Google’s decision to end call-only ads represents a significant shift for businesses, particularly those that depend on phone calls to attract new customers. Call-only ads previously allowed customers to easily reach businesses without visiting their websites.

Now, businesses must explore alternative ways to connect with customers. While this change might appear challenging, there are strategies for adapting and even discovering new opportunities.

What Are Call-Only Ads, and Why Are They Going Away?

Call-only ads allow users to call businesses directly from search results. They don’t link to websites, which benefits industries such as call centres, locksmiths, and healthcare clinics.

Google hasn’t shared why they’re ending call-only ads, but it might be due to changes in how people use ads and the rise of AI in advertising.

Risks of Not Adapting

If businesses don’t change their advertising strategy, they’ll face several problems:

• Fewer direct phone calls: Ads that currently direct users to a website might lose those who want an immediate conversation.
• Increased bounce rates: If a user lands on a site but doesn’t find a clearly visible phone number, they may leave without engaging.
• Higher cost-per-lead: With more steps between the ad click and the phone call, conversion efficiency could decrease, making leads more expensive.
• Lost competitive edge: Businesses that pivot quickly can capture leads from competitors who are slower to adjust.

Why It Matters for Businesses in General

Ending call-only ads is significant for many businesses. It will particularly impact local service providers and industries that rely on phone calls.

• Local service providers: Think plumbers, electricians, cleaning companies—anyone whose customers typically seek a quick phone interaction.
• Healthcare and legal services: These services often require a conversation before an appointment can be booked, and trust-building starts with voice contact.
• Older demographics: Many users, especially older adults, prefer to make a phone call rather than navigate a website.

While these changes will impact businesses in general, they will particularly impact B2C Companies and non-profit organisations.

The Impact on B2C Companies

B2C companies will be affected differently depending on their product or service:

• High-touch B2C services (e.g., personal finance services, home improvement, travel bookings) will feel the impact most. These services often involve questions, custom quotes, or scheduling over the phone.
• Retail and e-commerce companies focusing on online transactions won’t see much impact because most of their conversions occur on-site, not via phone.

Still, losing a direct-to-call ad format introduces more friction for B2C brands that rely on calls for support, sales inquiries, or quote requests.

The Impact on Non-Profit Organisations

Non-profit organisations, especially those with helplines or community support, have lost a simple way to connect. The removal of call-only ads affects:

• Hotlines and immediate support services (e.g., mental health support, crisis centres, domestic abuse helplines).
• Programs where intake begins with a phone call, not an online form.
• Older or underserved audiences who may not be tech-savvy or comfortable filling out digital forms.

Without call-only ads, non-profits may experience a drop in call volume from users who would have otherwise tapped and connected directly, especially on mobile.

How to Minimise the Impact for B2C Companies and Non-profit Organisations

Even without call-only ads, companies and organisations can still generate phone calls through other advertisements. They need to adopt a more strategic approach. Here are some key steps companies can take to stay ahead.

1. Shift to Call-Enabled Search Ads with Extensions

Google isn’t removing the ability to make phone calls from ads. Businesses can still run search ads and include call extensions—a clickable phone icon that appears alongside the ad.

While not as prominent as call-only ads, these can still drive phone calls if optimised well:

• Use call extensions on all relevant ad groups.
• Set up scheduling to show call buttons only during business hours.
• Write ad copy that invites a call, like “Call Now for a Free Quote” or “Speak to an Expert Today.”• Track calls as conversions in Google Ads to measure effectiveness.

With the right approach, businesses can transform this challenge into an opportunity to strengthen their digital strategy and build a more robust lead pipeline.

2. Optimise Landing Pages for Click-to-Call

If your ad directs users to a landing page instead of initiating a call directly, that landing page must be frictionless. This means:

• A prominently placed call button (especially on mobile).
• A clearly visible phone number at the top of the page.
• Click-to-call functionality for all numbers (no copy-pasting).
• A page design that loads quickly, is mobile-friendly, and does not distract from the call action.

Consider the landing page the new “middleman” between your ad and the phone call. Depending on how well it is designed, it can either enhance or hinder your conversion rate.

3. Test Call Campaigns on Other Platforms

If Google is removing a format that works well for your business, consider alternative ad platforms:

• Meta (Facebook/Instagram): Their “Call Now” ad button still works well for local service industries.
• Microsoft Ads (Bing): They still offer call extensions and sometimes have less competition.
• Yelp or Local Directories: For specific industries, platforms like Yelp or Thumbtack may provide click-to-call ads or facilitate lead generation through phone calls.

Don’t rely solely on Google—diversify your lead sources to avoid being caught off guard by future changes.

4. Use Google’s Newer Campaign Types Wisely

Google is pushing more businesses toward Performance Max and responsive search ads. These formats are designed to reach users across multiple channels—Search, YouTube, Gmail, and Maps—with AI-driven placements.

While they may not be ideal for businesses that want a tight focus on phone calls, you can still adapt:

• Include “phone calls” as a conversion goal in your campaign settings.
• Monitor where leads are coming from and adjust targeting.
• Use location assets and call extensions to encourage local engagement.

These newer formats offer reach but must be tightly managed to deliver the right leads.

5. Enhance Call Tracking and Reporting

As you shift to new ad formats, it becomes increasingly important to understand what drives phone calls. Use tools like:

• Google Ads call tracking (via forwarding numbers).
• CallRail or other third-party platforms to track source, call duration, and call quality.
• CRM integration to monitor what happens after the call—did the lead convert?

This data helps you identify which campaigns or ad groups are genuinely effective, allowing you to focus on what works best.

6. Train Staff to Capture Leads Effectively by Phone

It might seem obvious, but with more ads now routing through websites, when a user does call, that call is more valuable than ever. Make sure:

• Calls are answered quickly.
• Staff are trained to qualify leads and book appointments or sales.
• Missed calls are returned promptly.

Improved phone handling can increase your lead-to-customer conversion rate, compensating for any decrease in call volume.

A Change in Tactics—Not the End of the Road

The end of Google’s call-only ads means businesses must rethink their lead generation strategies. However, it’s not the end. Companies and non-profit organisations can stay ahead by utilising call extensions, enhancing landing pages, exploring new platforms, and training staff.

Advertising continually evolves, and every update presents an opportunity for improvement. With the right approach, businesses can transform this challenge into an opportunity to strengthen their digital strategy and build a more robust lead pipeline.

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