Big changes are ringing in…
If you’ve built your Google Ads strategy around call-only ads, it’s time to answer the call—literally. Google is officially phasing out this ad format in 2025, and if you’re not prepared, you could miss out on valuable phone leads.
But don’t panic. While call-only ads are going bye-bye, this shift opens the door to better ad performance, stronger tracking, and smarter lead generation through Responsive Search Ads (RSAs) and call assets.
Let’s break down what’s changing, why it matters, and how to pivot your ad strategy like a pro.
What’s Happening to Call-Only Ads?
Here’s the TL;DR version:
- ❌ You can no longer create new call-only ads.
- ✅ All new call ads must now include a landing page URL and business name.
- 🔄 Existing call-only ads won’t migrate automatically—you’ll need to manually update them.
- 📞 Phone numbers in ads aren’t disappearing—they’re just moving into call assets used in RSAs.
In short: if you want to keep driving phone calls, it’s time to transition.
These updates were confirmed by Google Support and have already started impacting advertisers across the board.
Why the Change?
According to Neil Patel and Google Ads experts like Khurram Chaudhry, this shift is designed to simplify ad creation while improving flexibility and performance.
Here’s what RSAs bring to the table:
- Smarter ad combinations with AI
- Multi-path conversions (click and call)
- Simplified asset management
- More control over how your message shows up
This isn’t a downgrade—it’s an upgrade, once you know how to work it.
How to Update Your Strategy: Step-by-Step
1. Manually Migrate Your Call-Only Ads
Make sure each existing ad has:
- A Final URL (your landing page)
- Your business name
This qualifies it for Google’s automatic RSA upgrade.
2. Start Using Call Assets
Call assets (formerly extensions) let you feature your phone number as a clickable element within RSAs. They won’t appear 100% of the time, so always support them with action-oriented ad copy.
3. Set Your Call Schedule
Only show your number when someone is actually available to answer. In Google Ads, go to Advanced Options under your call asset settings to define your business hours.
4. Enable Call Conversion Tracking
Track:
- Calls directly from the ad (via Google forwarding numbers)
- Calls from users who clicked your ad and called from your website
This is key for optimizing what’s actually working.
5. Use High-Intent Keywords
Focus your budget on keywords that lead to phone conversions. Think:
- “Free estimate plumbing”
- “Emergency HVAC repair”
- “Book a free legal consultation”
Pro tip: Dig into your existing Google Ads keyword reports to find what’s already driving calls.
6. Write Copy That Drives Calls
Encourage immediate action:
- “Call Now for a Free Quote”
- “Talk to a Specialist Today”
- “Get Help Fast—Call Us”
It’s direct. It works.
7. Adjust Your Bidding for Phone Calls
Boost your call bid adjustment to show your number more often on mobile. A small increase here = a big bump in call volume.
8. Dial In Your Location Targeting
Tighten up your service areas to prioritize regions where your phone leads convert best. Match this with local-focused keywords and CTAs.
9. Use Your Call Data Wisely
Look at your call logs. Which times, locations, and campaigns are bringing in quality conversations? Use that intel to refine your targeting and schedule.
Extra Optimization Tips
- Use mobile-optimized landing pages with clear call buttons
- Add promo assets like “$25 off first service call” to sweeten the deal
- Build remarketing audiences in GA4 for people who visited but didn’t convert
- Confirm your phone number appears prominently on landing pages
Final Thoughts
Yes, Google is sunsetting call-only ads, but this is your chance to step up your digital ad strategy. Responsive Search Ads + call assets not only maintain your phone lead flow—they can enhance it.
Get your campaigns ready now, and you won’t just survive the change—you’ll thrive with smarter targeting, more flexible ads, and better insights.
And hey, if Google Ads makes your head spin, we’re here to make it simple. Let’s chat about how we can help you make the most of every call!
