Google has announced that Call-Only Ads will be retired by February 2027, marking a significant shift for advertisers who rely heavily on phone leads. Starting in February 2026, businesses will no longer be able to create new Call-Only Ads, and by 2027, the format will be fully phased out.
Instead, Google is encouraging advertisers to transition to Responsive Search Ads (RSAs) with Call Assets to maintain phone-driven lead generation.
How to Prepare for the Transition
- Switch early: Migrate campaigns to RSAs with Call Assets well before the 2027 deadline.
- Track effectively: Enable call reporting and set call conversions as a primary performance goal.
- Leverage smart bidding: Use automated strategies like Maximize Conversion Value for improved ROI.
- Connect your Google Business Profile: Boost local relevance and visibility.
- Set business hours for calls: Prevent wasted leads by restricting calls to times when your team is available.
Why This Matters
For years, Call-Only Ads have been a go-to format for local businesses and service providers that depend on direct calls. Their removal means marketers must rethink their strategies to keep call volumes steady without losing lead quality.
The Bottom Line
Phone calls remain a vital lead source—but the ad format is changing. Businesses that proactively migrate to RSAs with Call Assets and embrace AI-driven optimization will be better positioned to maintain strong call performance in the years ahead.
Looking to stay ahead of Google’s advertising changes? At SEO Guru NYC, a leading PPC agency in New York, we help businesses smoothly transition from outdated ad formats like Call-Only Ads to high-performing strategies such as Responsive Search Ads with Call Assets. Our team ensures your campaigns remain optimized, ROI-driven, and ready for the AI-powered future of PPC.
Partner with us today to maximize your ad performance and keep your phone leads strong
