Google Ads is fundamentally reshaping how businesses track phone calls. If you’re still using call-only ads, your days are numbered: by February 2027, Google will stop delivering impressions to call-only ads entirely. The transition to call assets within responsive search ads is no longer optional. This guide walks you through exactly what’s changing, why it matters, and how to migrate without losing a single qualified lead.
## The Deadline You Can’t Ignore
Let’s be clear about the timeline:
– **February 2026**: Google stops allowing you to create new call-only ads
### – **February 2027**: Existing call-only ads…
– **February 2027**: Existing call-only ads stop receiving impressions
This isn’t a suggestion. If you wait until February 2027, your call-only ads will simply vanish from the search results. Your competitors who migrated early are already capturing the calls you’re losing.
### Advertisers who’ve migrated early report an…
Advertisers who’ve migrated early report an average of 7% more conversions at similar cost, according to Google’s internal data. That’s not a coincidence: call assets work better because they integrate seamlessly with responsive search ads, giving prospects more context before they decide to call.
## Understanding Call Assets vs. Call-Only Ads
Call-only ads were simple: they showed only when someone searched on mobile, and they forced a choice: call or leave. The friction was built in.
Call assets are fundamentally different. They’re phone numbers embedded within responsive search ads (RSAs) that give users choices. Instead of forcing a decision, you’re presenting your phone number alongside your headline, description, and landing page link.
### Consider a local plumber in Paris…
Consider a local plumber in Paris running a campaign for “emergency plumbing service.” With a call-only ad, searchers see only the phone number and description. With a call asset in an RSA, they see:
– Your headline: “24/7 Emergency Plumbing Services”
### – Your description: “Available now for…
– Your description: “Available now for burst pipes and overflows”
– A clickable phone number: “01 XX XX XX XX”
### – A link to your website…
– A link to your website with more details
The searcher can choose their path: call immediately for an emergency, or visit your site for pricing information. You capture both behaviors, and your conversion rate increases.
## How Call Tracking Works in 2026
Google call tracking operates through a simple but elegant system: Google forwarding numbers.
A Google forwarding number is a unique phone number Google creates for your account. When someone clicks it and calls, Google tracks:
### – Call duration…
– Call duration
– Whether the call was answered
### – Call start time and date…
– Call start time and date
– Caller’s general location (based on area code)
### – Which keyword, ad, ad group,…
– Which keyword, ad, ad group, and campaign generated the call
This data flows directly into your Google Ads account, where you set conversion thresholds (typically 30 seconds or longer calls count as conversions).
### Setting Up Call Reporting
The setup process takes five minutes:
1. Click the Tools & Settings icon (wrench) in your Google Ads account
### 2. Navigate to Account Settings…
2. Navigate to Account Settings
3. Under “Call Reporting,” select “On”
### 4. Choose your country and business…
4. Choose your country and business hours
5. Save
### Once enabled, Google will generate a…
Once enabled, Google will generate a forwarding number for your account. This number appears in your ads automatically when you add call assets, and it routes calls to your actual business number while logging all the conversion data.
### Call Conversion Thresholds
Not every call is a conversion. A spam call that lasts two seconds shouldn’t count the same as a genuine inquiry that lasts five minutes.
You set a minimum call duration threshold. Common thresholds:
### – **30 seconds**: Standard for most…
– **30 seconds**: Standard for most industries; filters out obvious spam
– **60 seconds**: Used by services that need longer consultations (legal, financial, medical)
### – **90 seconds or more**: Applied…
– **90 seconds or more**: Applied by high-ticket services (real estate, luxury goods)
A solar panel company in Lyon selling systems averaging 8,000 EUR might use 60 seconds: they want to measure serious inquiries, not casual browsers. A dental office in Marseille might use 30 seconds because even brief calls indicate genuine interest.
## The Technical Requirements for Migration
To migrate from call-only ads to call assets, you need:
### 1. Phone Number Verification
Before adding any phone number to your ads, you must verify it. Unverified numbers cause ad disapprovals.
