Updated September 2026: Google call-only ads are being retired. The option to create new call ads ended in February 2026, and existing call ads are scheduled to stop receiving impressions in February 2027. Use responsive search ads with call assets for the replacement. See Google’s retirement notice.
If phone enquiries drive your business, migrate the ad format while preserving a clear route to a qualified conversation. Start with the phone number, team availability, landing page and measurement.
What Replaces Call-Only Ads?
A responsive search ad can show a call asset alongside a website link. The call asset does not appear on every impression, so visitors also need a useful landing page. Old tutorials describing the creation of a new call-only ad no longer provide the right starting point.
Migration Checklist
- Check business information and the phone numbers used by each campaign.
- Create or update responsive search ads in the relevant ad groups.
- Add and associate the correct call assets.
- Review schedules, destinations and conversion settings.
- Once replacement ads are approved and performing, retire the legacy call ads.
Follow Google’s migration instructions for the platform steps.
Add and Schedule Call Assets
Open Assets within Campaigns, select the plus button and choose Call. Associate the number with the appropriate account, campaign or ad group. Use advanced options to set the days and hours when your team answers calls. Google’s call asset guide covers configuration and reporting.
Test the business phone from a real handset. Check the greeting, routing and voicemail. If several locations use different numbers, confirm that each service area reaches the right team.
Write Ads That Qualify the Enquiry
Explain the service, area covered and next step. A repair company might identify the equipment it services and how appointments work. Only promise same-day availability or 24-hour response when the business can deliver it.
Make the landing page consistent with the ad. Include service details, business identity and a clear way to call or enquire. A visitor should not need to search the whole website to discover whether you serve their location.
Measure Qualified Calls, Not Just Clicks
A call-button click does not establish that someone reached your team or purchased. Review answered calls, relevant enquiries and booked work alongside spend. Define which outcomes matter before choosing how the campaign should optimize.
For example, keep wrong numbers, job enquiries and supplier calls separate from potential customer enquiries in your own reporting. Use aggregated outcomes to identify weak targeting or unclear service descriptions. Call duration alone is not a reliable measure of sales quality.
Use the Google Ads conversion tracking checklist before selecting a bidding strategy.
Troubleshoot Missing or Poor-Quality Calls
- No call asset visible: check eligibility, association, status and schedule. Assets are not guaranteed on every impression.
- Calls reach the wrong location: check number assignments and routing.
- Many irrelevant calls: review search terms, service-area targeting and the offer.
- Calls but few bookings: review response times, availability and the information callers receive.
- Reporting looks unusually strong: compare recorded conversions with actual enquiries and remove duplicate measurement.
Keep a record of the migration date and subsequent changes. Compare equivalent periods and allow for the time it takes an enquiry to become a sale.
Frequently Asked Questions
Can I Still Create New Call-Only Ads?
The announced creation cutoff was February 2026. Use the replacement format for new campaigns.
Are Calls Always Better Than Website Leads?
No. Compare cost per qualified enquiry and resulting business. The answer depends on your service, customer preferences and call handling.
Should I Remove Every Old Ad Immediately?
Prepare and validate the replacement first. Follow the migration sequence so the transition does not leave the campaign without a working replacement.