Google Is Retiring Call-Only Ads by 2027

If your business lives and breathes by phone calls, here’s your wake-up call.

Google is officially retiring Call-Only Ads by 2027, marking the end of a format that once ruled the local lead-generation game. Starting in February 2026, advertisers will no longer be able to create new Call-Only Ads, and by February 2027, they’ll be completely removed from Google Ads.

And just like that, one of the most reliable ways to spark a phone call from search will be gone. But here’s the twist: this isn’t the end of call-based advertising. It’s an evolution.

The Timeline  and the Turning Point

Here’s what’s changing:

• February 2026: Creation of new Call-Only Ads ends.
• February 2027: Existing Call-Only Ads stop running completely.

In their place, Google is steering advertisers toward Responsive Search Ads (RSAs) paired with Call Assets, a sleeker, smarter, and far more flexible setup.

Think of it as Call-Only Ads 2.0.
Your ad still gets that tap-to-call power, but now it can show more: headlines, descriptions, URLs, and other conversion-driving elements that boost engagement and visibility.

Call Assets are where the magic happens. They’re extensions that display your business phone number directly in your ad, allowing users to call your company with a single tap, while keeping the rich storytelling potential of full-fledged search ads.

Why Google’s Making This Move

Let’s be honest. Google Ads has been marching toward automation for years more machine learning, fewer manual controls.

Call-Only Ads were powerful but rigid. They did one thing well: drive phone calls. But in a world where Google’s AI optimizes in real time across formats and audiences, single-purpose ads no longer fit.

Responsive Search Ads (RSAs) are Google’s new playground. They automatically test and mix multiple headlines and descriptions to find the message that performs best for each search. Add Call Assets, and suddenly you’re combining call conversions, click conversions, and automated optimization all in one campaign.

That’s efficiency on autopilot.

What Smart Marketers Are Doing Right Now

Top advertisers aren’t waiting for 2027. They’re adapting, now testing, refining, and rebuilding their funnels ahead of the curve.

Here’s your step-by-step roadmap to stay ahead:

1. Audit Your Current Call-Only Campaigns

Review performance metrics: call volume, cost-per-call, and conversion rate. Establish a baseline before you transition.

2. Add Final URLs (If You Haven’t Already)

If your Call-Only Ads include a Final URL, migrating to RSAs will be easier. Without one, you’ll need to rebuild those ads manually.

3. Launch Responsive Search Ads  Today

Start experimenting now. Test multiple headlines, descriptions, and CTAs to discover what drives both calls and clicks.

4. Build and Optimize Call Assets

Add your business phone number, set operating hours, and enable call reporting to measure real call conversions.

5. Embrace Smart Bidding

Adopt Maximize Conversions or Target CPA strategies that prioritize calls as conversion goals. Let Google’s algorithm do the heavy lifting.

6. Use Ad Scheduling

Display your call extensions only during business hours. It prevents missed calls and ensures higher-quality leads.

The Future Is Still Calling

Let’s get one thing straight: Google isn’t killing call-based marketing. It’s reinventing it by blending human connection with automation.

For brands built on conversations, this shift isn’t a setback. It’s a chance to future-proof your advertising strategy and connect with customers more intelligently.

So don’t wait for the 2027 deadline to catch you off guard.
Start testing. Start tracking. Start reimagining how your brand gets discovered and dialed.

Because when Google changes the rules, the winners are always the ones who rewrite their playbook first.

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