Google Phases Out Call-Only Ads, Requiring Transition to Responsive Search Ads by 2027
Google is phasing out Call-Only Ads, giving advertisers 16 months to transition to Responsive Search Ads with Call Assets. The change, set to fully take effect in February 2027, requires a strategic shift in lead-generation tactics for my business.
Advertisers must switch their campaigns to Responsive Search Ads with Call Assets to prepare for the change. This involves setting up call conversion tracking and configuring call conversions as the primary goal in Google Ads. To optimize performance, smart bidding strategies like Maximize conversion value are recommended.
Linking Google Business Profile can enhance location-based relevance. Restricting calls to business hours helps avoid wasted leads. For those relying on phone leads, Google provides step-by-step guidance on migration and performance optimization for google ads.
The retirement of Call-Only Ads requires advertisers to rethink their lead-generation strategies to maintain call volume. With the full sunset in February 2027, advertisers have until then to transition and adapt to the new format. Google's guidance and tools are available to assist in this process.
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