For service-based businesses—from emergency plumbers to local lawyers—the phone call is the holy grail of conversions. It represents high intent, immediate need, and a direct line to revenue.

For years, Google Call Ads (formerly Call‑Only Ads) were the primary tool for capturing this demand. Unlike standard text ads that prioritize website clicks, Call Ads were built with a singular focus: getting the user to tap the “Call” button.

However, the landscape is shifting. Google has announced a major update that will fundamentally change how phone leads are generated on the platform. Whether you’re a veteran advertiser or just starting out, understanding how Call Ads work today—and how to prepare for their retirement in 2026—is critical.

What Are Call Ads?

Call Ads are a specialized mobile-first ad format designed to encourage people to call your business directly, rather than visit a website. These ads appear only on devices capable of making phone calls.

When a user searches for a service (for example, “tow truck near me”), the ad prioritizes the phone action. Instead of sending traffic to a landing page, the headline or Call button triggers the dialer.

How Call Ads Work (Step-by-Step)

  1. The Search – A user searches for a keyword you’re targeting.

  2. The Tap – The user taps the Call button in your ad.

  3. The Dialer – The phone’s dialer opens with your number pre-filled.

  4. The Connection – The user presses Dial and connects with your business.

Important: You’re charged as soon as the user taps the Call button, even if they don’t complete the call.

The Anatomy of a Call Ad

To maximize performance, each component must be optimized:

  • Two Headlines (Optional but Recommended)
    Highlight urgency or value (e.g., “24/7 Emergency Service”).

  • Business Name
    Must match your verified business details.

  • Phone Number
    The number users will dial.

  • Description Lines
    Two short lines to reinforce trust, offers, or availability.

  • Verification URL
    Used by Google to confirm ownership of the phone number.

  • Final URL (Optional)
    Allows users to either call immediately or visit your website first.

Why Call Ads Became So Popular

Call Ads dominated high-urgency industries for one key reason: friction reduction.

Key Advantages

  • Higher Intent – Users willing to call are closer to converting.

  • Mobile Optimized – Perfect for limited screen space.

  • No Landing Page Drop-Off – No slow load times or confusing UX.

⚠️ IMPORTANT UPDATE: The Sunset of Call Ads

Google is streamlining its ad formats to focus on AI-driven, asset-based advertising. As a result, standalone Call Ads are being phased out and replaced by Responsive Search Ads (RSAs) with Call Assets.

Key Dates You Must Know

📅 February 2026 – Creation Limits

  • You will no longer be able to create new Call Ads.

  • Phone leads must be generated using Call Assets attached to RSAs.

📅 February 2027 – End of Impressions

  • Existing Call Ads will stop serving entirely.

  • Any advertiser who hasn’t migrated risks losing phone leads overnight.

Recommendation: Migrate immediately. Early migration gives Google’s machine learning time to optimize call performance before the legacy format disappears.

How to Pivot: Moving to Call Assets

This transition isn’t just mandatory—it’s an upgrade.

Call Assets (formerly Call Extensions) allow you to attach a phone number to standard search ads, giving users flexibility in how they convert.

Why Call Assets Are the Future

  • Greater Flexibility
    Ads can show on desktop (manual dialing) and mobile (click-to-call).

  • AI-Driven Optimization
    RSAs test thousands of combinations and decide when users are more likely to call vs. click.

  • Expanded Inventory
    RSAs access more placements than legacy Call Ads.

Best Practices for Call Ads & Call Assets

1️⃣ Schedule for Success

Only run ads when someone can answer the phone.

  • Use Ad Scheduling

  • Pause ads outside business hours

  • If you close at 5 PM, your ads should stop at 5:01 PM

2️⃣ Verify Your Business

  • Business name must be accurate

  • Phone number must be verifiable

  • Verification URL should clearly display your number

Unverified numbers = ad disapproval.

3️⃣ Use Local Phone Numbers

Local area codes often outperform toll-free numbers because they:

  • Build trust

  • Signal proximity

  • Feel more personal

4️⃣ Enable Call Reporting

Turn on Google Call Reporting to unlock:

  • Call duration tracking

  • Caller location data

  • Answered vs. missed calls

You can even:

  • Count calls as conversions

  • Set minimum call length (e.g., 60 seconds)

  • Optimize for quality conversations

Conclusion

Call Ads have played a critical role in helping businesses connect with customers at moments of urgency. But Google Ads is moving toward a future that is integrated, automated, and AI-first.

By preparing for the February 2026 cutoff now, you can shift from a Call‑Only mindset to a Call‑First strategy using Responsive Search Ads. This not only future-proofs your account but often improves performance by leveraging Google’s most advanced automation.

👉 Want to go deeper? Check out our guide on A/B Testing Google Ads Creatives in 2026: What Actually Works in the Age of AI.

Frequently Asked Questions (FAQ)

❓ Will I lose my data when Call Ads go away?

No. Historical data will remain available for reporting, but ads will stop serving. Download reports now to benchmark future performance.

❓ Call Ad vs. Call Asset — What’s the difference?

  • Call Ads: Call-only experience.

  • Call Assets: Added to standard ads, letting users choose between visiting your site or calling.

❓ Can I still track calls with Call Assets?

Yes. Call duration, conversions, and call recording (where supported) are all available.

❓ Why is Google making this change?

RSAs are more flexible, scalable, and AI-optimized than legacy Call Ads, simplifying management and unlocking more inventory.

❓ What if I don’t migrate by February 2026?

You’ll be stuck with outdated ads until February 2027, unable to adapt or scale. Migration now is the safest strategy.