A year ago, we learned that Google would shift from Google call ads, call-only ads, to using call assets within responsive search ads (RSAs), but we didn’t know about the exact dates. Now, Google said this will happen in two phases: February 2026 and February 2027.
Key Dates & Timeline
From Google’s help center and announcements:
- February 2026: Google will remove all options to create new call ads (call-only ads).
- February 2027: Existing call ads will stop serving / stop receiving impressions.
So essentially:
- From Feb 2026 onward, you can no longer create new call-only ads.
- By Feb 2027, even the old ones will cease to show.
What Google Says You Should Do / Transition Path
- Google is urging advertisers to transition to Responsive Search Ads (RSAs) with Call Assets (i.e. incorporate phone call as an asset / extension within RSAs).
- They recommend enabling call reporting, setting call conversions as campaign goals, using smart bidding strategies (e.g. maximize conversion value), linking a Google Business Profile for local relevance, and restricting call display to business hours.
- Google has also published help pages on how to migrate from call ads to call assets, and guidance on optimizing performance with call assets.