Go to your Google Ads account, navigate to Assets > Call Assets, and enter your phone number. Google will send a verification call to that number with a code. Enter the code to complete verification. This takes less than 10 minutes.
### 2. Responsive Search Ads Structure
Call assets live inside responsive search ads. You need at least:
– 3 headlines (up to 15)
### – 2 descriptions (up to 4)…
– 2 descriptions (up to 4)
– A display URL
### – Final URL (landing page)…
– Final URL (landing page)
Example for a fitness boutique in Toulouse:
### **Headlines:**…
**Headlines:**
– “Personalized Fitness Training in Toulouse”
### – “Small Group Classes, Big Results”…
– “Small Group Classes, Big Results”
– “Transform Your Body in 12 Weeks”
### **Descriptions:**…
**Descriptions:**
– “Expert trainers, customized plans, proven results. Book your free assessment today.”
### – “Limited spots available each month….
– “Limited spots available each month. Call now for current class schedules.”
**Call Asset:** “05 XX XX XX XX” (verified number)
### 3. Asset Hierarchy Setup
You can create call assets at three levels: account, campaign, or ad group. The most specific level wins.
Example hierarchy for a multi-location business:
### – **Account level**: Main customer service…
– **Account level**: Main customer service number
– **Campaign level**: Location-specific numbers (Paris office, Lyon office, Marseille office)
### – **Ad group level**: Department-specific numbers…
– **Ad group level**: Department-specific numbers (Sales, Support, Technical)
A prospect searching “laptop repairs Lyon” will see the Lyon office number, not the Paris headquarters number. This dramatically improves call quality because calls go to the right team immediately.
## Deep Dive: Call Tracking Implementation
### Understanding the Call Tracking Pipeline
Call tracking in Google Ads involves multiple components working in concert. When a prospect calls your Google forwarding number, this sequence occurs:
1. The call hits Google’s phone infrastructure
### 2. Google’s system captures the call…
2. Google’s system captures the call source (which keyword, ad, or campaign triggered the ad)
3. Google routes the call through a forwarding number to your actual business line
### 4. Your team answers (or doesn’t)…
4. Your team answers (or doesn’t)
5. Google measures call duration
### 6. Google compares the duration against…
6. Google compares the duration against your conversion threshold
7. If the threshold is met, Google records a conversion
### 8. The data appears in your…
8. The data appears in your Google Ads dashboard within 24 hours
This entire process is invisible to the caller. They dial the number, your business answers, and they don’t realize Google’s infrastructure is tracking everything.
### Setting Up Call Reporting by Campaign
Many advertisers make a critical mistake: they enable call reporting at account level and assume they’re done. That’s only half the story.
To truly optimize, you need call reporting configured at the campaign and ad group level. Here’s why: a real estate agency in Paris has different business goals for residential sales versus commercial leasing. The residential campaign should track calls separately from the commercial campaign. Google’s forwarding numbers allow this.
### Steps to set campaign-level call reporting:…
Steps to set campaign-level call reporting:
1. Navigate to your campaign settings
### 2. Click on “Ad Extensions” or…
2. Click on “Ad Extensions” or “Assets”
3. Create campaign-specific call assets
### 4. Assign unique phone numbers to…
4. Assign unique phone numbers to each campaign (Google can generate multiple numbers per account)
5. Set different business hours and call thresholds for each campaign if needed
### Example: A luxury real estate company…
Example: A luxury real estate company in Paris runs two campaigns:
**Campaign 1: High-End Residential Sales (8M+ EUR apartments)**
### – Call asset: “01 XXXX YYYY”…
– Call asset: “01 XXXX YYYY” (Paris luxury sales team)
– Conversion threshold: 90 seconds (serious inquiries only)
### – Business hours: 09:00-19:00 weekdays, 10:00-18:00…
– Business hours: 09:00-19:00 weekdays, 10:00-18:00 weekends
– Expected calls: 15-20 per week
### – Expected conversion rate: 35-40% (high-value…
– Expected conversion rate: 35-40% (high-value prospects)
**Campaign 2: Off-Plan Investment Opportunities**
### – Call asset: “01 ZZZZ AAAA”…
– Call asset: “01 ZZZZ AAAA” (Investment consultation team)
– Conversion threshold: 60 seconds (investor interest)
### – Business hours: 09:00-18:00 weekdays only…
– Business hours: 09:00-18:00 weekdays only
– Expected calls: 40-60 per week
### – Expected conversion rate: 20-25% (broader…
– Expected conversion rate: 20-25% (broader audience)
By tracking these separately, the company understands that residential sales generate fewer but higher-quality calls, while investment opportunities generate higher volume with lower conversion rates. Budget allocation and keyword strategy adjust accordingly.
