Introduction
Google Ads is constantly evolving to improve user experience and advertising performance. One major update that advertisers must prepare for is the removal of Call-Only Ads. Google has officially announced that Call-Only Ads will be deprecated by February 2027. This change is part of Google’s broader shift toward automation and more flexible advertising formats. Businesses that rely on phone call leads, especially local service providers, need to understand what this update means and how to adapt their strategies.
What Are Call-Only Ads?
Call-Only Ads are a type of Google Search ad designed mainly to generate phone calls instead of website visits. When users click on these ads from their mobile devices, they are directly connected to the business through a phone call. These ads have been popular among local businesses such as plumbers, electricians, repair services, and healthcare providers because they focus entirely on call-based leads.
Call-Only Ads usually include business details like phone numbers, service descriptions, and call buttons. They have been effective for businesses that prefer direct communication with potential customers.
Key Timeline for Call-Only Ads Deprecation
Google has announced a clear timeline for the removal of Call-Only Ads:
February 2026
Starting from February 2026, advertisers will no longer be able to create new Call-Only Ads. Existing ads will continue to run, but new campaigns using this format will not be allowed.
February 2027
By February 2027, Google will completely remove Call-Only Ads. Existing ads will stop showing, and advertisers will need to switch to alternative ad formats.
Understanding this timeline is important because it gives businesses enough time to adjust their advertising strategies and avoid disruptions in lead generation.
What Is Replacing Call-Only Ads?
Google is replacing Call-Only Ads with Responsive Search Ads (RSA) combined with Call Assets. This new format allows advertisers to reach customers more effectively while maintaining call functionality.
Responsive Search Ads (RSA)
Responsive Search Ads allow advertisers to create multiple headlines and descriptions instead of one fixed ad. Google automatically tests different combinations of these headlines and descriptions to show the best-performing ad to users.
This format improves ad performance by matching ads with user search intent. It also helps advertisers save time because Google’s system automatically optimizes ad combinations.
Call Assets
Call Assets allow businesses to add their phone numbers to search ads. When users see these ads, they can either visit the website or call the business directly. This gives customers more flexibility while still allowing businesses to receive call-based leads.
Why Google Is Removing Call-Only Ads
Google’s decision to remove Call-Only Ads is mainly driven by the need for automation and better user experience. Responsive Search Ads provide more flexibility and allow Google’s system to optimize ad performance using machine learning. Additionally, offering users both call and website options increases engagement and improves conversion opportunities.
Another reason is standardization. Google is focusing on fewer but more powerful ad formats that work across multiple devices and search behaviors.
How This Change Will Impact Advertisers
Businesses that rely heavily on phone calls may need to adjust their marketing approach. Since Responsive Search Ads require a landing page, businesses must ensure their websites are properly optimized. Advertisers will also need to focus on tracking both website clicks and call conversions.
Although this change may require some effort, it can provide better long-term results. Responsive Search Ads often deliver improved performance because they continuously test and optimize ad content.
How Businesses Should Prepare
To prepare for this transition, advertisers should start creating Responsive Search Ads and add Call Assets to their campaigns. They should also set up proper call tracking and conversion monitoring. Updating landing pages and ensuring mobile-friendly website experiences will also help maintain lead quality.
Starting early will help businesses test new strategies and avoid sudden disruptions when Call-Only Ads are fully removed.
Conclusion
The deprecation of Call-Only Ads by February 2027 marks a significant shift in Google Ads strategy. While the change may seem challenging for businesses that rely on phone call leads, the new Responsive Search Ads combined with Call Assets provide more flexibility and better optimization opportunities. By understanding these updates and preparing early, advertisers can continue generating high-quality leads and stay competitive in the evolving digital advertising landscape.
