If your business is expecting just another year of tweaks and upgrades, get ready for some seismic news, as mandatory migrations meet expanding AI-driven paid search.
Google is driving a major shake-up across its platform, with call-only ads deprecated and set to end completely by 2027, plus automation acceleration and the expansion of ads into AI overviews.
We’ve got everything you need to know about migration timelines, plus what’s replacing those call-only ads, and an actionable migration playbook so you can safely navigate these Google Ads changes.
The Biggest Mandatory Change: Call-Only Ads Deprecated
Google has decided to sunset all of its call-only ads. For businesses that currently rely on them as part of their digital media strategy, there are hard deadlines to note, as by early 2027, these ads will no longer receive impressions.
Migrating to the alternative of responsive search ads (RSAs) with call assets is non-negotiable; it’s a “must-do now,” not something you can put off until 2027. Waiting to migrate puts your business at risk of missing connections with potentially lucrative customers and clients.
The Official Timeline (What Happens and When)
Understand the timeline:
- October 3, 2025: Google announced the deprecation of call-only ads
- February 2026: You won’t be able to create call-only ads anymore
- February 2027: All existing call-only ads will stop serving and receiving impressions
Beat these deadlines by arranging your migration in Q1 2026.
What's Replacing Call-Only Ads
Google is setting a new standard: RSAs with call assets. Whereas call-only ads focus solely on prompting a phone call, Google Ads call assets allow you to add a phone number to RSAs, alongside other information, giving viewers choices on how they contact you.
RSAs utilize Google’s AI to continuously test different combinations of headers and descriptions to find the most effective mix. It’s part of Google’s drive to consolidate its AI-optimized formats, creating more inputs for machine learning algorithms and simplifying legacy ad types.
What are Call Assets?
In short, call assets offer a clickable phone number within an RSA that allows a lead to call you directly from their search results.
RSAs grant the flexibility to allow users to contact you in ways that suit them. RSAs also improve conversion tracking, potentially boosting the effectiveness of campaigns.
You can implement call assets at three levels: account, campaign, or ad group, in both “Search” and “Smart” campaigns. Track conversions for specific services or multiple locations by choosing different levels.
Critical setup requirements for call assets include call conversion tracking, call duration thresholds, and the integration of reporting. Remember to consider call quality, not just call volume, so you’re only tracking true conversions.
Managing the Call-Only Ads to RSAs with Call Assets Transition
Switching from call-only ads to Google Ads call assets is, unfortunately, more than just a simple format swap you implement within Google Ads. It’s a strategic migration which you need to plan for.
That’s why we’ve brought you these steps, to help ensure your migration goes smoothly, protecting your lead generation performance.
Step 1 – Do a Pre-Migration Audit
What this should entail:
- Identify your top performers by number of calls, volume of qualified leads, and time-of-day patterns
- Export any keyword lists, match types, bid strategies, and geographic targeting data
- Document which campaigns are call-dependent vs. blended so you can emulate that within your RSAs
- Validate call conversion actions, duration thresholds, and tracking numbers
- Check any integrations with your CRM (customer relationship management tools) or call tracking platforms
Step 2 - Build Your RSAs with Call Assets
Avoid keyword stuffing – remember that the construction principles of RSAs are based on themes.
- For effective testing, try using 8-15 headlines and 3-4 different descriptions
- Make sure brand names and primary offers are included, but not overpinned
- Remember to set your call assets at account, campaign, or ad group level; whatever best fits your routing needs
- Scheduling tools ensure calls only come in during business hours
Pro tip: Write headlines that work with OR without your call assets showing.
Step 3 – Engage in Parallel Testing Before the Deadline
Compare performance by running call only ads and your new RSAs side-by-side for two to four weeks:
- Metrics to track: Call volume, call quality, cost per call, conversion rates
- Watch for: Lead quality drop-offs, CPC increases, match type issues
Avoid common migration pitfalls, including:
- A "Set it and forget it" approach: You should regularly prune weak RSA assets
- Lead quality erosion from broad match, and utilizing automation without guardrails
- Disregarding your scheduling and routing realities, for example, encouraging calls in during non-business hours
Step 4 – Time to Phase Out Your Call-Only Ads
It’s critical that you complete your migration by the end of Q1 2026, ideally before the February cut-off for the creation of new call-only ads:
- Strategic phase-out: Pause underperforming campaigns first and redirect those budgets to your new RSAs
- Archive all of your call-only ads by Q4 2026 to avoid a scramble as the February 2027 approaches
- Document all your learnings so you can continuously optimize RSA performance
Google Ads Updates 2026: More Key Changes
This call-only sunset isn’t happening in isolation. It’s part of a wider AI-first platform transformation happening right across Google
AI Max for Search: Google’s "Power Pack" for 2026
AI Max brings a campaign format enhancement layer to Google’s platform that aims to expand reach through “keywordless” and AI-driven targeting. Google has positioned this as a one-click solution for accessing more inventory and intent signals, and as a feature of the firm’s broader “Power Pack” strategy.
Test AI Max when you have:
- A high number of conversions: 50+ conversions/month, minimum
- Clean and accurate first-party data and conversion signals
- A willingness to trade complete control for scalability
Hold back if:
- Your brand messaging requires tight controls
- You still have low conversion volumes and unstable bidding algorithms
- You’re still cleaning up the basics, such as negative keywords and geo-targeting
Our position: AI Max is a useful expansion layer, not a replacement for existing strategies.
Performance Max Is (Finally) Getting More Transparent
What changes are coming in 2026:
- Channel performance reporting: Now you get to see where your budgets are allocated, across Search, Shopping, Display, and YouTube ads
- Search term insights: Understand triggers so much better
- Asset performance reporting: Quickly learn which images, headlines, and descriptions drive conversions
Why these changes matter:
- Performance Max has been "black box" (hidden and unclear) since its launch
- These updates provide useful optimization levers to potentially boost performance
- You’ll find it easier to reallocate budget away from underperforming channels
- Asset pruning becomes systematic and simple
Our 2026 recommendation: If you were previously unsure about Performance Max, these transparency updates make it worth retesting in Q1/Q2.
Support Is Becoming "Agentic," But You Still Need Human Oversight
Google is promoting its in-product, AI-powered advisors for troubleshooting and optimization. Of course, these AI solutions lack critical business context. They don’t have access to your brand guidelines, lead quality thresholds, and relevant compliance regulations.
Best practice: Utilize AI-powered advisors for technical guidance, but maintain a human layer of review for strategy, branding, and conversion quality.
Our Recommendations: Your 2026 Google Ads Playbook
Follow our recommended framework.
- Start now: Make sure your migrations are completed early
- Prioritize the creation of an automation governance layer: Use AI Max, Performance Max, and automated bidding, but enhance them with human oversight
- Optimize ads for AI search: Develop ads that answer those all-important “How,” “What, and “Why” questions
How Symphonic Digital Can Help You Navigate Google Ads in 2026
Symphonic Digital works tirelessly for brands and agencies. We offer paid search solutions and AI-marketing support to truly elevate your campaigns’ performance.
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