{"id":7783,"date":"2026-09-07T16:26:30","date_gmt":"2026-09-07T13:26:30","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=7783"},"modified":"2026-09-07T16:26:30","modified_gmt":"2026-09-07T13:26:30","slug":"call-assets-and-call-only-campaigns","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/call-assets-and-call-only-campaigns\/","title":{"rendered":"Call assets after Google Ads call-only ads"},"content":{"rendered":"
In short:<\/strong> Add a call asset with your business number to a responsive search ad. Choose the narrowest useful account level, set business hours, and treat the click as an ad click rather than proof of a conversation.<\/div>\n\n\n

Call-only ads are being retired. Since February 2026, Google Ads has removed every way to create a new ad of this type, and existing call ads will stop receiving impressions in February 2027. If the old option has disappeared from your account, that is the planned product change, not a hidden setting.<\/p>\n\n\n\n

Use a responsive search ad with a call asset instead. The phone number becomes a managed part of a regular search ad, with its own schedule and account level. That makes the practical decision clearer: assign the number where it applies, then let the more specific setting override a general one.<\/p>\n\n\n\n

When this does not apply<\/h2>\n\n\n\n

A call asset does not turn a responsive search ad into an ad that always displays a phone button. Google still controls whether the asset serves. An account-level number also cannot handle different locations correctly unless the relevant campaigns or ad groups override it. Putting the number in the ad copy is not a safe workaround because the ad may be disapproved.<\/p>\n\n\n\n

\"When<\/figure>\n\n\n\n

What happened to call-only ads<\/h2>\n\n\n\n

The former format was centered on a phone response. A call ad could include headlines, a business name, a phone number, descriptions, a display path, and landing page fields. But it is no longer available for new ads. Google’s stated migration path is to move phone numbers into call assets on responsive search ads. The dates and transition are documented in its call ads notice<\/a>.<\/p>\n\n\n\n

Google’s help page about call campaigns<\/a> remains available and carries no retirement notice. The change is narrower: the campaign has not been announced as closed, but the call ad format it relied on is no longer available for new ads. Build the responsive search ad and call asset before existing call ads stop serving.<\/p>\n\n\n\n

A call asset is not a phone number in ad copy<\/h2>\n\n\n\n
Method<\/th>Customer experience<\/th>Business implication<\/th><\/tr><\/thead>
Call asset<\/td>On a device that can place calls, a call button may appear below the ad. On desktop, a \u201cCall\u201d button reveals the number and a QR code with the number already entered.<\/td>The number is a dedicated asset that can be assigned at account, campaign, or ad group level.<\/td><\/tr>
Number inside a headline or description<\/td>The phone number appears as ordinary ad copy.<\/td>The ad may be disapproved during review.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Use the call asset controls<\/a> instead of typing a phone number into the ad text. A click on the call asset is charged at the standard cost per click, like a click on the ad. That billing event should not be mistaken for evidence that a useful phone conversation took place.<\/p>\n\n\n\n

Where to assign numbers for different locations<\/h2>\n\n\n\n

Call assets can live at the account, campaign, and ad group levels. Google uses the most specific setting: an ad group asset overrides a campaign asset, and a campaign asset overrides an account asset.<\/p>\n\n\n\n

Use the account level when the same team answers every call. Assign a location or service number to its campaign when that campaign has a distinct destination. If ad groups inside the campaign must reach different teams, set the relevant numbers at ad group level. The account number then acts as a broad fallback, while the narrower assets specify the local line. Also check the numbers in your location assets: when both asset types appear together, calls may go to the location number instead of the call asset number.<\/p>\n\n\n\n

Add business hours to the asset as well. The number can then appear only when someone is available to answer. The setting is useful even when the same number serves every location, because an unanswered call is not improved by making the button available outside staffed hours.<\/p>\n\n\n\n

Why the call button does not appear every time<\/h2>\n\n\n\n

A valid call asset is still not guaranteed to accompany every impression. Google decides when an asset is eligible to show under its asset-serving criteria. Seeing the ad without the button in an isolated search does not, by itself, prove that the setup is broken.<\/p>\n\n\n\n

The displayed number also depends on call reporting<\/a>. When reporting is enabled, the ad uses a Google forwarding number. When it is disabled, the ad shows the business’s direct number. Keep that distinction visible when reviewing performance: the asset controls how the number joins the ad, while reporting controls which number appears. The broader measurement mechanism is explained in the guide to Google Ads call tracking<\/a>.<\/p>\n\n\n\n

Call asset questions<\/h2>\n\n\n\n

Can I create a new call-only ad?<\/h3>\n\n\n\n

No. Google has removed every creation path for that format. Add a call asset to a responsive search ad instead.<\/p>\n\n\n\n

Why did my call button disappear?<\/h3>\n\n\n\n

The platform does not show an asset with every impression. Check the assigned level, phone number, and schedule before treating a single search as a diagnosis.<\/p>\n\n\n\n

How much does a call asset click cost?<\/h3>\n\n\n\n

It is charged like a regular ad click under the standard cost-per-click model. That is the price of the click, not proof of a phone conversation.<\/p>\n\n\n\n

For your next account check, use three points: the right location’s number, the level where it is assigned, and the hours when someone can actually answer.<\/p>\n\n\n\n","protected":false},"excerpt":{"rendered":"

Google is retiring call-only ads. Learn how call assets replace them, where to assign each location’s number, and why the button may not show.<\/p>\n","protected":false},"author":0,"featured_media":7785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174],"tags":[],"class_list":["post-7783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-conversions","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"\nCall assets after Google Ads call-only ads - \u0411\u043b\u043e\u0433 \u0406\u0433\u043e\u0440\u044f \u0406\u0432\u0456\u0446\u044c\u043a\u043e\u0433\u043e \u043f\u0440\u043e Google \u0440\u0435\u043a\u043b\u0430\u043c\u0443<\/title>\n<meta name=\"description\" content=\"Google is retiring call-only ads. 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