Call Only Ads have been a popular way for service-based businesses to generate phone enquiries directly from Google search. For years, they allowed advertisers to skip the website visit entirely and drive users straight into a phone call.
But with Google phasing Call Only Ads out between 2026 and 2027, many businesses are now asking two key questions: What are Call Only Ads, and can you still use them?
Key takeaways
- Call Only Ads are being phased out by Google: new ones cannot be created since January 2026, existing ones keep serving until February 2027, and Performance Max does not support them.
- Call Only Ads are Google Search ads that dial the business when tapped on a mobile phone, with no landing page or form, and the advertiser pays for each tap to call.
- Google is retiring Call Only Ads because users never visit a website, so Google cannot easily see whether a call was answered, how long it lasted or whether it led to a sale.
- Call assets attached to Search or Performance Max ads replace Call Only Ads, letting users tap to call or visit the website while giving Google more data to optimise.
What Are Call Only Ads?
Call Only Ads are a type of Google Search ad designed specifically to generate phone calls instead of website visits.
When someone taps the ad on their mobile phone, it immediately dials the business. There is no landing page and no form, just a direct call. This made them especially popular for:
- Trades and emergency services
- Legal and medical practices
- High-value or urgent enquiries
- Any business where speaking to someone is the main conversion
Advertisers are charged when a user taps to call, making them a straightforward way to pay for phone leads.
Can You Still Use Call Only Ads?
Yes, in some cases, but they are being phased out.
Google has not removed Call Only Ads overnight, but they are no longer part of Google’s long-term advertising strategy. Since January 2026, new Call Only Ads can no longer be created, and newer campaign types do not support them at all.
In practical terms, this means:
- Existing Call Only Ads keep serving until February 2027
- New Call Only Ads cannot be created (since January 2026)
- They are not supported by modern campaign types like Performance Max
- Google is replacing them with responsive search ads with call assets
In February 2027, existing Call Only Ads will stop serving altogether.
Why Google Is Removing Call Only Ads
Call Only Ads provide very little data for Google’s advertising system.
Because users never visit a website, Google cannot easily understand:
- Whether a call was answered
- How long the call lasted
- Whether it became a real enquiry
- Whether it led to a sale
As Google increasingly relies on AI and automated bidding, it needs more data to optimise campaigns. Call Only Ads block that data, which is why Google is moving away from them.
What Replaces Call Only Ads?
Instead of Call Only Ads, Google now encourages advertisers to use responsive search ads with Call Assets.
Call Assets allow you to show a phone number alongside standard Search or Performance Max ads. This means users can still tap to call, but they can also visit your website. This gives Google far more data to optimise performance.
With Call Assets, Google can now track:
- Calls from ads
- Calls from your website
- Call duration
- Which campaigns and keywords generate real phone enquiries
This leads to better lead quality and lower wasted spend.
What About Service Businesses That Rely on Calls?
For service-based businesses, Google is also pushing Local Services Ads (with the Google Verified badge).
These ads appear at the very top of search results and are designed specifically for businesses that rely on phone leads. They:
- Show your business name, reviews and phone number
- Charge per lead rather than per click
- Are fully focused on phone and enquiry-based leads
They also include built-in lead tracking, making them far more reliable than Call Only Ads ever were.
What This Means for Your Business
While existing Call Only Ads can keep running until February 2027, they are no longer the future of Google Ads. The platform is shifting towards:
- Call Assets attached to Search and Performance Max campaigns
- Full website and phone call tracking through GA4
- AI-driven optimisation based on real user behaviour
- Local Services Ads for service-based businesses
Moving calls through your website and Call Assets gives you better tracking, better optimisation, and better quality leads.
Related guides: What Is a Google Ads Call? and Conversion Actions in Google Ads (What They Are and Why They Matter).
Final Thoughts
Call Only Ads were useful for many years, but they no longer fit how Google Ads works today.
If phone calls are important to your business, the goal for 2026 should not be simply “more calls”, but better, trackable, high-quality calls that turn into customers. That’s exactly what Call Assets and modern Google Ads campaigns are designed to deliver.
Need help with your Google Ads?
If you’d like a second opinion or help working through this, send me an enquiry with a little context. I’ll reply by email first and let you know whether I can help. You can also choose Google Ads review / audit on the form to request a free account review.