Google’s Call-Only Ads Are Vanishing: What it Means for You

If you rely on phone calls from Google Ads, there’s an important change coming that you should know about.

Google has announced that call-only ads are going away. These were the ads where clicking automatically called your business. Going forward, Google wants advertisers to use regular search ads that include a phone number, instead of ads built only for calls.

This change won’t break your Google Ads, but ignoring it could cost you phone leads.

What’s Changing

Google is phasing out call-only ads in two steps:

• February 2026: You won’t be able to create new call-only ads anymore
• February 2027: Existing call-only ads will stop showing entirely

If you do nothing, those ads will simply stop working.

What Is Google Replacing Them With?

Instead of call-only ads, Google wants businesses to regular Google search ads plus a phone number attached to them. These are called “responsive search ads with call assets”. Here’s how they work:

• Your ad can still show a phone number
• People can still call you directly
• But your ad can also send people to your website if that makes more sense for them

Google decides which option to show based on what it thinks the searcher is most likely to do.

Why Google Is Making This Change

Google’s goal is simple: fewer ad types, more automation, better results.

Instead of having separate ads just for calls, Google wants:

• One flexible ad that can drive calls, website visits, or form fills
• Ads that automatically adjust based on user behavior
• Fewer “one-purpose” ad formats to manage

This is part of a bigger trend. Google is moving more control to its AI and simplifying ad formats.

The Pros

More Flexibility

Not everyone wants to call immediately. Some people want to:

• Read about your service
• Check pricing
• See reviews first

Now your ads can meet people wherever they are in the decision process.

Better Overall Performance

Google can test different versions of your ad and learn what works best.

One Ad Can Do More

Instead of managing separate “call ads” and “website ads,” everything works together in one place.

The Cons

Calls Aren’t Guaranteed on Every Click

With call-only ads, every click was a phone call. That won’t always be true anymore.

Google Decides When the Phone Number Shows

Your phone number won’t appear every single time. Google shows it when it believes a call is likely to happen.

Some Setup Is Required

Call-only ads won’t magically convert themselves. You’ll need to update your ads to avoid losing visibility.

What You Should Do Now

You don’t need to panic, but you do need a plan.

1. Find Your Call-Only Ads

If you currently use ads that are built only to generate phone calls, make note of them.

2. Create Regular Search Ads Instead

Replace those call-only ads with standard Google search ads that:

• Link to your website
• Clearly explain what you do
• Still encourage people to call

3. Add Your Phone Number to Those Ads

Attach your phone number so people can still call directly from the ad when it makes sense.

4. Make Sure Calls Are Tracked

Set up call tracking so Google knows phone calls are valuable to your business. This helps Google show your ads to the right people.

5. Don’t Wait Until the Deadline

The sooner you switch, the more time Google has to learn what works and the less risk you take when call-only ads are fully shut off.

TL;DR

Google isn’t taking phone leads away; it’s changing how you get them.

Businesses that adjust early will keep their call volume steady (or even improve it). Businesses that wait may see calls suddenly drop when their old ads stop running.

If phone calls matter to your business, now is the time to update your Google Ads strategy. If you have questions about how to make the transition, contact us. We’re here to help!

Written by Lori Aitkenhead, Director of Digital and Social Media