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A year ago, Digital Phablet announced that Google would phase out call-only ads and transition to using call assets within responsive search ads (RSAs), though specific timelines were not provided at that time. Now, Google has outlined a two-phase rollout, set for February 2026 and February 2027.
According to official support documentation, Google states that call-only ads are being deprecated. Advertisers are encouraged to transition to responsive search ads that incorporate call assets, ensuring continued lead generation through phone calls.
The key dates are as follows:
– By February 2026: All new creation of call-only ads will be disabled.
– By February 2027: Existing call-only ads will cease to receive impressions.
Google explains that these call ads are being replaced with RSAs that feature call assets. These responsive ads leverage Google’s AI to craft messages that align with user intent and highlight your brand’s unique qualities. By providing multiple headlines and descriptions, RSAs automatically test different combinations to identify the most effective ones for specific search queries and users—whether the goal is lead generation, awareness, or other marketing objectives, including calls.
Google urges advertisers to proactively replace their call-only ads with responsive search ads containing call assets to maintain their call volume. A detailed transition guide is available to assist in this process.
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