What Are Google Call Ads (And Why They’re Ringing in a Big Change)
If you’ve ever wished people would just pick up the phone instead of clicking through endless pages, Google Call Ads might be your new best mate.
They’re built for one thing only, getting your phone to ring. When someone searches for your service on their mobile, your ad shows up with a “Call” button. One tap, and the dial pad opens with your number ready to go. That’s it. No landing pages. Call ads are “designed to encourage people to call your business, and can appear only on devices that make phone calls” (Google).
They’re particularly handy for businesses where a conversation is the conversion. Phone leads tend to show higher intent and stronger close rates than your average web click (KlientBoost).
So How Do They Actually Work?
Setting one up is pretty straightforward. In your campaign settings, you can choose the “Call campaign” type, plug in your phone number, set business hours, write your ad copy, and away you go. The user doesn’t even have to visit your site.
To make it smarter, you can also track call conversions by measuring how long people stay on the line, say, counting only calls over 30 seconds as a true lead (Google). It’s a great way to separate quick hang-ups from actual opportunities.
But like all good things in digital marketing, call ads aren’t immune to change.
The Big Shift: Google Is Phasing Out Call-Only Ads
Yep, you read that right. Google recently announced that Call-Only Ads,the pure “tap-to-call” format, are on their way out. These ads will stop being served by February 2027, with advertisers unable to create new ones from February 2026 onwards (Search Engine Land).
The future? You’ll still be able to run phone-driven campaigns, but instead of using Call-Only Ads, you’ll add call assets to your Responsive Search Ads (RSAs) (Google).
This shift means you’ll have more flexibility, your ad can still lead to calls, but also clicks, site visits, or conversions through other touchpoints.
Advertisers will need to adapt their strategy so calls become part of a broader search experience, not the only goal (Neil Patel).
Why Call Ads Still Matter (Even as They Evolve)
The reason call ads work so well is simple: intent. Someone tapping that call button isn’t just browsing, they’re ready to talk business. And the data backs it up. A properly set-up call campaign can generate higher conversion rates, lower acquisition costs, and better quality leads, especially when paired with smart ad scheduling so you’re not paying for calls after hours (WordStream).
But if you’re not tracking properly, you’ll be flying blind. Google lets you use unique forwarding numbers and minimum call durations to measure real-world conversions (Google). Combine that with device bid adjustments (mobile-first) and well-timed ads, and you’ve got a lean, mean lead-gen machine.
Still, remember: the future of “call-based” marketing isn’t just about who rings first, it’s about integrating calls into a bigger performance ecosystem. The smartest advertisers will use this change to unify their funnels, from click to call to conversion.
What You Should Be Doing Right Now
If you’re running call ads, here’s your short checklist for the next 12 months:
Review all existing call-only ads — make note of performance benchmarks before the sunset period.
Start building Responsive Search Ads (RSAs) with call assets today, get familiar with the new structure.
Track call conversions with duration thresholds and unique numbers (Codefixer).
Optimise your copy — emphasise speed, reliability, and trust. For example: “Call now for a same-day quote.”
Schedule your ads so you’re not wasting budget outside business hours.
Train your team to answer calls fast. speed matters as much as ad spend.
Done right, you’ll glide through the transition instead of scrambling when the phase-out hits.
Time To Make The Call
Look, Google isn’t killing phone leads. They’re evolving them. And honestly? It’s overdue. We live in a multi-touch world. People research on desktop, compare on mobile, and convert wherever it’s most convenient. The new setup simply lets your ad cover all bases.
If your phone’s not ringing as much as it should, maybe it’s time to look under the hood. Are your ads optimised for mobile? Is call tracking active? Are you bidding smartly for phone conversions? Those little details often make or break ROI.
At Dadek Digital, we help businesses transition smoothly to the new Google Ads structure, optimise their call setups, and make sure every ring counts. We’ll help you track, test, and scale your phone-driven leads with data-backed precision, before the 2027 cut-off rings the final bell. Feel free to reach out via email.