Google Ads is officially phasing out Call-Only Ads (also known as call ads), forcing advertisers who depend on phone call leads to migrate now to prevent any disruption in lead generation.
To keep driving valuable phone calls, Google is shifting all advertisers to Responsive Search Ads (RSAs) enhanced with Call Assets, an AI-powered, more efficient way to run call-focused campaigns.
This change is mandatory and represents a significant evolution in phone lead advertising on Google.
What’s Changing?
Google is fully replacing Call-Only Ads with Responsive Search Ads that include Call Assets.
Here’s a quick comparison:
Old: Call-Only Ads These ads appeared only on mobile devices capable of making calls, featuring a prominent phone number and “Call” button. They drove direct calls but no website visits (unless a URL was added).
New: RSAs with Call Assets Advertisers will use flexible Responsive Search Ads, attaching Call Assets to display a clickable phone number and “Call” button alongside dynamic headlines and descriptions.
RSAs use Google AI to test and optimize combinations of headlines and descriptions, matching ads better to user searches. When combined with call assets, they deliver high-quality phone leads, often outperforming the old format.
Key Dates You Must Know
- February 2026: No new Call-Only Ads can be created.
- February 2027: All existing Call-Only Ads will stop serving impressions completely.
Warning: Delaying the switch risks sudden drops in call volume, lower visibility, and a last-minute scramble.
Why Google Is Making This Change
Google is prioritizing:
- AI-optimized performance
- Improved user experience
- Greater ad flexibility
RSAs with call assets allow Google to:
- Deliver the most relevant message based on query, device, and intent
- Support both calls and website clicks from one ad
- Scale better across broader search terms
This aligns with Google’s broader move toward AI-driven, unified ad formats.
Benefits of RSAs with Call Assets
- Maintain (or increase) phone call volume
- AI-driven relevance and automatic optimization
- Broader reach across more search queries
- Single ad format for dual goals (calls + site visits)
- Deeper performance data and easier testing
For local/service businesses like plumbers, lawyers, clinics, or dentists, this upgrade helps sustain strong call leads using modern, future-proof tools.
How to Transition: Step-by-Step Guide
- Create or Update a Responsive Search Ad (RSA) Provide multiple headlines (up to 15) and descriptions (up to 5). Include services, offers, and trust signals.
- Add Call Assets In the Assets section, select “Call” and enter your phone number. Enable call reporting and set schedules (e.g., business hours only).
- Apply Call Assets to Campaigns Target high-intent or local search campaigns where calls matter most.
- Phase Out Call-Only Ads Once new RSAs perform well, pause or remove old Call-Only Ads to shift traffic smoothly.
- Monitor and Optimize Track calls as conversions (e.g., duration >30-60 seconds), review performance reports, and refine assets.
Best Practices for Call-Focused RSAs
- Use call-oriented headlines: “Call Now for a Quote,” “Speak to an Expert Today,” “Book Appointment by Phone”
- Schedule call assets to show only during open hours
- Ensure landing pages are mobile-friendly (even if calls are primary)
- Set up proper call conversion tracking
- Pin key headlines/descriptions if needed for consistency
Final Thoughts
Deprecating Call-Only Ads isn’t the end of phone leads, it’s an upgrade to a smarter, more effective system powered by AI.
Early adopters will:
- Preserve call volume seamlessly
- Gain from better optimization
- Outpace competitors who wait
Act now in early 2026 to test, refine, and future-proof your campaigns. If you’re unsure, consult a Google Ads expert for a smooth migration.
Sources: Official Google Ads Help documentation (updated October 2025) and industry reports from Search Engine Land, PPC Land, and others.
