If you rely on the phone ringing to pay your bills, you need to pay attention right now.
For years, Call-Only Ads (later renamed Call Ads) were the secret weapon for service businesses. If you were a plumber, locksmith, or emergency dentist, you didn’t care about website clicks.
You wanted one thing: the phone to ring.
It was simple, expensive, and incredibly effective.
But that era is ending.
🚨 Google Has Officially Announced the Sunset
- February 2026: You can no longer create new Call-Only ads
- February 2027: All existing Call-Only ads will stop running
If your Google Ads strategy is built entirely on forcing users to call directly from the SERP, you’re walking toward a cliff.
The good news? The replacement—Responsive Search Ads (RSAs) with Call Assets—can actually perform better if configured correctly.
This guide shows you how to survive (and win) in the post–Call-Only world of 2026.
Why Is Google Killing Call-Only Ads?
It feels personal—but it’s not.
Google’s 2025–2026 ecosystem is driven by AI, automation, and asset mixing. Call-Only ads are static and rigid. They don’t give Google’s AI enough flexibility.
By moving advertisers to RSAs, Google can dynamically mix:
- Headlines
- Descriptions
- Assets (including phone numbers)
Who Benefits?
Users
- Get more information before calling
- Unlocks more ad inventory (desktop, tablet, blended auctions)
Advertisers (You)
- Lower cost per lead (CPL)
- Less competition for mobile-only placements
More inventory = less bidding pressure.
The Pivot: How to Build “Call-First” RSAs
The biggest fear business owners have:
“If I switch to RSAs, users will click my website instead of calling.”
That fear is valid—but avoidable.
You can engineer RSAs to behave like Call-Only ads.
Step 1: Build the “Fake” Call-Only RSA (Copy Strategy)
Your headlines must demand a call.
❌ Bad (Website Intent)
Best Plumbing Services in Town
✅ Good (Call Intent)
Emergency Leak? Call Now for Fast Fix
🔒 Pro Tip: Strategic Headline Pinning
Google discourages pinning—but for high-urgency services, ignore Ad Strength and optimize for profit.
Recommended Structure:
- Headline 1 (Pinned): 24/7 Emergency Service – Call Now
- Headline 2: Technician Arrives in 60 Minutes
- Headline 3: (555) 123-4567 (if policy allows)
This psychologically primes users to look for the phone icon.
Step 2: The Call Asset Is Mandatory (Not Optional)
Call Assets are now the engine of call generation.
Best Practices
- Add Call Assets at the campaign level
- Navigate to: Assets → Call
Critical Advanced Setting
- Device Preference: Mobile
Google may not always honor it—but it sends a strong optimization signal.
Step 3: Bid for Calls—Not Clicks
This is where most campaigns fail.
❌ Wrong Strategy
- Maximize Clicks → Optimizes for website traffic
✅ Correct Strategy
- Ensure Calls from Ads is a primary conversion
- Use Maximize Conversions or Target CPA
🎯 The Secret Sauce: Conversion Values
- Phone Call: $100
- Web Form: $50
Google’s AI will chase higher-value actions—which means more calls.
The Hidden Trap: Your Landing Page Now Matters
Call-Only ads let you hide bad websites.
RSAs won’t.
Your mobile landing page must be a call trap.
The 3-Second Rule (2025+)
- Sticky “Call Now” button visible at all times
- Phone number is the largest visual element
- Form pushed below the fold
If users hunt for your phone number, your budget burns.
3 Advanced Call-Generation Tactics
1️⃣ Feed-Based Call Assets (Multi-Location)
Use feed-based assets to show local phone numbers dynamically.
📈 Local numbers convert ~20% better than toll-free numbers.
2️⃣ Time-Part the Call Asset (Not the Campaign)
- Campaign: Runs 24/7
- Call Asset: Runs only during staffed hours
This prevents paying premium CPCs for after-hours calls that hit voicemail.
3️⃣ Verification & Fraud Prevention
Google tightened call verification in late 2025.
- Link your Google Business Profile (GBP) to Google Ads
- Ensure the phone number matches your Call Asset
Higher trust = lower CPC.
✅ The End-of-Call-Only Checklist
- Rewrite RSA headlines for call intent
- Add Call Assets at the campaign level
- Track Calls from Ads correctly
- Assign higher values to calls
- Optimize your mobile landing page
- Start testing now—not in 2026
Frequently Asked Questions
Can I edit existing Call-Only ads after Feb 2026?
Yes—minor edits are usually allowed. But performance often degrades as Google stops backend optimization. Migrate early.
Will RSAs generate as many calls as Call-Only ads?
Initially, no. But cost per call is often lower, leading to better ROI long-term.
My Ad Strength is “Poor” because of pinning. Fix it?
No. Ad Strength measures variety—not profit. If pinning drives calls, keep it.
What happens if I do nothing?
February 2027: Ads stop. Phones stop ringing. Revenue stops.
Final Thought
The era of the Google Ads “easy button” is over.
But for smart marketers, this change is an opportunity.
While competitors complain, you can build a call-first, AI-proof lead engine that dominates search results in 2026 and beyond.
Adapt early. Win bigger.
Need help migrating your legacy Call-Only campaigns before the deadline? Book a free “Call-to-Asset” Migration Audit at AdsKong.com