### Integration with Your CRM
Call tracking data becomes powerful only when integrated with your CRM. Google Ads shows you metrics, but your CRM shows you outcomes.
Step 1: Export Call Details from Google Ads
### Navigate to Reports > Call Details…
Navigate to Reports > Call Details in your Google Ads account. Export this report daily or weekly. The report includes:
– Date and time of call
### – Duration…
– Duration
– Caller’s area code
### – Keyword that triggered the ad…
– Keyword that triggered the ad
– Campaign and ad group
### – Call status (converted or not)…
– Call status (converted or not)
Step 2: Import into Your CRM
### Most modern CRMs (HubSpot, Salesforce, Pipedrive)…
Most modern CRMs (HubSpot, Salesforce, Pipedrive) have Google Ads integrations. Connect your Google Ads account to your CRM, and call data syncs automatically. If your CRM doesn’t have native integration, you can:
– Export to CSV and import manually
### – Use Zapier or Make to…
– Use Zapier or Make to automate the flow
– Build a custom API integration using Google Ads API
### Step 3: Measure True Conversion…
Step 3: Measure True Conversion
Here’s where the magic happens. Google Ads shows you that 51 calls converted from a keyword. Your CRM shows you that only 18 of those calls became customers. That’s your actual conversion rate: 35%, not Google’s 100%.
### This distinction matters enormously for bidding….
This distinction matters enormously for bidding. If keyword X generates 100 calls monthly, with a 35% conversion rate to customers, and each customer generates 500 EUR in profit, then that keyword is worth approximately 17,500 EUR per month in revenue. You can bid aggressively for it.
### Call-Only Campaign Setup: The Legacy Approach (Until February 2027)
For businesses still running call-only ads, understanding the setup mechanics helps with migration. Call-only campaigns have specific requirements:
#### Step 1: Create a Campaign with Call-Only Ads
In your Google Ads account:
1. Click “+ New Campaign”
### 2. Select Search Network…
2. Select Search Network
3. Name it “Call-Only Campaign [Location/Service]”
### 4. Set locations, languages, and devices…
4. Set locations, languages, and devices (mobile-preferred or mobile-only recommended)
#### Step 2: Configure Call Bidding
Call-only ads use call conversions as the primary metric. Set your bidding strategy:
– **Target CPC (Cost Per Call)**: Bid a maximum amount you’ll pay per call. For a dentist, this might be 3 EUR per call. For a luxury real estate agent, it might be 25 EUR per call.
### – **Maximize Conversions**: Let Google optimize…
– **Maximize Conversions**: Let Google optimize bid automatically to maximize total calls within your budget.
Example: A plumbing service sets “Target CPC” to 4 EUR, expecting 20-25 calls daily from a 300 EUR budget.
#### Step 3: Create Call-Only Ads
The ad structure is simpler than RSAs:
– **Headline 1**: “Emergency Plumbing Service”
### – **Headline 2**: “24/7 Available”…
– **Headline 2**: “24/7 Available”
– **Description**: “Burst pipes, leaks, blockages. Call now for same-day repair.”
