If you’ve been running Call-Only Ads to drive phone leads from Google, there’s big news, and it’s time to prepare. Google has officially announced that Call-Only Ads will be phased out and replaced with Call Assets inside Responsive Search Ads (RSAs).
This shift may sound small, but it changes how businesses connect with customers who prefer calling to clicking. As someone who’s worked closely with Google Ads for years, I can say this update will reshape how service-based and local brands handle lead generation.
Let’s break down what’s changing, why it matters, and what you should do right now to stay ahead.
What’s Changing
Google is retiring the old Call-Only Ad format, those simple mobile ads that only displayed your phone number and a “Call” button.
Starting February 2026, you won’t be able to create new Call-Only Ads, and by February 2027, existing ones will stop running.
Instead, your phone number will now appear as a Call Asset within your Responsive Search Ads (RSAs) alongside headlines, descriptions, and sitelinks.
That means Google’s AI will decide when (and if) your call button shows up, based on what it believes will perform best at that moment.
What This Means for Marketers and Businesses
1. The End of “Pure Call-Only” Ads
Previously, Call-Only Ads guaranteed one action a phone call. No website clicks, no distractions.
Now, your phone number is part of a larger mix of ad assets. Sometimes it will show, sometimes it won’t. This is great for flexibility, but not ideal if your business relies heavily on direct calls.
So, if you’re in industries like plumbing, HVAC, law, real estate, or medical services where most leads come through the phone, you’ll need to rework your ad strategy soon.
2. More Flexibility, More Complexity
Responsive Search Ads are smarter. They mix and match your headlines and descriptions to test what drives the best results. That’s a significant plus; Google’s machine learning can now optimise for both calls and clicks.
But here’s the trade-off: you lose some control. You’ll need to write stronger headlines, refine your offers, and test different combinations to make sure your ads still encourage phone calls.
Think of it this way, your ad isn’t just a “Call Now” button anymore; it’s a multi-option experience optimised for performance.
3. Why Migration Matters
If you depend on phone leads, you can’t wait until 2026 to adapt. Migration isn’t optional; it’s critical.
Here’s what you should do:
- Audit your campaigns: Identify all your current Call-Only Ads.
- Add a final URL and business name: Without them, your ads can’t be upgraded automatically.
- Create Responsive Search Ads by adding multiple headlines and descriptions.
- Attach Call Assets: This is where your phone number goes now.
- Set call scheduling: Only show your number during business hours.
- Track conversions: Use Google’s forwarding numbers or a third-party call tracking tool like CallRail.
Once your RSAs with Call Assets start performing, phase out your old Call-Only campaigns.
4. Expect Performance Fluctuations
Because Google’s algorithm now decides when to show your call asset, performance may shift. You might see fewer calls initially or more web clicks instead.
That’s normal. Give Google’s AI time to learn. Monitor how often your call asset appears, track calls separately from clicks, and keep optimising your ad copy to emphasise “Call Now” or “Speak to an Expert.”
The reward? Over time, your campaigns could actually become more efficient, reaching both call-focused and click-focused customers at the right time.
How to Adapt and Find Alternatives
Here’s how to stay prepared and avoid losing call volume:
Use Call Extensions in Search or Dynamic Search Ads
Even standard search ads can include call extensions, giving you that “click-to-call” option.
Try Local Service Ads (LSAs)
For local businesses, LSAs are a strong alternative. They appear above regular ads, show your phone number, and even include Google’s “Google Guaranteed” badge for extra trust.
Use Performance Max Campaigns
Performance Max also supports call assets, helping you reach users across Google Search, YouTube, Maps, and more all optimised by AI.
Use Dedicated Call Tracking Tools
Tools like CallRail, WhatConverts, or HubSpot Call Tracking help you measure real call quality and link calls back to specific ads or keywords.
These insights will help you refine your strategy beyond what Google shows in its dashboard
Why Google Made This Change
Google’s goal is simple: simplify ad formats and push toward automation.
Call-Only Ads were powerful but limited. They didn’t use AI optimization, had a higher risk of fraud, and lacked flexibility. By merging call functionality into RSAs, Google gets more data, better control, and improved user experience.
For marketers, this means moving from manual control to machine-assisted advertising. It’s less about managing formats and more about managing strategy.
Final Thoughts: The Future of “Click-to-Call”
This update doesn’t mean the end of phone-based marketing; it’s an evolution.
Google wants ads to be smarter, more flexible, and data-driven. You’ll still get calls, but they’ll come from ads that also drive clicks, visits, and conversions across multiple touchpoints.
So instead of resisting the change, use it to your advantage:
- Build RSAs with strong “Call” CTAs.
- Track every call as a conversion.
- Test, learn, and optimise continuously.
Those who adapt early will not only maintain their call volume but likely see improved ROI because Google’s AI, when guided correctly, can turn small campaigns into scalable lead engines.
Marketing without call-only ads isn’t the end; it’s a smarter, more connected beginning.