Call-Only Ads Are Ending: Your 30-Day Plan to Migrate to RSAs + Call Assets

If phone calls are your lifeblood—home services, healthcare, insurance, B2B—this change is big.

Google is retiring Call-Only Ads and moving everyone to Responsive Search Ads (RSAs) with Call Assets.

New Call-Only creation ends February 2026; all remaining Call-Only Ads stop serving February 2027. Act now and you’ll keep the phones ringing (with cleaner measurement to boot).

The 30-day migration plan

Week 1 — Inventory & mapping

1. Pull a list of all Call-Only campaigns/ad groups with spend, calls, CPL, and top queries (last 90 days).

   
   

2. Map each Call-Only ad group to a target RSA ad group (same keywords/intent).

   
   

3. Draft RSA assets: 12–15 headlines, 4 descriptions. Repurpose the top call hooks (speed, availability, proof, locality).

   
   

Week 2 — Build RSAs + Call Assets

4) Create/modify RSAs in the mapped ad groups. Add Call Assets at the account level and pin to business hours; enable Call reporting. Google Help

5) Add structured snippets (Services), price or lead-form assets where relevant to capture non-call demand.

Week 3 — Measurement & bidding

6) Set up Conversions from ads (calls) and Calls from website; set a minimum call duration (e.g., 60–90s) as the conversion threshold. Consider Enhanced Conversions for Leads to reduce under-reporting. Google Help

7) Shift the ad group/campaign to tCPA (qualified-call CPA) or Max Conversions with a target CPA. Start with a conservative target based on your last 30 days’ Cost/Qualified Call, then ratchet down 10–15% after stability.

Week 4 — Scale & deprecate

8) Add negatives from search terms to protect quality; set device bid adjustments if mobile intent is stronger.

9) Once RSAs hit steadiness (≥15 conversions in 14 days), pause the corresponding Call-Only Ads—don’t wait for February.

If calls drive your pipeline, don’t leave it to the deadline. Map your best call hooks into RSAs, turn on call reporting with a qualified-call threshold, and let the data tune your bids.