Google Ads announced that call-only ads would be fully deprecated, requiring advertisers to transition to responsive search ads (RSAs) with call assets.
The update was published on October 3, 2025, by Sheetal Jain, a product manager at Google Ads.
According to the announcement, advertisers would no longer be able to create new call-only ads starting in February 2026.
Existing call-only ads would continue to run temporarily but would stop receiving impressions entirely in February 2027.
Google said call ads were being replaced by RSAs with call assets as part of a broader shift toward AI-driven ad formats.
RSAs allow advertisers to provide multiple headlines and descriptions, which Google’s systems automatically combine and test to match user intent.
Call assets enable phone call generation within this format rather than through standalone call-only ads.
Google encouraged advertisers to proactively migrate campaigns to avoid disruption in phone call lead volume.
The company provided a step-by-step transition guide within the Google Ads platform to assist advertisers with the change.
The announcement applied globally and affected all advertisers currently using call-only ad formats.
Why This Matters Today
You rely on call ads if phone leads are a core part of your acquisition strategy.
The deprecation timeline sets a hard deadline that requires structural changes to campaigns, not just minor adjustments.
Call-only ads have historically offered a direct path to phone calls, especially for local and service-based businesses.
Moving calls into RSAs means advertisers must adapt to a more flexible but less singular format. Campaign structure, keyword coverage, and ad copy will need to support both clicks and calls rather than calls alone.
The shift also reflected Google’s broader move toward automation and consolidation of ad formats.
By standardizing calls within RSAs, Google reduced the number of standalone ad types advertisers can manage. This increased reliance on automated optimization while limiting manual format selection.
Advertisers who delay migration risk losing call volume once creation options are removed in 2026 or impressions stop in 2027.
Early transitions allow time to test performance, adjust messaging, and ensure call assets are properly configured before call-only ads are fully retired.
Our Key Takeaways:
Google Ads announced a multi-year deprecation of call-only ads in favor of responsive search ads with call assets.
Creation of new call-only ads will end first, followed by a full impression shutdown. Advertisers were advised to migrate early to avoid lead disruption. The change reinforced Google’s shift toward AI-driven ad formats.
- Google Ads will remove the ability to create new call-only ads in February 2026.
- All existing call-only ads will stop receiving impressions in February 2027.
- Advertisers must transition to responsive search ads with call assets to continue generating phone leads.
You may also want to check out some of our other tech news updates.
Wanna know what’s trending online every day? Subscribe to Vavoza Insider to access the latest business and marketing insights, news, and trends daily with unmatched speed and conciseness. 🗞️
