Google is officially retiring Call-Only Ads, with creation ending in February 2026 and full sunset by February 2027. Advertisers relying on phone leads will need to transition to Responsive Search Ads with Call Assets.
How to prepare:
- Switch campaigns to Responsive Search Ads with Call Assets.
- Enable call reporting and set call conversions as a primary goal.
- Use smart bidding, like Maximize conversion value, for better ROI.
- Link your Google Business Profile for location-based relevance.
- Restrict calls to business hours to avoid wasted leads.
Why we care. Call-Only Ads have been a go-to for businesses that rely on direct phone calls, especially in local services. Their removal means marketers must rethink lead-generation strategies to keep call volume steady.
Between the lines. Proactive migration is key—waiting until 2027 could mean disrupted lead generation and performance drops.
What’s next. Advertisers have 16 months to transition. Google has published new help pages with step-by-step guidance on migration and performance optimization.
The bottom line. Phone calls aren’t going away, but the format is. Success will depend on how quickly advertisers adapt call strategies into a responsive, AI-optimized ad ecosystem.
First seen. These updates were first spotted by PPC News Feed founder Hana Kobzová.
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