Existing Google call-only ads will stop receiving impressions in February 2027. UK businesses that depend on phone enquiries should prepare and test the replacement before that month arrives.
What changed?
Google is retiring call-only ads in favour of responsive search ads with call assets. Its advertiser transition guidance lists February 2026 for removal of new call-only ad creation options and February 2027 for existing ads to stop receiving impressions.
The immediate task is therefore to find any remaining call-only ads and plan their replacement. This change concerns a phone-call ad format. The existing message asset update addresses a separate feature.
Who needs to review their account?
Prioritise campaigns where telephone contact is an important route to a booking or quotation. Assign the review to whoever manages the ads and involve the person responsible for answering calls. An ad transition is incomplete if the campaign is ready but the receiving team is not.
Move in a controlled sequence
- Inventory the affected ads: record active call-only ads, their campaign purpose, phone numbers and current performance baseline.
- Prepare business information: Google directs advertisers to add their business name and relevant, policy-compliant phone numbers as call assets.
- Create or update responsive search ads: attach the appropriate call assets and check that the copy matches the service and destination page.
- Review measurement: document which reported actions represent calls and which represent qualified enquiries. Compare equivalent definitions during the transition.
- Confirm the replacement works: Google’s guidance is to remove the old call ad after the replacement is approved and begins performing.
Avoid an unnecessary performance claim
A new format does not establish that call quality or profitability will improve. Use your own call handling and enquiry records to assess the result. Do not compare a total of new actions with a previous total that used a different definition.
Escalate disapprovals, incorrect phone numbers or unexplained tracking differences before treating the transition as complete. Our Google Ads management service can help coordinate the campaign and measurement checks.
Official source
Google Ads guidance on moving from call ads to call assets. Platform facts checked on 1 November 2026. Rollouts, eligibility and deadlines can change; check the linked documentation before implementing changes.