The phase out of call-only ads is coming soon. Starting Feb 2026, advertisers won’t be able to create new call-only ads, and by Feb 2027, all existing ones will stop serving.
To prepare, Google has launched two new help pages to prepare advertisers to this change.
Here are the key insights:
- To keep driving phone call leads, transition to Responsive Search Ads with Call Assets.
- Enable call reporting, set call conversions as primary, use bidding strategies like Maximize conversion value, link your GBP, and restrict calls to business hours.
Proactive migration ensures uninterrupted call lead generation and optimized performance.
Read the help pages, that were discovered by Hana Kobzová, here:
Read the official announcement: Action Required: Transition from call ads to call assets.