As of February 2026, Google disabled the ability to create new call-only ad campaigns. If you have existing Call-Only ads running, the clock is ticking; they will stop serving entirely by February 2027.
While a major platform update like this can feel disruptive, there’s no need to panic. The transition from standalone Call-Only ads to Responsive Search Ads (RSAs) paired with Call Assets actually opens up broader reach, better ad real estate and stronger conversion potential.
At Daisy Digital, we proactively manage Google Ads updates so our clients never experience a drop in lead volume. Here is everything you need to know about the phase-out timeline, what’s changing and how to seamlessly transition your campaigns.
The Phase-Out Timeline: What’s Changing & When?
Google is phasing out call-only ads and shifting towards RSAs in two simple stages:
- February 2026: You can no longer create new call-only ads.
- February 2027: Existing call-only ads will stop running completely.
To avoid any drop in phone lead volume, advertisers need to proactively migrate their campaigns to RSAs paired with call assets before the final deadline.
Call-Only Ads vs. RSAs with Call Assets: What’s the Difference?
Here is a quick breakdown of how legacy call-only ads compare to the new RSA format.
Call-Only Ads
Call-Only Ads operated on a fixed, mobile-only setup where every tap was designed to trigger a direct phone call rather than direct traffic to a website landing page. While straightforward, they offered limited screen space and lacked creative flexibility.
Responsive Search Ads with Call Assets
RSAs, by contrast, run seamlessly across all devices and leverage Google AI to maximise performance. By automatically testing up to 15 headlines and 4 descriptions against different search queries, Google identifies the exact combination most likely to convert each user. Adding a call asset introduces an interactive phone option directly to the ad, giving prospective customers the choice to either dial instantly or click through to explore your website.
3-Step Transition Guide
Google recommends following these three simple steps to transition your account smoothly:
1. Prepare Your Account
- Business Name: Ensure your business name is added to your account or campaign settings.
- Call Assets: Add all relevant phone numbers as Call Assets at the account, campaign or ad group level, making sure they comply with Google’s policies.
2. Create or Modify Responsive Search Ads
- Build a new Responsive Search Ad (or update an existing one) in your target ad group.
- Attach your call assets to the RSA by navigating to the ‘More asset types’ menu during ad creation.
3. Finalise and Remove Old Ads
- Monitor your new RSAs as they get approved and begin collecting performance data.
- Once your new RSAs are delivering steady results, safely remove or pause your call-only ads.
Best Practices for Driving Phone Calls with RSAs
Keep these essential guidelines in mind to ensure your new RSAs continue to generate high-quality phone leads:
- Use Call-Driven Headlines: Include clear calls to action in your headlines like “Call Today for a Free Quote” or “Speak to an Expert Now”.
- Schedule Call Assets: Set your call assets to run only during business operating hours so prospective leads always reach a live person.
- Optimise Your Landing Page: Make sure your site features a prominent click-to-call button for users who choose to click through to your website instead of dialling immediately.
We’ve Got You Covered: Always Ahead of the Curve
At Daisy Digital, we’re always proactive. We closely track Google’s updates, such as the changes mentioned above, so platform changes are thoroughly tested and executed for our clients long before deadlines approach.
Reach out to our Google Advertising team at Daisy Digital today to keep your phone leads flowing seamlessly.