### – **Phone**: Your verified number…
– **Phone**: Your verified number
– **Message option** (optional): Pre-filled text message when someone clicks (e.g., “Hi, I need plumbing repairs”)
#### Step 4: Landing Page Consideration
Call-only ads don’t use landing pages in the traditional sense. However, Google recommends having a contact page or services page. If a user’s phone can’t make calls (they’re at work, in a noisy environment), they can still visit your website.
### Setting Business Hours and Call Routing
Business hours are essential for controlling when your ads appear and when calls route to your team.
Go to your campaign settings or call asset settings and define:
### – **Monday-Friday**: 09:00-18:00…
– **Monday-Friday**: 09:00-18:00
– **Saturday**: 10:00-16:00
### – **Sunday**: Closed…
– **Sunday**: Closed
– **Special hours** (holidays): Define separately
### When you set business hours:…
When you set business hours:
1. Ads are less likely to appear outside those hours (but can if bid is high)
### 2. Your forwarding number is less…
2. Your forwarding number is less visible outside those hours
3. Calls outside business hours go to voicemail
### Important: Google still tracks calls outside…
Important: Google still tracks calls outside business hours for reporting. You see all call activity, not just calls during business hours. This is valuable for understanding demand patterns.
Example data for a home renovation company in Nice:
### – Weekday 09:00-18:00 calls: 45% of…
– Weekday 09:00-18:00 calls: 45% of total
– Weekday evening (18:00-22:00) calls: 20% of total
### – Weekend calls: 25% of total…
– Weekend calls: 25% of total
– Late night (22:00-09:00) calls: 10% of total
### The company realizes that 30% of…
The company realizes that 30% of demand falls outside business hours. They can either:
– Hire evening/weekend staff to handle those calls
### – Use call recording and callbacks…
– Use call recording and callbacks to capture late-night inquiries
– Accept that some demand is being missed
### This insight is only possible because…
This insight is only possible because call tracking captures all incoming calls, regardless of business hours.
## Conversion Tracking for Calls: Advanced Implementation
### The Conversion Tracking Hierarchy
Google Ads tracks conversions at multiple levels:
**Level 1: Call Conversion (First Touch)**
### A call is answered and meets…
A call is answered and meets your duration threshold. This is the easiest conversion to track but the least valuable because it doesn’t measure actual business outcomes.
**Level 2: Call-to-Lead Conversion (CRM Touch)**
### A call comes in, your team…
A call comes in, your team logs it in your CRM, and marks it as a qualified lead. This requires manual work but gives you better data than call duration alone.
**Level 3: Call-to-Customer Conversion (Revenue Touch)**
### A prospect calls, qualifies as a…
A prospect calls, qualifies as a lead, and eventually becomes a customer. This is your true conversion metric. Many calls are false positives (wrong number, just browsing), but some calls become paying customers.
**Level 4: Call-to-Revenue Conversion (Business Impact)**
### A customer from a phone call…
A customer from a phone call becomes a repeat customer or generates referrals. Now the lifetime value of that call is clear.
Most advertisers track only Level 1. Sophisticated advertisers track Levels 3 and 4.
### Setting Up Conversion Values for Calls
Google Ads allows you to assign monetary values to conversions. If you know that a call has a 40% probability of becoming a customer worth 250 EUR average, you can set the conversion value to 100 EUR (40% x 250 EUR).
Steps:
### 1. In your Google Ads account,…
1. In your Google Ads account, go to Tools & Settings > Conversions
2. Create a new conversion action called “Call Conversion (35% to Revenue)”
### 3. Set Conversion Type: “Phone Call”…
3. Set Conversion Type: “Phone Call”
4. Set Conversion Value: 87.50 EUR (example: 35% x 250 EUR average customer value)
### 5. Set Attribution Model: “Last Click”…
5. Set Attribution Model: “Last Click” (the call was the final touch before purchase)
Now when you see metrics like “Conversions” or “Conversion Value,” Google is showing you estimated revenue impact, not just call count.
