Google Is Sunsetting Call-Only Ads: What to Switch To Before Feb 2027

If your Google Ads account still runs call-only ads, the clock is already running. Google removed the option to create new call-only ads in February 2026, and the ones already live will stop showing in February 2027. The ads that bring you phone leads today will simply stop, unless you rebuild them first.

This post explains what is changing, what replaces call-only ads, and how to switch step by step. We checked every Google fact below against Google Ads Help pages on 4 October 2026. Where the advice is our own judgment, we say so.

Quick summary, if you’re short on time:

• Google says February 2026 removed all options to create a new call-only ad, and February 2027 is when all existing call-only ads stop receiving impressions.
• The replacement is a responsive search ad with a call asset, which is a phone number attached to the ad. It is not a separate ad format.
• Google’s transition steps are short: add your business name, add your phone numbers as call assets, build or edit a responsive search ad, attach the call assets, then remove the old call ad once the new one is approved and performing.
• Your phone numbers must pass Google’s checks. A wrong number format is one of the most common reasons for a disapproval.
• Call assets do not show on every impression, and they cost the same as a headline click.

Jump to a section:

• The timeline
• What a call asset is, and how it differs
• Why move now and not in 2027
• How to make the switch, step by step
• Phone number rules and call reporting
• What to watch after you switch
• A prompt to rewrite your ad copy
• Questions about call-only ads ending

The timeline

Google’s transition page for call ads gives two dates:

• February 2026: all options to create a new call-only ad will be removed. You can no longer start a new call-only ad.
• February 2027: all existing call-only ads will stop receiving impressions. This is a full stop, not a slow decline.

Google also says that to keep generating phone call leads, you must transition to call assets within responsive search ads. Its “About call ads” page repeats the same two dates and says it strongly recommends migrating your call ads to call assets immediately.

What a call asset is, and how it differs

A call asset is a phone number you add to an ad so potential customers can call your business directly. Google says it is the easiest way to add phone numbers to existing ads. If a visitor’s device can make calls, a clickable call button shows under your responsive search ad. On desktop, a “Call us” button appears instead. When someone clicks it, Google shows your number, or a Google forwarding number if call reporting is on, along with a QR code that can be scanned with a phone.

Three more facts from Google’s call assets page matter for planning:

• Not every impression. Call assets do not appear with every ad impression. An algorithm decides whether to show them, so it is normal for them to appear on only some impressions. Google says you can use bid adjustments to show them more often.
• Levels. You can add call assets at the account, campaign or ad group level, and the most specific one is used. An ad group asset beats a campaign asset, which beats an account asset.
• Timing. Under advanced options you can schedule a call asset to show only on certain days and hours, for example only when your business is answering the phone.

Google also says call assets can run on Search campaigns and Smart campaigns. Do not put your phone number in the ad text itself, because Google says that can lead to the ad being disapproved.

Why move now and not in 2027

February 2027 is a real deadline for every advertiser, but Google’s own advice is not to wait for it. Its transition page says to proactively replace call-only ads with responsive search ads that have call assets now, and keep receiving calls from ads.

The practical reason is that this is a rebuild, not a toggle. You need new ad copy, a test period to see how call volume behaves, and time to fix any phone number disapprovals. Doing that in October is calmer than doing it in January with the ads that bring your calls about to switch off. Keep the old call-only ad running until the new ad proves itself, which is what Google’s own steps recommend.

How to make the switch, step by step

Google’s step-by-step guide for the transition lists these steps:

1. Add your business name. Put it in your account or campaign settings.
2. Add your phone numbers as call assets. Add every relevant number and make sure each one follows Google’s policy.
3. Create or edit a responsive search ad in the ad group you want.
4. Attach the call assets. Google says to do this from the “More Asset Types” option in the ad.
5. Remove the old call ad. Do this only after the new responsive search ad is approved and performing.

Our additions, based on how we work and not on a Google rule:

• Start with your best campaign. Switch one ad group first, watch it for a couple of weeks, then do the rest.
• Write the copy properly. A responsive search ad needs several headlines and descriptions, not the single line a call-only ad used. Our post on responsive search ad headlines and descriptions shows how many you need.
• Write down your current numbers first. Note your monthly calls, cost per call and average call length before you change anything, so you can compare afterwards.

Phone number rules and call reporting

The step most likely to cause trouble is the phone number. Google’s call assets page lists these rules:

• Vanity numbers, premium numbers and fax numbers are not acceptable for call assets.
• Google verifies that the phone number represents the business being promoted.
• Your ad is disapproved as an “Unverified Phone Number” if the number is not strictly in the E.164 standard, which means the country code, no spaces, for example +12345678900. That exact formatted number must also be visible in your website’s source code, or your domain must be verified through Google Search Console.
• If your website uses dynamic number insertion or a third-party call tracking tool, your number changes by visitor, so Google cannot verify it by scanning your code. In that case you must prove domain ownership.

Call reporting is a separate setting. When it is on, Google assigns a Google forwarding number to your ad, which lets you see call duration, call start time and whether the call was connected, and count calls as conversions. Google lists India among the countries where forwarding numbers are available. It records the caller’s phone number for calls over 15 seconds, except in India.

There is a trade-off. Google says that if you want your own business number or third-party call tracking to show on your ads, you can turn call reporting off, but then Google Ads cannot track those calls. Pick one approach on purpose and note it down. Our guide to call tracking for Google Ads covers setting call conversions up properly.

What to watch after you switch

• Calls per week, compared with your before numbers. Because call assets do not show on every impression, the number of calls can change, so compare weeks with the same level of ad spend.
• Disapprovals. Check the ad status in the first days. A number format problem shows up fast. Also check that the landing page your ad points to shows the same phone number.
• Google Analytics. If you also track calls and forms in Google Analytics, compare those numbers with your Google Ads call data.
• Call duration. If call reporting is on, count calls over a length that fits your business as conversions, so bidding learns from real enquiries and not accidental taps.
• Locations. Google says that when you use location assets together with call assets, ads showing specific locations may send calls to the phone numbers set for those locations, instead of the call asset number. Check this if you have more than one branch.

A prompt to rewrite your ad copy

An AI tool is useful for one part of this switch: turning the single line of a call-only ad into the several headlines and descriptions a responsive search ad needs. Paste in your real ad text. You still need to check the result against Google’s current length limits in the ad editor.

Act as a careful Google Ads copywriter. I am replacing a call-only ad with a responsive search ad that has a call asset. Help me write the headlines and descriptions.

My details:
– Business, service and city: [for example, emergency plumber in Whitefield, Bangalore]
– My current call-only ad headlines and descriptions: [paste them]
– What customers usually ask when they call: [list two or three]
– Opening hours and when I answer calls: [times]
– Facts I can prove: [years in business, licence, same-day service, and so on]

Please do the following:
1. Write 12 different headlines. Mix service, location, speed, trust and a call to action. Keep each short, and mark any that look longer than Google’s limit.
2. Write 4 descriptions, each different.
3. Do not put my phone number in any headline or description.
4. List anything you wrote that I must double check before using it.

Rules:
– Use only the facts I gave you. Do not invent prices, awards, ratings or claims like “best” or “number one”.
– Write in plain, simple English.
– Do not promise results.

Read every line before you use it, and remove anything you cannot back up.

Questions about call-only ads ending

Where this matters

If a call-only campaign still brings you phone leads, the deadline does not care that it feels fine today. Switch one ad group first, check your phone number format, keep call reporting on unless you have a reason not to, and compare your calls before and after.

Not sure whether your own account still has call-only ads? We check this as part of every Google Ads management engagement we run.