Google Is Killing Call-Only Ads: What Auto Dealers Need to Do

Google is officially deprecating call-only ads.

You won’t be able to create new ones after February 2026, and by February 2027, all existing call-only ads will stop serving entirely.

To keep generating phone call leads, Google is pushing advertisers toward Responsive Search Ads (RSAs) with call assets. The phone number still shows in search, but now Google’s AI decides when, not you.

Practically speaking, this doesn’t change what dealers should do operationally. It simply changes who’s in control. That said, let’s get into the update in detail.

What's Replacing Call-Only Ads

Google is replacing Call-only ads with responsive search ads. Your phone number still appears in mobile search results, but Google's AI now decides when to show it based on what it thinks the user wants. You no longer have that control.

Before, you could set up a call-only ad campaign and know exactly when your phone number would show. Now, Google decides. The ad format looks the same to users, but behind the scenes, the platform is running the show based on predicted user behavior.

Sadly, this is part of a bigger pattern. Google keeps stripping away advertiser controls in favor of automated optimization. Call-only ads are just the latest casualty. 

How to Set Up Call Assets in Google Ads

Call assets live in your Search campaign settings under Assets. If you set them up at the account level, your phone number shows across all your ads automatically.

Here's how to do it:

1. Go to your Search campaign

2. Click into the Ads view

3. Open the dropdown and select "Assets"

4. Click "Call asset"

5. Check that your phone number is correct (better yet, dial it yourself—tracking numbers get misconfigured more than you'd think)

6. Set it at the account level

7. Save

That's it. Once it's set at the account level, you're done. The phone number will appear across your campaigns without you having to add it manually to each one.

Account-Level vs Campaign-Level: Which Should You Use?

Stick with account-level unless you have a specific reason not to.

Account-level means your phone number applies to every ad in your account. It's simpler to manage, and it's what most dealers do.

Campaign-level is only useful if you need different phone numbers for different campaigns. For example, if you want service calls tracked separately from sales calls, you'd set up different numbers at the campaign level instead of the account level.

There's no data showing one performs better than the other. It's purely about whether you need separate tracking or not.

What This Means for Auto Dealers

If you already have call assets set up in your Google Ads account, you're fine. Most dealers do—it's been standard practice for years.

The real issue isn't whether you're compliant. It's that you've lost control over when Google shows your phone number. That decision now belongs to Google's AI, and it'll display your number when it thinks the user is likely to call—not when you tell it to.

This is part of a broader shift. Google has been steadily removing advertiser controls in favor of letting AI make the decisions. Fewer campaign types, less keyword control, and more reliance on broad match and automated bidding. Call-only ads are just one more thing on that list.

What to Do Next

Log in to your Google Ads account and make sure your call assets are set up correctly. It takes five minutes.

Here's what to check:

1. Go to your Google Ads account → Assets → Call

2. Confirm your phone number is correct

3. Dial it to make sure it actually works

4. Check that it's set at the account level (unless you're using separate tracking for service vs sales)

5. Share this with your ad agency or whoever manages your campaigns

You've got over a year before the deadline, but don't put it off. The sooner you transition, the more time you have to catch any issues before they affect your lead flow.