Google is retiring call-only ads in favor of responsive search ads with call assets.
RSAs leverage Google AI to assemble and pair your headlines and descriptions for each search, and call assets reveal your phone number at the point where it’s most likely to drive a high-quality call.
This evolution keeps call generation within your primary search campaigns, improves matching, and preserves brand messaging without having to manage a separate call-only ad type.
Key dates are highlighted: in Feb 2026 you’ll no longer be able to create new call-only ads, and in Feb 2027 existing call-only ads stop serving.
To avoid lost call volume, start now by creating RSAs in the same ad groups where calls are significant, add call assets with proper numbers and scheduling, import extensions and tracking, and check call reporting to ensure performance.
Replace all active call-only ads with an RSA + call asset and continue iterating copy to allow Google’s systems to determine which combinations drive the most qualified calls.
You may also want to check out some of our other recent updates.
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