Google Reveals When Call Only Ads Will Go Away
Let's start with the basics. If your business depends on phone leads from Google Ads, you need to know what's changing, when it's changing, and what you should do next.
At Cleartwo, we deal with these shifts every day. Google updates its rules, and businesses feel the impact straight away. When call only ads disappear, the aim is simple. Keep your phone ringing. Protect your lead flow. Stay ahead.
Why Call Only Ads Matter
Call only ads were simple. Someone searches on Google. They tap the ad. Their phone dials straight away.
No website. No extra steps. Just the call.
This became a lifeline for many sectors. Plumbers. Solicitors. Health clinics. Trades. Emergency repairs. Anyone who needs quick action from people searching with clear intent.
Here's why they worked so well:
- Instant phone leads
- High intent users
- Easy to set up
- Clear call tracking
- Strong mobile performance
- Low friction for users
The issue isn't performance. It's Google's direction.
Why Google Is Moving Away From Call Only Ads
Here's the real talk. Google wants fewer ad types and more automation. Call only ads don't fit that plan. They're too rigid. Google can't test headlines or adjust messages the way it can with modern formats.
Responsive Search Ads offer more flexibility. That's where Google is taking everything. If you've watched PPC changes over the years, none of this will shock you.
Timeline For Call Only Ad Retirement
Let's make this simple and clear.
February 2026: You can't create new call only ads anymore. Existing ones still run, but no new builds.
February 2027: All call only ads disappear completely.
If you wait until late 2026 to act, you'll be rushing. And rushed campaigns lose leads.
Shift To Responsive Search Ads With Call Assets
Google isn't removing phone leads. It's changing how they happen.
Instead of call only ads, you'll use Responsive Search Ads with call assets. These create a clickable phone button on mobile, so users can still call straight from the ad.
The difference is simple. Google now gets more room to test messages. You give multiple headlines and descriptions. Google combines them and looks for the best results.
The call button stays. Phone leads stay.
This works even better when users who click through land on strong landing pages.
The Benefits Of Using RSAs For Phone Leads
RSAs give Google more data. More signals. Better optimisation. That means more chances for the right message to hit the right person.
We've seen clients keep or even grow their call volumes after moving to RSAs.
It works best with proper reporting dashboards that keep all data clear and easy to review.
Steps To Migrate Call Only Ads To RSAs
Here's a simple breakdown.
- Don't delete anything yet
- Audit your current call only ads
- Build RSAs using the same core message but give Google more options
- Add call assets at ad group or campaign level
- Run both versions for a short time
- Compare results and adjust
Start this early. You want a steady transition, not a sudden drop in leads. This is the same approach we use for web migrations. Never flip the switch blindly.
Setting Up Call Tracking And Conversions
If you only do one thing, make it this. Your call tracking must be solid.
Use Google's built in tracking or link it with your CRM. Track call duration. A ten second call is not the same as a five minute one.
We often feed all call data into CRM systems so sales teams can score and qualify leads properly.
Employing Smart Bidding Strategies For Call Lead Campaigns
Smart bidding works, but only when the data is clean.
Start with Maximise Conversions. Once calls come in at a steady rate, move to target CPA.
Don't push the optimisation too fast. Let the system learn first. The same logic applies in all AI driven automation. It needs structure.
Integrating Google Business Profiles For Local Relevance
Many businesses skip this part, and it costs them leads. Your Google Business Profile is a big trust signal.
Good reviews, clear hours, and a clean phone number help your ads look more credible.
This is where local SEO meets paid traffic. We improve this area often in our local SEO work.
Monitoring Ad Performance After Migration
Expect a learning phase. That's normal.
Track cost per call. Track call length. Track missed calls.
Don't panic after a few days. We usually review again after two to four weeks. That's when real patterns appear.
Preparing For The Complete Sunset In February 2027
Businesses that stay ahead are acting now.
By mid 2026, your RSAs should be fully active. By early 2027, your call only ads should already be paused.
This isn't about Google forcing change. It's about taking control of your own lead flow.
At Cleartwo, we help businesses make this shift without losing calls. Stability first. Growth next.
Frequently Asked Questions
Will my calls drop after call only ads go?
Not if your RSAs and call assets are created and tracked correctly.
Can I wait until the end of 2027 to switch?
You can, but you'll lose testing time and risk disruption to your leads.
Will RSAs still show a call button?
Yes. On mobile, the call button works in a very similar way.
Is Google pushing automation?
Yes. But with the right setup, it works in your favour.
Can Cleartwo help with this transition?
Yes. We plan, test, and optimise so your calls stay steady.
