Call Ads Are Going Away
If you've been running call-only ads to get the phone ringing at your Sacramento auto shop or small business, you've probably seen the notification. Google is phasing out call ads. They're not killing phone call campaigns entirely, but the format you've been using? That's done.
Here's what's replacing it and what you need to do before your campaigns stop working.
What "Call Ads Depreciation" Actually Means
Call-only ads (the mobile-only format that showed just your phone number and business name) are being retired. Google announced the deprecation in early 2024, and existing call campaigns will stop serving entirely by mid-2025.
This doesn't mean Google stopped caring about phone calls. It means they're consolidating how call-driven campaigns work. Instead of a separate ad type, you'll now use responsive search ads paired with call assets.
The shift is part of Google's broader push to simplify campaign types and lean harder on automation. Fewer formats, more machine learning.
The Key Replacement: Responsive Search Ads + Call Assets
Your new setup for Google Ads call campaigns looks like this: you create a responsive search ad (RSA), then attach a call asset to it. When someone searches on mobile, Google can display your phone number directly in the ad. They tap it, the phone dials, you get a lead.
The difference? RSAs give you more control over messaging and let Google test multiple headline and description combinations. Call assets handle the click-to-call functionality that call-only ads used to cover.
It's a two-piece system instead of one standalone format.
Why Google Is Replacing Call Ads With RSAs + Call Assets
Google's Push Toward Automation + Intent Matching
Google wants fewer campaign types and more control over how ads get assembled. RSAs let the algorithm test different combinations of your headlines and descriptions, matching them to search intent in real time.
Call-only ads were rigid. One headline, one description, mobile-only. RSAs are flexible. Google can show different messaging to someone searching "emergency plumber Auburn" versus "best plumber near me."
The trade-off: you give up some control over exact ad copy, but you gain better intent matching and broader reach.
Why Calls Still Matter (And Are Being Prioritized Differently)
Phone calls convert. For service businesses in Auburn and Rocklin, a call is often worth more than a form fill. Someone who picks up the phone is usually ready to book, not just browsing.
Google knows this. That's why call assets aren't going away. They're just being integrated into the RSA framework instead of living in their own silo.
The challenge: you need to set up Google Ads phone call tracking correctly, or you'll lose visibility into which keywords and ads are actually driving calls.
How Responsive Search Ads (RSAs) Work
Headlines + Descriptions: Google's "Ad Testing Engine"
You write up to 15 headlines and 4 descriptions. Google mixes and matches them, testing different combinations to see what gets the most clicks and conversions.
For a Roseville HVAC company, you might write headlines like:
- • "24/7 AC Repair in Roseville"
- • "Licensed HVAC Technicians"
- • "Same-Day Service Available"
- • "Free Estimates on New Systems"
Google will rotate these, pairing them with your descriptions in different orders based on what works.
How RSAs Match Messaging to Search Intent
When someone searches "emergency heater repair," Google might prioritize your "24/7" and "Same-Day Service" headlines. For "HVAC installation cost," it might show "Free Estimates" and "Licensed Technicians."
This is where RSAs outperform call-only ads. The ad adapts to the search instead of showing the same message to everyone.
The catch: if your headlines are weak or too generic, Google has nothing good to work with. Garbage in, garbage out.
What Call Assets Do (And How They Replace Call Ads)
Call-only ads showed your phone number as the primary element. Someone clicked the ad, their phone dialed. No landing page, no website visit.
Call assets attach a phone number to your RSA. The ad can still link to your website, but mobile users also see a tap-to-call button. They choose whether to visit your site or call directly.
This gives you more flexibility. Desktop users see your ad and click through to your site. Mobile users can call immediately if that's what they want.
When the Phone Number Shows (And When It Won't)
Call assets only appear on mobile devices. Desktop users won't see the phone number in your ad.
Google also won't show the call button if it thinks the searcher is more likely to click through to your site. The algorithm decides based on user behavior patterns and search intent.
You can't force it to always show. That's the automation trade-off.
The Best Replacement Strategy for Call Ads (Local Businesses)
Campaign Structure for Call-Driven Leads
If calls are your primary goal, structure your Google Ads call campaigns like this:
Create a search campaign focused on high-intent, service-specific keywords. For an auto repair shop in Auburn, that's terms like "brake repair Auburn," "oil change near me," "check engine light diagnostic."
