Upgrade your Call-Only Ads to Responsive Search Ads with Call Assets in the Google Ads API

Google Ads is deprecating the call-only ad format. Google Ads API users currently creating or managing call-only ads will need to transition to using Responsive Search Ads (RSAs) with call assets . This change will help advertisers achieve better campaign performance and leverage the latest ad innovations.

What’s Changing? The call-only ad type, based on the legacy Expanded Text Ad (ETA) framework, is being phased out. Moving forward, phone call lead generation will be fully supported through Responsive Search Ads (RSAs) combined with call assets . RSAs offer greater flexibility and performance by utilizing machine learning to optimize ad creatives.

Advertisers should monitor these changes closely as they may impact campaign performance, bidding strategies, and return on ad spend.

Why This Change? Impact on Google Ads API Users If your application uses the Google Ads API to create or manage call-only ads, you will be affected.

Key Dates for API Users: What You Need to Do: Benefits of Migrating Early: We recommend updating your API integrations and migrating your call-only ad strategies well before the deadlines. Please refer to the Google Ads API developer documentation for the latest guidance on working with Responsive Search Ads and call assets. If you have any questions or want to discuss this post, please reach out to us on our “Google Advertising and Measurement Community” Discord server .