Google to Phase Out Call-Only Ads, Pushing Migration to Responsive Search Ads

October 28, 2024 at 5:56:51 AM

TL;DR Google Ads will discontinue new Call-Only Ads, urging advertisers to switch to Responsive Search Ads (RSA). Existing Call-Only Ads will still run, but new ads must include landing pages and business names. Current ads won't auto-migrate. Advertisers need to manually update ads with business names and URLs. RSA offers more ad combinations, dual interaction capabilities, better asset control, and improved optimization.

Google to Phase Out Call-Only Ads, Pushing Migration to Responsive Search Ads

Google Ads has announced plans to discontinue the creation of new Call-Only Ads, pushing advertisers toward Responsive Search Ads (RSA) format. While no specific timeline has been provided, the platform is now actively encouraging advertisers to upgrade their existing Call-Only Ads.

Key Changes

Immediate Impact

  • Existing Call-Only Ads will continue to run
  • New requirements include adding landing pages and business names
  • Current ads won't be automatically migrated to the new format

Required Updates for Existing Ads

  1. Business Name Addition Required
  • Can be added at account or campaign level
  • Must be uploaded through Assets section
  1. Landing Page Requirement
  • All call ads will need a final URL
  • Existing ads must be manually updated

Migration Process

Business Name Setup

  1. Navigate to Campaigns > Assets
  2. Click "+ Business name"
  3. Choose account or campaign level implementation
  4. Enter and apply business name

Adding URLs to Existing Ads

  1. Access Campaigns > Ads
  2. Select target ad for editing
  3. Update with final URL
  4. Apply changes

Benefits of RSA Migration

  • Enhanced flexibility in ad combinations
  • Expanded reach through dual call and online interaction capabilities
  • Greater control over ad assets and presentation
  • Improved campaign optimization potential

Advertisers currently using Call-Only Ads should plan their migration strategy soon, as new Call-Only Ad creation will be disabled at an unspecified future date.

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