Google Ads Call-Only Ads Deprecated 2026: Complete RSA Migration Guide

Step 1: Audit Your Current Call-Only Campaigns

Before creating any RSAs, document your current call-only ad performance:

• • Export the last 90 days of call-only ad data (impressions, calls, cost/call, conversion rate)
• • Note which campaigns, ad groups, and keywords drive the most calls
• • Record your current headline and description copy for each call-only ad
• • Document your call conversion settings (minimum duration, counting method)

Step 2: Create Your RSA Headlines & Descriptions

RSAs accept 3-15 headlines and 2-4 descriptions. For call-focused campaigns, include:

Pro tip: Pin your phone number headline to position 1 or 2 to ensure it always shows. Use Google's AI-powered ad features to test remaining headline combinations automatically.

Step 3: Add Call Assets

Navigate to Ads & assets → Assets → + → Call asset and configure:

1. 1. Enter your business phone number
2. 2. Choose the level: account (applies everywhere), campaign, or ad group
3. 3. Enable "Call reporting" to use a Google forwarding number and track call data
4. 4. Under Advanced options, set your call schedule to match business hours
5. 5. Select "Use as conversion action" if phone calls are your primary goal

Step 4: Launch RSAs in Parallel

Don't pause your call-only ads immediately. Instead:

1. 1. Create the new RSA in the same ad group as your call-only ad
2. 2. Let both run simultaneously for 14-21 days
3. 3. Compare call volume, cost per call, and total conversions
4. 4. Once the RSA matches or exceeds call-only performance, pause the call-only ad

Expect a 7-14 day learning phase where RSA performance may fluctuate. Google's AI needs time to test combinations and optimize delivery.

Step 5: Verify Call Conversion Tracking

After launching, verify that call conversions are being recorded correctly. Go to Goals → Conversions and check that "Calls from ads" shows data. Test by clicking the call asset on your phone and confirming the conversion registers. We cover detailed tracking setup in the next section.

1. Use Maximize Conversions or Target CPA Bidding

If phone calls are your primary conversion, set your bidding strategy to Maximize Conversions with a target CPA based on your historical call-only cost per call. Google's AI will optimize delivery to users most likely to make a phone call. Start with your old call-only CPA as the target and adjust after 30 days of data.

2. Schedule Call Assets for Business Hours

Show your phone number only when someone can answer. Set call asset schedules to match your office hours. Outside business hours, the RSA still shows but without the call button—users click to your website instead. This prevents wasted spend on missed calls and improves your call conversion rate.

3. Pin Phone Number Headlines Strategically

Pin your "Call (555) 123-4567" headline to position 1 to ensure it always appears. But don't pin every headline—leave positions 2 and 3 unpinned so Google's AI can test different combinations. Over-pinning reduces RSA effectiveness by limiting the AI's optimization ability.

4. Segment Mobile vs. Desktop Bidding

Phone calls overwhelmingly come from mobile devices. Consider setting a +20-30% mobile bid adjustment to prioritize mobile impressions where call assets are most effective. Monitor your call conversion data by device to find the optimal adjustment. For your Performance Max campaigns, device bid adjustments happen automatically through the AI.

5. Add Conversion Value to Phone Calls

If you know your average revenue per qualified phone call, assign that as the conversion value. For example, if 1 in 4 calls becomes a $500 customer, set the call conversion value at $125. This unlocks value-based bidding strategies like Target ROAS, which tells Google to find the most valuable callers—not just the most calls.

6. Write Call-Optimized Ad Copy

Include call-to-action phrases in at least 2 of your 4 descriptions. Use power words like "free," "instant," "today," and "expert" to encourage phone calls.

When are Google Ads call-only ads being deprecated?

Google is deprecating call-only ads in two phases. In February 2026, you can no longer create new call-only ads. In February 2027, all existing call-only ads will stop serving impressions entirely. Google recommends migrating to responsive search ads (RSAs) with call assets before the February 2026 deadline to avoid disruption.

How do I migrate call-only ads to responsive search ads?

To migrate, create a new responsive search ad in your existing campaign. Add 3-15 headlines and 2-4 descriptions, including your phone number and call-focused messaging. Then add a call asset at the campaign or ad group level with your business phone number and set a call reporting schedule. Set up call conversion tracking with a minimum duration threshold (typically 60 seconds). Once the RSA is active and performing, pause your legacy call-only ad.

What are call assets in Google Ads RSAs?

Call assets (formerly call extensions) are add-ons that attach your business phone number to a responsive search ad. When shown, users see a clickable phone icon alongside your ad text. Call assets can be set at account, campaign, or ad group level. You can schedule them to show only during business hours and enable call reporting to track call duration and conversions. Unlike call-only ads, RSAs with call assets give users the choice to either call or click through to your website.

Will my call tracking still work after the migration?

Yes, but you need to reconfigure call conversion tracking for RSAs. Set up call conversions in Google Ads by going to Goals → Conversions → New conversion action → Phone calls. Choose "Calls from ads" and set a minimum call duration (60-90 seconds is standard). If you use a Google forwarding number, call tracking works automatically. For third-party tracking tools like CallRail or Nimbata, update your integration to track calls from the new RSA format. Test thoroughly before pausing your old call-only ads.

What metrics should I track after switching from call-only to RSA ads?

Track these key metrics after migrating: phone call conversions (total calls meeting your duration threshold), call conversion rate (calls divided by impressions), cost per call conversion, call duration distribution, click-through rate on call assets vs. headline clicks, impression share for call-enabled ads, and quality score changes. Compare these against your call-only ad benchmarks for the first 30 days to ensure performance parity.

Can I still run call-only ads until February 2027?

Existing call-only ads will continue serving until February 2027. However, you cannot create new call-only ads after February 2026. Google strongly recommends migrating proactively rather than waiting. RSAs with call assets typically outperform call-only ads because Google's AI can test multiple headline and description combinations to optimize for call conversions. Early migrators also have more time to test and optimize before the final deadline.

Do RSAs with call assets perform as well as call-only ads?

In most cases, RSAs with call assets perform equal to or better than call-only ads. RSAs benefit from Google's AI testing multiple ad combinations to find the best performer. Google reports that advertisers using RSAs see an average of 7% more conversions at a similar cost per conversion. The key advantage is flexibility—RSAs can show call assets on mobile while showing standard text on desktop, reaching a wider audience. Some advertisers see a short dip during the learning phase (7-14 days), so run both formats in parallel during migration.

How do I set up call assets for business hours only?

In Google Ads, navigate to Ads & assets → Assets → Call asset. Click the pencil icon to edit your call asset. Under "Advanced options," select "Set a schedule for showing call assets." Choose the days and hours that match your business phone hours. For example, set Monday-Friday 8 AM to 6 PM. Outside these hours, your RSA will still show but without the phone number, so users can still click to your website. This prevents missed calls and wasted ad spend on after-hours phone interactions.