### Example: A consulting firm tracks these…
Example: A consulting firm tracks these metrics after setting conversion values:
– Calls from Google Ads: 120 per month
### – Calls meeting duration threshold: 85…
– Calls meeting duration threshold: 85 (71%)
– Calls converted to leads in CRM: 68 (80% of tracked calls)
### – Leads converted to customers: 24…
– Leads converted to customers: 24 (35% of leads)
– Customer value (average): 3,500 EUR
### – Total revenue from calls: 84,000…
– Total revenue from calls: 84,000 EUR (24 customers x 3,500 EUR)
– Cost of calls: 5,100 EUR
### – Return on ad spend: 16.5x…
– Return on ad spend: 16.5x (84,000 EUR / 5,100 EUR)
Without conversion value tracking, they’d see: “120 calls, 5,100 EUR spend, 120 conversions” (if all calls are counted as conversions). With conversion value tracking, they see: “120 calls, 5,100 EUR spend, 84,000 EUR revenue.” The story is completely different.
### Handling Multichannel Conversions
Many prospects use multiple channels before calling. They might see your Google ad, visit your website, read reviews, then call. How do you attribute that conversion?
Google Ads offers several attribution models:
### **Last Click**: The call gets 100%…
**Last Click**: The call gets 100% credit. The call was the final touch, so it deserves all credit.
**First Click**: The Google ad gets 100% credit. The initial impression drove the interest.
### **Linear**: All touchpoints share credit equally….
**Linear**: All touchpoints share credit equally. Website visit, organic search result, and finally call each get 33% credit.
**Time Decay**: Recent touchpoints get more credit. The call gets 40%, the website visit gets 35%, the organic search gets 25%.
### For call-focused campaigns, “Last Click” or…
For call-focused campaigns, “Last Click” or “First Click” typically makes sense. For complex B2B sales, “Time Decay” or “Linear” better reflects reality.
### Preventing Spam and Invalid Calls from Skewing Conversion Data
Not all calls that meet your duration threshold are legitimate. Some are:
– Wrong numbers (“I was trying to call my friend”)
### – Automated calls or chatbots…
– Automated calls or chatbots
– Competitors calling to gather information
### – Spam calls from telemarketers…
– Spam calls from telemarketers
Steps to filter these:
### 1. **Manual review**: Listen to a…
1. **Manual review**: Listen to a random sample of recorded calls (if call recording is enabled). Identify patterns of invalid calls.
2. **CRM tagging**: When your team logs a call in the CRM, ask them to tag it: “Valid lead,” “Wrong number,” “Spam,” “Competitor,” “Not qualified.”
### 3. **Conversion adjustments**: If you identify…
3. **Conversion adjustments**: If you identify that 15% of your calls are invalid (wrong number, spam), adjust your conversion threshold upward. Instead of 30 seconds, use 45 seconds to filter out quick hang-ups.
4. **Review conversion actions**: In Google Ads, you can mark specific conversions as invalid (if you have the conversion ID). This adjusts your reporting data.
### Example: A pest control company in…
Example: A pest control company in Bordeaux notices that 20% of their calls are “Wrong number” (people dialing their number by accident or using old listings). They adjust their approach:
– Original threshold: 30 seconds, 100 calls daily, 100 conversions recorded
### – Adjusted threshold: 50 seconds, 75…
– Adjusted threshold: 50 seconds, 75 calls daily, 60 conversions recorded (40% filtered out)
– Actual customer conversion rate: 20 of 60 tracked calls become customers (33%)
### Now their metrics reflect reality, and…
Now their metrics reflect reality, and their bid strategy is based on actual customer acquisition, not phantom calls.
## Call Assets Best Practices
### Use Local Area Codes
Searchers trust local numbers more than 0800 numbers. A business in Bordeaux using “05 XX XX XX XX” gets higher call-through rates than one using “0800 123 456.”
Google Ads allows you to request forwarding numbers with specific area codes. Use this feature.
