Google Ads is constantly evolving to improve user experience and advertiser performance. One of the biggest upcoming changes is the deprecation of Google Call-Only Ads, also commonly known as Google Call Ads.
If your business relies heavily on phone calls—such as local services, repair businesses, spas, clinics, or consultants—this update is very important for you.
In this blog, we’ll explain:
- What exactly is happening to Google Call Ads
- The official timeline (2026–2027)
- Why Google is making this change
- What you should do instead
- The best alternative to continue generating phone calls
What Are Google Call-Only Ads?
Google Call-Only Ads are search ads designed specifically to generate phone calls instead of website visits.
When users click on these ads:
- They don’t visit a website
- The phone dialer opens directly
- The main goal is to get a call instantly
These ads have been extremely popular for:
- Local service businesses
- Repair & maintenance services
- Doctors & clinics
- Spas & salons
- Emergency and high-intent services
Are Google Call Ads Really Being Deprecated?
Yes. Google Call-Only Ads are officially being deprecated, but not all at once.
There is a phased shutdown plan, which gives advertisers enough time to transition smoothly.
Official Timeline: Google Call Ads Deprecation
🔹 February 2026
- Google will stop allowing the creation of new Call-Only Ads
- You will not be able to create or duplicate call ads
- Existing call ads will continue running
🔹 February 2026 – February 2027
- Existing Call-Only Ads will continue to serve normally
- Advertisers can still receive phone calls
- However, no new call-only ads can be added
🔹 February 2027
- Google will completely stop serving all Call-Only Ads
- The format will be fully removed from Google Ads
👉 In short:
Call Ads start phasing out in 2026 and completely disappear in 2027.
Why Is Google Removing Call-Only Ads?
Google is shifting towards simpler, more flexible, and AI-driven ad formats.
Here are the main reasons:
1. Focus on Unified Ad Formats
Google wants advertisers to use Responsive Search Ads (RSAs) instead of multiple separate ad types.
2. Better Performance with Call Assets
Call Assets (formerly Call Extensions) attached to RSAs:
- Perform better across devices
- Offer more control and flexibility
- Work alongside website clicks and calls
3. Improved User Experience
Users may want:
- To call directly
- Or to visit the website first
RSAs with call assets support both behaviors, unlike call-only ads.
What Should Advertisers Do Now?
If your business currently uses Google Call Ads, don’t panic—but don’t ignore this change either.
✅ Step 1: Start Transitioning Early
Don’t wait until 2026. Begin testing alternatives now.
✅ Step 2: Use Responsive Search Ads with Call Assets
This is Google’s recommended replacement.
With this setup:
- Your ad can show a call button
- Users can still visit your website
- Calls can be tracked properly
- Ads perform across mobile & desktop
✅ Step 3: Optimize for Call Conversions
- Set “Calls from ads” as a conversion
- Use call reporting
- Schedule ads during business hours
- Use location & call assets together
Best Alternative to Google Call Ads (Recommended)
🔥 Responsive Search Ads + Call Assets
This combination gives you:
- Maximum visibility
- AI-optimized headlines
- Phone call generation
- Long-term compatibility with Google Ads
💡 In many cases, advertisers see equal or better call volume compared to call-only ads.
Will Call Leads Be Affected?
No—if handled correctly.
If you migrate properly:
- You won’t lose call leads
- Performance can improve
- You stay future-proof
Businesses that delay migration may face:
- Sudden campaign disruption
- Loss of call volume
- Poor optimization later
What This Means for Local & Service Businesses
For local businesses in India—especially small and service-based businesses—this change is crucial.
Examples:
- TV repair services
- Appliance repair
- Dental clinics
- Spas & salons
- Consultants
- Emergency services
👉 These businesses should start adapting in 2025 itself to avoid last-minute issues.
Final Thoughts
Google Call Ads are not disappearing overnight—but their days are numbered.
Quick Summary:
- ❌ New Call Ads stop in Feb 2026
- ⏳ Existing ads run until Feb 2027
- ❌ Full removal in Feb 2027
- ✅ Best alternative: RSAs with Call Assets
The smart move is to upgrade your Google Ads strategy now and stay ahead of the competition.
Need Help Migrating Your Google Ads?
If you want:
- Call-focused Google Ads setup
- Smooth migration from Call Ads
- Better lead quality at lower cost
You should work with an experienced Google Ads professional.
Future-ready ads = consistent leads + business growth 🚀
