Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google’s Transition from Call-Only Ads to Responsive Search Ads with Call Assets
Google is phasing out call-only ads by February 2027, replacing them with responsive search ads (RSAs) that include call assets. Starting February 2026, advertisers will no longer be able to create new call-only ads, and by February 2027, existing call-only ads will stop receiving impressions. RSAs use AI to optimize ad combinations and better match user intent, including generating valuable phone call leads. Advertisers are encouraged to transition early to avoid disruption.
Optimixed’s Overview: Preparing for Google’s Shift to Responsive Search Ads with Enhanced Call Features
Key Dates and Changes in Google Ads
Google announced a two-phase timeline for deprecating call-only ads:
- February 2026: New call-only ads creation will be disabled.
- February 2027: Existing call-only ads will no longer receive impressions.
This shift requires advertisers to adopt responsive search ads (RSAs) that integrate call assets to continue generating phone call leads.
Why Responsive Search Ads with Call Assets?
Google’s RSAs leverage artificial intelligence to optimize ad performance by automatically testing various combinations of headlines and descriptions. This ensures ads are highly relevant to user search queries while highlighting unique brand attributes. The inclusion of call assets within RSAs allows businesses to maintain and potentially improve their phone call lead generation.
Recommended Actions for Advertisers
- Transition Early: Begin replacing call-only ads with RSAs that include call assets well before the February 2026 deadline.
- Use Google’s Transition Guide: Utilize the official resources provided by Google to smoothly migrate your campaigns.
- Monitor Performance: Continuously track call lead metrics post-transition to optimize ad copy and asset combinations.
By proactively adapting to these changes, advertisers can avoid disruption and leverage Google’s AI-powered ad formats to maximize their call-driven conversions.
