Google to Sunset Call Ads by 2027 — Migration to Call Assets Begins

Google Officially Announces the End of Call Ads

Google has officially confirmed that Call Ads will be phased out in the coming years, marking another major step in its ongoing shift toward asset-based advertising formats within Google Ads.
According to Google’s updated Help documentation, the process will begin in February 2026 and complete by February 2027, giving advertisers more than a year to transition.

This update means advertisers who still rely on standalone Call Ads will need to migrate their phone-based campaigns to Call Assets to continue receiving calls and impressions.

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📅 Key Dates Announced by Google

Google’s official timeline includes two major milestones:

• February 2026:
  All options to create new Call Ads will be removed from Google Ads accounts. “To continue acquiring leads and driving sales through phone calls, you must add your phone numbers to responsive search ads as call assets.”
• February 2027:
  Existing Call Ads will stop receiving impressions completely. “We strongly recommend migrating your call ads to call assets immediately to ensure that your ads are eligible to be shown.”

This update was published directly on the Google Ads Help Center and applies globally to all Google Ads users.

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Why Google Is Making This Change

The move aligns with Google’s broader strategy to simplify its ad ecosystem by focusing on “assets” instead of standalone ad types.
Call Ads have historically existed as an independent ad format that triggered phone calls directly from search results.
However, Google’s modern ad ecosystem now revolves around Responsive Search Ads (RSAs) and asset-based extensions, which allow advertisers to attach phone numbers as Call Assets.

By consolidating these formats, Google aims to:

• Improve ad automation and machine learning performance
• Offer more consistent reporting across campaigns
• Simplify setup and management for advertisers
• Ensure better cross-device ad delivery (especially mobile-first experiences)

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How Call Ads Work (Before the Sunset)

Traditionally, Call Ads were designed to appear on mobile devices capable of making calls.
When a user tapped the ad’s “Call” button, Google placed a direct call to the advertiser’s business number.
Advertisers could include elements such as:

• Business name
• Phone number
• Description lines
• Verification URL
• Optional Final URL for landing page clicks

All of this will soon be replaced by Call Assets, which serve the same purpose but integrate directly into other ad formats like RSAs.

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What Advertisers Should Do Now

To avoid disruption, Google strongly advises all advertisers to start migrating to Call Assets immediately.
Steps include:

1. Review existing Call Ads campaigns.
2. Add phone numbers to your Responsive Search Ads as Call Assets.
3. Verify your phone number using Google’s verification process.
4. Enable call reporting for accurate conversion tracking.

Google also recommends reviewing related guides:

• About Call Assets
• Set up your call ads for success

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Final Takeaway

By February 2027, Call Ads will be completely discontinued, ending one of Google Ads’ long-standing direct lead formats.
Advertisers who wish to continue generating phone call leads must rely on Call Assets within Responsive Search Ads.

Google’s focus is clear — unifying its advertising system under asset-based automation for better performance, simpler management, and more consistent user experiences across devices.

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👤 Author

Harshit Kumar is an AI SEO Specialist with 7+ years of experience helping businesses grow through data-driven SEO and AI marketing. He decodes every major Google update and advertising change into actionable insights for marketers and website owners. Follow his research and SEO updates at KumarHarshit.in.