Call ad
Designed to encourage a phone call and shown only on devices capable of making calls.
// GOOGLE CALL ADS UPDATE
Google call-only ads are ending in Australia
Google removed the option to create new call ads in February 2026. Existing call-only ads are due to stop receiving impressions in February 2027. The replacement is a responsive search ad with a call asset, which means call tracking, landing pages and campaign goals need checking before the old format disappears.
Last updated: 27 August 2026
// THE PUBLISHED DATES
When do Google call-only ads stop?
Google’s current help page gives two dates. In February 2026, all options to create new call ads were removed. In February 2027, existing call ads will stop receiving impressions. The announcement is not an Australia-only rule, but it applies to Australian advertisers using the format.
FEBRUARY 2026 New call-ad creation ended
Accounts can no longer rely on creating another call ad as the replacement for an old one.
27 AUGUST 2026 Migration window is open
Existing ads may still serve, so the replacement can be built, approved and measured before the deadline.
FEBRUARY 2027 Existing call ads stop impressions
Any account still depending on the old format loses that ad inventory under Google's published schedule.
// THE REPLACEMENT
What replaces a Google call-only ad?
Google directs advertisers to responsive search ads with call assets. A call asset adds the business phone number to the search ad. On a device that can call, a clickable call button can appear. The user can also visit the website, so the replacement is not identical to the old mobile call-first format.
Responsive search ad + call asset
Can offer a call interaction and a website visit. The call asset may show when Google predicts it will help.
This makes the landing page part of the migration. If the current ad sends weak traffic to a generic homepage, review the campaign with our Google Ads service rather than copying the phone number and calling the job finished.
// MIGRATION CHECKLIST
How should an Australian tradie migrate call-only ads?
Build the replacement while the existing call ad can still serve. Keep a record of the old setup, then verify the responsive search ad, call asset and conversion action before removing anything.
- 01
Find every existing call ad
Record the campaign, ad group, phone number, schedule, conversion action, bid strategy and recent call volume before changing anything.
- 02
Build responsive search ads
Create or update a responsive search ad in the relevant ad group. Its landing page now matters because a user may call or visit the site.
- 03
Add and schedule call assets
Use the correct phone number at the appropriate account, campaign or ad-group level, and schedule the asset for hours when someone can answer.
- 04
Verify call reporting
Confirm call reporting, the call-from-ads conversion action, minimum call length and whether the action is primary for the campaign goal.
- 05
Run before removing the old ad
Google recommends waiting until the responsive search ad with its call asset is approved and serving before removing the old call ad.
// DO NOT LOSE THE CALL SIGNAL
Which call tracking settings need checking?
Google recommends enabling call reporting, marking the conversion action mapped to the call asset as primary and scheduling call assets for hours when the business can answer. If calls are the campaign’s only goal, Google recommends removing other goals from that campaign setting.
A primary call conversion should still describe a useful call. Check the minimum call length, duplicate counting, business hours and missed-call handling before bidding is told to find more of it. If unanswered calls are the larger leak, see the Lead System and automation service.
// WHAT WE CAN REVIEW
What does a call-ad migration assessment include?
Web Blend can inventory the old call ads, review the replacement ad and landing page, check call assets, schedules, reporting and conversion goals, then scope the migration work. We do not guarantee the replacement will produce the same number or quality of calls. The purpose of the assessment is to reduce avoidable measurement and setup gaps before the deadline.
// PRIMARY SOURCES
Google documentation used for this guide
// QUESTIONS
Straight answers about the call-ad deadline
The old format still has a short runway. These answers cover what has already ended, what ends next and what changes in the supported replacement.
Get in touchAre Google call-only ads ending in Australia?
Yes. Google's product deprecation applies to call ads generally, including Australian accounts. Google removed the options to create new call ads in February 2026. Existing call ads are due to stop receiving impressions in February 2027. Google's supported replacement is a responsive search ad with a call asset.
Can my existing call-only ads still run?
Existing call ads can remain eligible before the February 2027 end date, subject to the usual campaign, auction and policy conditions. That window should be used to build and verify the replacement. Waiting until the final month leaves little time to fix approvals, phone verification, call reporting or landing-page problems.
What replaces Google call-only ads?
Google recommends responsive search ads with call assets. When the asset shows on a call-capable device, a user can tap the call button or visit the website. On desktop, Google says a Call us button can show the number or a Google forwarding number with a QR code when call reporting is enabled.
Will a responsive search ad with a call asset work exactly the same?
No. A call ad was designed to drive a mobile call. A responsive search ad with a call asset can offer both the website and a call interaction, and the asset is not guaranteed to show on every impression. Ad copy, landing page, asset schedule, call tracking and campaign goals all need to be reviewed as part of the migration.
Should calls from ads be a primary conversion?
Google recommends marking the conversion action mapped to the call asset as primary when calls are the campaign goal. If the campaign should generate only phone calls, Google also recommends removing other goals from that campaign setting. The right choice still depends on how the account measures a useful call.
When should an Australian business migrate?
Now is the practical window. New call-ad creation has already ended, while existing ads have until February 2027 under Google's published schedule. Migrating early allows both formats to be checked before the old one stops receiving impressions. Web Blend can assess the account and scope the replacement without promising the same call volume.
// BEFORE FEBRUARY 2027
Move the call setup while there is time to verify it
We will inspect the existing call ads, replacement assets, landing page and conversion goals, then give you a clear migration scope. No promise of matching performance before the new setup has data.
Check my migration