Another day, another major shift from Google Ads. This time, it’s the end of Call-Only Ads, a format that’s been a go-to for service-based businesses who live and breathe off inbound calls.

If your ad strategy depends on phone leads—like law firms, HVAC companies, Med Spas, or any business where calls = cash—this change matters. But don’t freak out. Google’s not killing phone-based conversions; it’s just changing how they happen.

Let’s break down what’s going on, why it’s happening, and what you should be doing right now to keep your funnel flowing with high-intent leads.

What Were Call-Only Ads, Anyway?

Call-Only Ads were simple, powerful, and effective. They showed your business name, a phone number, and a click-to-call CTA—no website, no fluff. Just a direct line to your business.

They were designed for mobile users ready to take action, and for many service industries, they crushed it in terms of ROI. Instead of chasing form fills or traffic, Call-Only Ads gave you what mattered: ringing phones.

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So… why is Google pulling the plug?

Why Google Is Sunsetting Call-Only Ads

Let’s be honest: Google’s entire ad ecosystem is evolving toward automation, machine learning, and multi-channel flexibility. Call-Only Ads, while powerful, are one-dimensional. There’s no click-through to a site, no visuals, and limited data for Google’s algorithm to optimize around.

By sunsetting this format, Google is pushing advertisers to use Responsive Search Ads (RSAs) + Call Assets, which give users more choices and give Google more data to improve ad performance.

It’s also part of a broader push to make the user experience more seamless across devices, and to better support a variety of conversion actions—not just phone calls, but also chats, form submissions, bookings, and purchases.

What's Replacing Call-Only Ads?

Google isn't leaving you high and dry. Here's the new structure:

1. Responsive Search Ads (RSAs)

These are Google’s new default ad type. They mix and match up to 15 headlines and 4 descriptions in real-time to serve the best-performing combo to each user. RSAs aren’t new—but now they’ll be the only game in town.

2. Call Assets (Formerly Call Extensions)

This is where the magic happens. By adding call assets to your RSAs, you keep the “click to call” option alive. The phone number shows up right in the ad, and users can tap to call without needing to visit your site first.

Bonus: If you include a landing page URL with your ad, you unlock even more flexibility—users can choose to call, click, or learn more.

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What Happens to My Existing Call-Only Ads?

If your ads meet certain criteria (like including a business name and a final URL), Google may automatically upgrade them to RSAs with call assets.

But don’t count on automation alone. These changes roll out gradually, and not every ad will be eligible. You should start transitioning manually—because the sooner you adapt, the sooner your ads start performing under the new system.

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Why Google Made the Change

The move away from Call-Only Ads reflects a bigger shift: Google wants advertisers using campaigns that generate data across the entire journey—not just a phone call.

They want:

• Multi-path attribution (clicks, calls, forms, purchases)
  
  
• Better optimization with machine learning
  
  
• Enhanced user experiences that fit different intent levels
  
  

For advertisers, this means more tools, smarter tracking, and more insights to scale with. If you’re doing it right, this is an upgrade.

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Your Game Plan: Shift From Call-Only to Smart Call Campaigns

At Creatum Studios, we’re big on strategy. So, here’s our full playbook to pivoting your PPC setup and actually getting more qualified phone calls under the new format:

🔥 11 Ways to Optimize Google Ads for Phone Calls

Whether you’re using RSAs or Performance Max (PMax), here’s how to turn them into lead-generating call machines.

1. Set Up Conversion Tracking for Phone Calls

Start here. Go to your Google Ads conversion settings and set up:

• “Calls from ads” (your call assets)
  
  
• “Calls from website” (your landing pages)

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Continue selecting “Phone call lead” → “Calls from ads.”

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This will track clicks on your call assets**

Do the same for “Calls from website visits”, to grab conversion data when your ad is clicked, goes to your website or calls from the website.

Then, select these as goals in your campaigns. Without this, you’re flying blind.

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2. Enable Call Reporting

Turn on Google’s call reporting. It uses forwarding numbers to show you:

• Caller phone number
  
  
• Call duration
  
  
• What campaign triggered the call
  
  

You can even record calls for quality checks or sync the data with your CRM.

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3. Create Call Assets

Don’t just rely on old extensions. Go into your assets tab and create fresh call assets:

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• Add your phone number

• Link to the new conversion actions you set up
  
  
• Attach to specific campaigns, ad groups, or at the account level

These will be your new bread and butter.

4. Schedule Call Assets for Business Hours Only

No one’s picking up at 2am. Use “advanced options” in your call assets to only show them during your business hours. It’s how you stop wasting budget on missed calls.

5. Use Call Bid Adjustments

Want more calls over clicks? Open your bid settings and increase bids for “calls” as an interaction type. Bumping this up 50%+ can give your call assets priority over other CTA elements.

6. Dial In Your Location Targeting

Calls = local intent. Don’t target too wide. Lock in your city, zip codes, or service area. You’ll spend less and convert more.

7. Double Down on High-Intent Keywords

Don’t waste time on top-of-funnel phrases. Go after keywords that signal action:

• “emergency plumber”
  
  
• “book dentist near me”
  
  
• “same-day AC repair”

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Pull keyword reports to find the ones already converting into calls—and build around them.

8. Use Call Data to Spot What Works

Your call reports are gold mines. Look at:

• Area codes
  
  
• Call length
  
  
• Call times
  
  
• Repeat callers
  
  

Match this with your CRM or sales data and spot patterns you can scale.

9. Enhance Ads with More Assets

Don’t stop at call assets. Add:

• Callouts: “Open 24/7,” “Licensed & Insured”
  

• Sitelinks: “Free Quote,” “Customer Reviews”
  

• Promotions: “$50 Off First Visit”
  

The more useful info you show, the better your engagement.

10. Use Remarketing Lists for Follow-Up

Set up GA4-based segments to retarget users who:

• Visited your site but didn’t call
  
  
• Called but didn’t convert
  
  
• Are returning users from specific geos
  
  

You’re not just targeting clicks—you’re targeting conversations.

The Big Picture: Calls Aren’t Dead—They’re Just Smarter Now

Call-Only Ads may be gone, but calls themselves are far from dead.

If anything, Google’s new format gives you:

• More control over when calls happen
  
  
• Better visibility into what’s working
  
  
• Smarter optimization across every touchpoint
  
  

Your job now is to build a smarter phone call funnel—one that mixes high-intent ads, conversion tracking, call-friendly UX, and strong CTA strategy.

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Ready to Pivot Like a Pro?

Let’s future-proof your strategy before your competitors do. Hit us up and let’s build your next phase of ad performance together.

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