Relevant Audience’s compilation of the Google Ads calendar indicates, as confirmed, that in February 2027 call-only ads stop receiving impressions and that responsive search ads with call assets must be used. For businesses selling by phone (clinics, garages, urgent services), migration is a task with a deadline. The source is a compilation; confirm date and requirements in Google Ads Help.
What was reported
In the list of 2027 changes, the compilation records, as confirmed, that in February 2027 call-only ads stop receiving impressions, which requires responsive search ads with call assets. It gives no exact day.
It’s a secondary source. Your account’s Google Ads Help is the reference for the date and requirements.
What call-only ads are
They are mobile-oriented search ads whose only destination is calling: the click starts a call, without passing through the site. They have been widely used by local businesses to capture urgent calls: plumbers, electricians, locksmiths, garages, clinics, taxis and towing services.
If your account has this type of ad, the change directly affects your flow of enquiries.
Migrating call-only ads
- List campaigns and calls generated
- Create responsive ads with call assets
- Prepare landing page with call button
- Run both formats in parallel
- Deactivate the old one when the new one has results
What replaces them
According to the source, responsive search ads with call assets. That means a regular search ad (headlines and descriptions), with a call button or extension, and probably with a landing page. The user can call or visit the site.
The practical difference is that the ad now competes with the other search ads, and the quality of text, page and phone number counts more.
Who should worry first
Businesses with many phone enquiries and quick conversion: urgent services, clinics, garages, dealerships, removals, home services, immediate legal help. For those receiving mainly forms or online purchases, the impact is small.
Check in Campaigns which have call-only ads and how many calls they generate per month.
A call is not a sale. Measure what happens after the phone rings.
Migration plan in five steps
First, list the campaigns and groups with call-only ads and the calls they generate. Second, create responsive search ads with call assets, with suitable headlines and descriptions. Third, prepare a landing page with a clearly visible number and call button. Fourth, run both formats in parallel for some weeks. Fifth, deactivate call-only ads when the new ones have results.
Start in December or January, never in February.
Measuring calls for real
A call is not a sale. Record calls by source (call tracking), minimum duration (for example 60 seconds), whether answered and whether it led to an appointment or sale. Define as conversion calls of a minimum duration, not any click on the button.
Without this care, the account optimises for accidental taps. With it, the system learns to bring useful calls.
Text best practices for local searches
State service area, hours (including emergencies), reference price when possible, response time and social proof (reviews). Use natural European Portuguese (“canalizador” and “ligue já”). Avoid promises you can’t keep, such as “we arrive in 10 minutes”.
Promises on time and price, when present, should be true for most cases. This protects reviews and complaints.
Questions for your manager
Do we have call-only ads? How many calls do they generate and with what quality? When will we migrate? How do we measure useful calls? Who answers and at what hours? What happens outside hours?
If your business lives on the phone and you want to prepare migration before February, with call measurement and adapted texts, I can help build the plan.
An illustrative example: a car garage in Setúbal
A garage receives about 40 calls a month from call-only ads, of which 25 lead to bookings. In December, it creates responsive ads with call assets for the same searches (“mechanic near me”, “car service”), with service area and hours in the texts, and runs both in parallel for four weeks. The example is hypothetical. At the end of the test, it compares calls over 60 seconds and bookings, and decides when to switch off the old format.
The central point is not leaving the decision to February, when a transition problem would mean weeks without calls.
Transition risks and how to mitigate them
The first risk is a drop in calls if the new ad isn’t as clear as the old one. The second is losing learning data by pausing everything at once. The third is not having phone number, hours and location configured as assets. The fourth is the phone not being answered, which cancels any optimisation.
To mitigate: migrate in phases, keep history exported, confirm call, location and hours assets, and ensure quick answering. If the phone rings and nobody answers, the best ad doesn’t solve it.
Summary in three lines
Call-only ads stop receiving impressions in February 2027, according to the compilation. Migrate early, to responsive ads with call assets, and measure useful calls. A phone answered is worth more than any ad tweak.
Frequently asked questions
When do they stop working?
In February 2027, according to the compilation. Confirm the day in Google Ads Help.
What do I use instead?
Responsive search ads with call assets, according to the source.
Do I lose history?
Export data before migrating. Detailed history is retained for limited periods.
Sources consulted
Keep reading
- Google Ads 2026 and 2027 calendar: the dated deprecations and changes a Portuguese advertiser should have in the diary
- Campaign-level language targeting removed from Search: what it means if you advertise in Portugal to tourists and expats
- Campaign translation tool in Google Ads: advantages, limits and care with European Portuguese