Google Ads is phasing out the call-only ad format, requiring users to transition to Responsive Search Ads (RSAs) with call assets. This change aims to enhance campaign performance and utilize the latest ad innovations.
What's Changing?
The call-only ad type, based on the legacy Expanded Text Ad (ETA) framework, will be replaced by RSAs, which offer improved flexibility and performance through machine learning optimization.
Why This Change?
- Improved Performance: RSAs generally yield better results and lower costs per call lead compared to static call-only ads.
- Modern Infrastructure: RSAs benefit from advancements in AI and machine learning, while the ETA framework for call-only ads is being deprecated.
- Consistency: This change aligns call-based advertising with other Search ad formats, simplifying campaign management.
Impact on Google Ads API Users
- New Call-Only Ad Creation: Starting January 2026, users will be unable to create or duplicate call-only ads through the API, as this ad type will be removed.
- Existing Call-Only Ads: These ads will continue to serve and be manageable via the API until February 2027.
- API Support Sunset: Support for call-only ads will gradually be removed from all active API versions, ceasing completely by February 2027.
Key Dates for API Users
- January 2026: Creation of new call-only ads is blocked across all Google Ads API versions and interfaces.
- Until February 2027: Existing call-only ads will still serve, and API users can update them. Migration is recommended during this period.
- As of February 2027: All call-only ads will stop serving, and support will be fully removed from all active Google Ads API versions.
What You Need to Do
- Update API Integrations: Modify your API client libraries to stop creating call-only ad types.
- Migrate to RSAs with Call Assets: Transition ad creation to RSAs, ensuring call assets are attached to drive phone call leads. To create an RSA, provide multiple headlines and descriptions, with phone numbers added as assets linked at the customer, campaign, or ad group level.
Benefits of Migrating Early
- Leverage the improved performance of RSAs.
- Ensure a smooth transition without service interruptions.
- Maintain full control over ad copy and settings.
It is advisable to update API integrations and migrate call-only ad strategies ahead of the deadlines. For further guidance, refer to the Google Ads API developer documentation.
