Google is officially retiring Call-Only Ads, with creation ending in February 2026 and full sunset by February 2027. Advertisers relying on phone leads will need to transition to Responsive Search Ads with Call Assets.

How to prepare:

  • Switch campaigns to Responsive Search Ads with Call Assets.
  • Enable call reporting and set call conversions as a primary goal.
  • Use smart bidding, like Maximize conversion value, for better ROI.
  • Link your Google Business Profile for location-based relevance.
  • Restrict calls to business hours to avoid wasted leads.

Why we care. Call-Only Ads have been a go-to for businesses that rely on direct phone calls, especially in local services. Their removal means marketers must rethink lead-generation strategies to keep call volume steady.

Between the lines. Proactive migration is key—waiting until 2027 could mean disrupted lead generation and performance drops.

What’s next. Advertisers have 16 months to transition. Google has published new help pages with step-by-step guidance on migration and performance optimization.

The bottom line. Phone calls aren’t going away, but the format is. Success will depend on how quickly advertisers adapt call strategies into a responsive, AI-optimized ad ecosystem.

First seen. These updates were first spotted by PPC News Feed founder Hana Kobzová.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: October 3, 2025