WEST PALM BEACH, FL – Google is phasing out its specialized call-only advertising format on the Google Ads platform and directing marketers to adopt responsive search ads with call assets as the primary means of generating phone leads, according to official guidance and industry reporting.
The move affects advertisers who have relied on call-only ads – also referred to as call ads – which display a phone number and a call button in search results without linking to a website. Under the revised framework, businesses will need to embed their phone contact functionality within a responsive search ad (RSA) using call assets.
Two-Phase Deprecation Timeline
Google’s support documentation outlines a two-stage timeline for the transition:
- February 2026: The ability to create new call-only ads will be removed from the Google Ads interface and API.
- February 2027: All existing call-only ads will cease serving impressions, effectively ending the format’s operation on the platform.
This schedule gives advertisers roughly a year between the removal of creation tools and the complete sunset of serving existing ads.
What’s Replacing Call-Only Ads
Responsive search ads are Google’s default search advertising format that dynamically combine multiple headlines and descriptions to optimize performance in auctions. According to Google, RSAs leverage artificial intelligence to match ad content to users’ queries and preferences. Call assets are an extension type that attaches a business phone number to an RSA, enabling users to initiate phone calls directly from the ad when the asset is shown.
Unlike call-only ads, RSAs with call assets include additional elements such as headlines and potential landing page URLs, offering users multiple interaction paths – for example, visiting a website or calling the advertiser.
Why the Change
Google’s official announcements and developer guidance underscore a broader shift toward more flexible, automated advertising formats. RSAs are designed to allow machine learning to test various creative combinations to improve relevance and performance. The company has framed the phasing-out of older ad types – including call-only ads – as part of this evolution.
The transition also aligns with recent efforts to tighten phone number policy enforcement in advertising to combat fraud and ensure phone numbers used in ads are valid and relevant. New verification requirements for numbers began rolling out in late 2025 and apply to call-only ads, call assets, and location assets alike.
Implications for Advertisers
Service-oriented businesses – such as local contractors, medical clinics, legal professionals, and emergency service providers – have traditionally relied on call-only ads to drive high-intent phone leads. With the format’s retirement, these advertisers will need to redesign campaigns to incorporate phone outreach within RSAs, and may have to adjust tracking and optimization strategies to measure both calls and other conversion types effectively.
Industry commentary suggests that moving call functionality into RSAs could require more creative work from advertisers, as they must supply multiple headlines and descriptions and configure call assets to appear at appropriate times. Early migration is recommended to allow sufficient testing before the full deprecation in 2027.
What Advertisers Should Do Now
Google’s help documentation includes step-by-step instructions on migrating from call-only ads to RSAs with call assets, such as preparing account settings, creating or modifying responsive search ads, adding call assets in the ad group or campaign, and removing legacy call-only ads once the new ads are performing.
Advertisers using the Google Ads API will also need to update applications and integration logic to stop creating and managing call-only ads and adopt RSA and call asset workflows.
