For more than a decade, Google Ads has allowed advertisers to create Call-Only Ads, now called Call Ads. This format was designed to generate phone calls rather than website visits. When someone clicked the ad, their phone dialer opened, allowing them to contact the business directly.
In October 2025, Google announced that it would begin phasing out Call Ads in favor of Responsive Search Ads with Call Assets. That transition has begun. Google removed the ability to create new Call-Only Ads in February 2026, and existing Call Ads will stop serving entirely in February 2027.
If you have heard about this change before, consider this a reminder to review your current campaigns. If this is the first time you are hearing about it, now is the time to begin moving your Call Ads to Responsive Search Ads with Call Assets.
This is not simply a new recommendation or optional feature. Responsive Search Ads with Call Assets will become the only way to promote a phone number within a Google Search ad.
Why the Change?
Google is moving toward more flexible ad formats that use automation to determine which messages and assets appear.
Responsive Search Ads are the standard ad format for Google Search Campaigns, where advertisers provide multiple headlines and descriptions, and Google tests different combinations. A Call Asset can appear alongside relevant ad combinations.
This approach gives businesses more space to highlight services, experience, location, offers, and reasons to call.
How To Transition From Call Ads To Call Assets
Advertisers should start making the switch before existing Call Ads stop running. This gives you time to create Responsive Search Ads, add the right Call Asset, confirm that call tracking is working, and test the new setup before turning off the old ads.
1. Review Your Existing Call Ads
Benchmark your existing Call Ads by reviewing their performance. Metrics such as volume, call duration, search terms, and lead quality give data points on how existing Call Ads are performing.
2. Create Strong Responsive Search Ads
Create or update Responsive Search Ads in each relevant ad group in your existing campaign (or create a new campaign). Use the extra headlines and descriptions to highlight your services, locations, experience, special offers, and the reasons someone should call your business.
Keep in mind that the Call Asset will not appear every time the ad is shown. The ad still needs to make sense on its own, and the landing page should be relevant, easy to use on a phone, and include a clear way for visitors to get in touch.
3. Add and Schedule Call Assets
Call Assets can be added at the account, campaign, or ad group level. If you are a business with multiple locations and numbers, Google will have more control over where calls are directed.
4. Confirm Tracking and Campaign Goals
Turn on Call Reporting and set a minimum call length that reflects a meaningful lead for your business. You should also confirm that the correct phone call conversion is included in the campaign’s goals. When calls are one of the campaign’s main objectives, that conversion should be set as a primary action.
Start Your Call Ads Transition Now
The announcement around deprecating Call Ads has been out for a while. February 2027 will be here before you know it, so if you have not done so, think about transitioning from Call Ads to Responsive Search Ads with Call Assets. Businesses that treat this as a planned transition rather than a last-minute update will be better positioned to protect call volume and maintain lead quality.