
What This Means for Google Ads Professionals?
If you’re an agency or in-house marketer managing call-driven accounts, your migration timeline starts now.
Transitioning to RSAs with Call Assets ensures your phone leads remain consistent, measurable, and optimized for future Google Ads updates.
So,
Google Ads is sunsetting Call-Only Ads to unify ad formats and push advertisers toward AI-driven automation.
By migrating to Responsive Search Ads with Call Assets, you’ll maintain your call flow, improve tracking, and future-proof your campaigns before the 2026 deadline.
Ready to Migrate Before 2026?
If your campaigns depend on phone leads, act now.
Audit your account, create RSAs with Call Assets, and activate call conversion tracking today.
Need help transitioning or optimizing your campaigns?
Contact Imran Nadir for Google Ads and I’ll make your switch to Call Assets seamless and ROI-driven.
FAQs:
When will Google Ads remove Call-Only Ads?
You can’t create new Call-Only Ads after February 2026. All existing ads will stop serving by February 2027.
What replaces Call-Only Ads?
Responsive Search Ads (RSAs) with Call Assets allowing users to call or visit your website from the same ad.
How can I continue getting phone leads?
Add verified Call Assets to your RSAs and track calls as conversions to keep receiving phone-based leads.
Do Call Assets perform as well as Call-Only Ads?
Yes, most advertisers report better performance. RSAs with Call Assets combine phone and click traffic, giving Google’s AI more room to optimize.
Need Help with Google Ads? Hire me!
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