Google is deprecating Call‑Only Ads. Switch to Responsive Search Ads (RSAs) with Call Assets now, or risk losing call volume when creation ends in February 2026 and serving ends in February 2027. Google Help
What’s Changing—and When
Google announced that Call‑Only Ads are being deprecated. The replacement is RSAs with Call Assets:
- Feb 2026: You can no longer create new call‑only ads.
- Feb 2027: Existing call‑only ads stop receiving impressions. Google Help
Why RSAs + Call Assets?
- RSAs let you provide multiple headlines/descriptions; Google’s AI tests combinations and serves the most relevant message per query. That typically means higher match quality and more conversions per impression. Google Help
- Call Assets add your phone number to the ad. On mobile, users can tap to call; on desktop, they’ll see a “Call” button that shows your number or a forwarding number if Call Reporting is enabled—allowing you to count calls as conversions. You can restrict to business hours to protect agent bandwidth. Google Help
Industry Insights: What We’re Seeing in the Wild
- Intent > Everything. Brands that map RSAs to high‑intent, service‑level keywords preserve or grow call volume after the switch.
- Tracking is the multiplier. Enabling Call Reporting, setting conversion windows, and using forwarding numbers gives Smart Bidding the signal clarity it needs to prioritize real calls. Google Help
- Ad strength matters. Shoot for “Good” or “Excellent” Ad Strength and pin only when legally necessary. More unique headlines = better learning. Google Help
Case Study: We’ve delivered a 2,330% ROAS on Google for a client by combining high‑intent keyword portfolios, negative keyword hygiene, strong RSAs, and airtight call conversion tracking.
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Step‑by‑Step: Transition from Call‑Only to RSAs with Call Assets
Before you start: Gather your verified business phone number(s), business hours, and make sure you can accept calls during the times you advertise.
1) Prepare your account
- Add your business name to account/campaign settings.
- Add relevant phone numbers as Call Assets (account, campaign, or ad group level). Ensure they meet Google’s policies. Google Help
2) Create or modify RSAs
- In each ad group currently using call‑only, create an RSA or edit an existing one. Provide at least 8–10 unique headlines and 3–4 descriptions to improve Ad Strength. Google Help
- Add your Call Asset to the RSA (Ads & Assets → Assets → “+” → Call). Google Help
3) Enable measurement
- Turn on Call Reporting (uses a Google forwarding number) and count calls as conversions. Consider setting a minimum call length to separate real consults from misdials. Google Help
4) Schedule for coverage
- Use asset schedules so the call button only appears when you can answer. This improves experience and conversion rate. Google Help
5) Optimize & sunset
- Monitor performance for a week or two; once RSAs + Call Assets are stable, remove your old call‑only ads in that ad group. Google Help
Pro Tips from Media Growth Gurus
- Structure by service: Break out campaigns/ad groups by service line so your RSA copy and keywords map to high intent (e.g., “emergency AC repair near me” vs. generic “HVAC”).
- Use negatives early: Block irrelevant searches to accelerate learning and protect CPCs.
- Layer location signals: Use location assets when relevant; calls may then route to that location’s number—great for multi‑location brands. Google Help
- Mind your Ad Strength: Avoid over‑pinning; it restricts combinations and can hurt learning. Google Help
- QA tracking: Confirm that “Calls from ads” conversions are recording and attributed correctly. Google Help
Common Mistakes to Avoid
- Waiting until 2026. You’ll lose runway for testing and could see a call dip during peak season. Google Help
- One‑size‑fits‑all RSAs. Generic copy weakens match quality; tailor by service and location. Google Help
- No call schedule. Showing a call button after hours burns budget and hurts conversion rate. Google Help
KPI Checklist After Migration
- Calls from Ads conversions, call length, and call answer rate. Google Help
- Conversion rate and cost per call by campaign/ad group.
- Search terms quality and negative keyword coverage.
- Ad Strength and Asset performance (combinations + individual assets). Google Help
Need a Hand?
This transition is a perfect time to clean house: rebuild keyword intent, tighten tracking, and scale what works. Media Growth Gurus manages Paid and Owned Media with one goal—growth you can measure. Our team has delivered 2,330% ROAS on Google by pairing high‑intent search with the right analytics and bidding strategy.
→ Book your strategy call at MediaGrowthGurus.com and let’s migrate your account without losing a single phone lead.
Sources & Further Reading
- Google Ads: Action Required—Transition from call ads to call assets (Oct 3, 2025). Google Help
- Google Ads: How to transition from call ads to call assets (instructions + checklist). Google Help
- Google Ads Help: About call assets (benefits, call reporting, scheduling, eligible numbers). Google Help