Google Is Phasing Out Call-Only Ads, Here’s You Need to Know

If you run Google Ads for your business, you may have seen a recent email from Google about call-only ads being deprecated and wondered whether it affects you and what, if anything, you need to do.

The short answer is; it might affect you, but there’s no need to panic. Here’s what it means in simple terms, and how it can be handled without disrupting your enquiries.

What does this actually mean?

Google is gradually phasing out what are known as call-only ads. These are the ads where a potential customer can only tap to phone you and can’t visit your website. Instead, Google is moving everyone towards standard search ads that also include a call button.

The important thing to know is this: calls are not going away. You’ll still be able to receive phone enquiries from Google Ads, they’ll just come through a slightly different ad format.

What’s changing behind the scenes?

Previously, call-only ads were very basic. Their sole purpose was to get someone to ring you, with no website link and very limited messaging.  Going forward, ads will look like normal Google search ads, but with a phone number and call button shown on mobile. They can also link to your website, and Google will automatically test different headlines and descriptions to show the version most likely to perform well for each search.

The goal remains exactly the same: generating phone calls for your pest control business but with a bit more flexibility built in and more automation on Google’s side.

Why is Google making this change?

Google is simplifying the number of ad formats it offers and leaning more heavily on automation and AI. By combining calls and website visits into a single ad type, Google can decide what’s most useful for each searcher, whether that’s encouraging an immediate call or sending them to your site first.

While this isn’t always ideal for service businesses, it can work very well when set up correctly, especially for pest controllers who rely heavily on phone enquiries.

Key dates to be aware of:

There’s nothing urgent you need to act on immediately, but it’s useful to know the timeline:

• From February 2026, Google will no longer allow new call-only ads to be created

• From February 2027, any existing call-only ads will stop showing completely

So, nothing suddenly breaks, but call-only ads are effectively on borrowed time.

Does this affect all your business?

This is most relevant if:

• Your Google Ads mainly generate phone calls

• You don’t send much paid traffic to your website

• Your ads have been running unchanged for several years

If you already use standard or responsive search ads with a call button, you may already be compliant without realising it.

What should you do next?

The best approach is a planned transition, rather than waiting until call-only ads are switched off, which will involve:

• Moving to responsive search ads

• Adding call functionality so phone enquiries still come through

• Ensuring call tracking remains accurate

• Monitoring call volume and quality to avoid any drop in leads

Handled properly, most businesses will see little to no disruption, and in some cases an improved performance.

Need advice or reassurance?

If you’re not sure whether this affects your account, or you’d like reassurance that things are set up correctly, you can get in touch with me at Burst Online.

I work with businesses across the UK and can review your current Google Ads setup, explain what applies to you, and ensure any changes are handled smoothly without impacting enquiries.