Skip broad match. Use phrase match " " and exact match [ ] to control when your ads show up.
Add call assets to every ad group. Set your bid strategy to maximize conversions, then tell Google that phone calls are conversions (more on tracking in a minute).
Landing Page vs Call-First Strategy: When to Use Each
If your service requires immediate response (emergency plumber, 24-hour tow truck, urgent care), prioritize calls. Your RSA headlines should push the phone call, and your landing page should have the number front and center.
If your service involves more research (kitchen remodeling, estate planning, orthodontics), you might want clicks to your website first. Use call assets as a backup option for people who'd rather talk than read.
Most Sacramento service businesses fall somewhere in the middle. Test both and see which converts better.
What You Need to Do Right Now If You Were Using Call Ads
Log into Google Ads. Go to Campaigns, filter by campaign type, and look for anything labeled "Call-only" or "Call ads."
Check when they're set to stop running. Google's rolling this out gradually, but you don't want to wait until the last minute.
Convert to RSA Campaigns With Call Assets
For each call-only campaign, create a new search campaign. Build RSAs using your best-performing call ad copy as a starting point.
Add call assets at the campaign or ad group level. Use the same phone number you were using before, and turn on call-only ads alternative call reporting so you can track performance.
Pause your old call campaigns once the new ones are running.
Update Bidding + Conversion Tracking for Calls
This is where most people make mistakes. If you're not tracking phone calls as conversions, Google's algorithm doesn't know which clicks are working.
Set up call conversion tracking in Google Ads. You can count calls over a certain length (30 seconds, 60 seconds, whatever makes sense for your business) as conversions.
Once tracking is live, switch your bid strategy to maximize conversions or target CPA. Let the algorithm optimize for calls, not just clicks.
Common Mistakes When Switching to RSAs for Phone Call Leads
Weak Headlines That Don't Qualify the Caller. Your headlines need to do two things: match search intent and filter out bad leads.
"Best Auto Repair in Auburn" is weak. It's generic and doesn't tell the searcher anything useful.
"ASE-Certified Mechanics | Free Diagnostics" is better. It qualifies your expertise and gives a reason to call.
Write headlines that answer "why call you instead of the next guy?"
Not Tracking Call Conversions Correctly
If you're not tracking calls, you're flying blind. Google will optimize for clicks, not leads.
Use Google's built-in call tracking (it's free) or integrate a third-party service like CallRail if you need more detailed reporting. At minimum, count calls lasting 60+ seconds as conversions. That filters out misdials and quick hangups.
Letting "Google Automation" Run Without Guardrails
RSAs give Google a lot of control, but that doesn't mean you should set it and forget it. Check your search terms report weekly. Add negative keywords for irrelevant searches. Review which headline and description combinations are showing most often. If Google keeps using your weakest headlines, rewrite them or remove them entirely.
Automation works when you give it good inputs and monitor the outputs.
Final Takeaway: RSAs Can Outperform Call Ads, If Set Up Correctly
The switch from call-only ads to responsive search ads with call assets isn't just a format change. It's a different way of running Google Ads call campaigns.
Done right, RSAs give you better intent matching, more testing flexibility, and broader reach than call ads ever did. Done wrong, you waste money on clicks that don't convert.
The key is strong headlines, proper call tracking, and active management. Google's automation is a tool, not a replacement for strategy.
The "Do This, Not That" Checklist
Do this:
- • Write 10-15 strong, specific headlines focused on your service and location
- • Set up call conversion tracking before launching campaigns
- • Use phrase and exact match keywords for high-intent searches
- • Check search terms weekly and add negative keywords
- • Test different call-to-action headlines to see what drives calls
Not this:
- • Don't write generic headlines like "Quality Service" or "Call Today"
- • Don't launch RSAs without call tracking set up
- • Don't use broad match keywords unless you have a big budget to burn
- • Don't ignore the search terms report for weeks at a time
- • Don't assume Google's automation will figure it out on its own
We're Here to Help
Switching from call ads to RSAs isn't complicated, but it's easy to miss details that tank your results.
If you're running Google Ads for your Auburn, Rocklin, or Roseville business and want to make sure the transition doesn't kill your lead flow, we can help. We've already migrated plenty local service businesses to the new format, and we know what works in this market.