Google will retire Call-Only Ads by February 2027. The new creation will stop in 2026. This update is very important for businesses that depend on phone calls. For many local services, calls are the main source of leads. That is why this change cannot be ignored.
For years, Call-Only Ads gave businesses a simple way to connect with customers. A single click would turn into a direct phone call. It was fast, effective, and measurable. Now that format is going away. Businesses must prepare.
I see two sides here. On one hand, this is a challenge. Advertisers who fail to plan will lose call volume. Their lead generation will suffer. On the other hand, it is also an opportunity. Google is moving us toward a smarter, AI-driven ecosystem. Responsive Search Ads with Call Assets give us more control, better targeting, and stronger optimization. Calls will still happen, but through a more advanced format.
- My advice is clear. Do not wait until 2027. Start now.
- Shift your campaigns to Responsive Search Ads with Call Assets.
- Make call conversions a primary goal.
- Enable call reporting for better tracking.
- Use smart bidding like Maximize Conversion Value.
- Link your Google Business Profile to boost local relevance.
- Set calls to run only during business hours.
These steps will protect performance and improve ROI.
As a CEO, I know the cost of late adoption. Companies that wait too long often fall behind. As a digital marketing expert, I also know the power of early testing. The brands that embrace this transition now will learn faster, adapt better, and secure stronger results.
This change is part of a bigger trend. Google is building an ad system that runs on automation, AI, and responsive formats. We cannot rely on single ad types anymore. Success will come from flexibility, creativity, and smart data use.
The bottom line is this: phone calls are not disappearing, but the way we generate them is changing. Call-Only Ads are ending, not the demand for phone leads. Businesses that act today will not just survive this shift, but they will thrive in it.