### Set Call Reporting Schedules
Calls at 2 AM waste your budget and annoy customers who answer. Define your business hours in the call asset settings:
– **Monday-Friday:** 09:00-18:00
### – **Saturday:** 10:00-16:00…
– **Saturday:** 10:00-16:00
– **Sunday:** Closed
### Google will still track calls outside…
Google will still track calls outside these hours (for analytics), but your forwarding number won’t appear in ads during closed times.
### Match Call-Focused Copy
If your call asset is prominent, your ad copy should match. Don’t show a phone number and then write copy focused on landing page visits.
Example: A software company selling to enterprises (B2B SaaS) might deprioritize call assets because their decision cycle requires product demos and documentation, not phone conversations. A real estate agency selling 500,000 EUR apartments in Paris absolutely needs visible call assets because phone calls close deals.
### Call Duration Strategy
Test different thresholds over 30 days. A marketing agency might start with 45 seconds, then adjust based on:
– What percentage of calls meet the threshold (track via Reports > Call Details)
### – Average call duration…
– Average call duration
– Whether the calls generate actual business
### If 85% of your calls last…
If 85% of your calls last longer than 45 seconds and convert to customers, 45 seconds is the right threshold. If only 20% do, raise it to 60 or 90 seconds.
## Migration Steps: From Call-Only Ads to Call Assets
Migration isn’t complicated, but it requires systematic execution.
### Step 1: Audit Your Existing Call-Only Ads
Log into your Google Ads account and navigate to Ads & Extensions > Ads. Filter for call-only ads.
For each call-only ad, document:
### – The phone number…
– The phone number
– The campaign it’s in
### – The ad group it’s in…
– The ad group it’s in
– Current performance (click-through rate, conversions)
### – Current bid…
– Current bid
If you have 50 call-only ads across 10 campaigns, this documentation is essential. You’ll use it to build replacement responsive search ads and call assets.
### Step 2: Create Responsive Search Ads
For each call-only ad, create a new responsive search ad in the same ad group with:
– Headlines that include your value proposition (“Free consultation,” “Same-day service,” “Expert advice”)
### – Descriptions that reference phone contact…
– Descriptions that reference phone contact (“Call now for emergency repairs,” “Speak to a specialist today”)
– Your business URL and landing page
### Example: A veterinary clinic in Nice…
Example: A veterinary clinic in Nice migrating from a call-only ad:
**Old call-only ad:**
### – Headline: “Emergency Vet Services Nice”…
– Headline: “Emergency Vet Services Nice”
– Description: “24/7 animal care. Call now.”
### – Phone: “04 XX XX XX…
– Phone: “04 XX XX XX XX”
**New responsive search ad:**
### – Headline 1: “24/7 Emergency Vet…
– Headline 1: “24/7 Emergency Vet Services in Nice”
– Headline 2: “Experienced Veterinarians, Compassionate Care”
### – Headline 3: “Same-Day Appointments Available”…
– Headline 3: “Same-Day Appointments Available”
– Description 1: “Emergency and routine care for all animals. Call our team today.”
### – Description 2: “Certified veterinarians with…
– Description 2: “Certified veterinarians with 15+ years experience. Available nights and weekends.”
– Final URL: “https://example.fr/emergency-care”
### Step 3: Create Call Assets
Navigate to Assets > Call Assets. Create new call assets with:
– Your verified phone number
### – Business hours schedule…
– Business hours schedule
– Local area code if available
### – Call reporting enabled…
– Call reporting enabled
Assign these call assets to the campaigns or ad groups where you previously ran call-only ads.
### Step 4: Pause Call-Only Ads
Once your responsive search ads and call assets are running and gathering data (typically 2 weeks), pause the old call-only ads. Don’t delete them initially; pausing allows you to reactivate if needed.
### Step 5: Monitor and Optimize
After pausing call-only ads, monitor for one full month:
– Compare call volume: Are you getting fewer calls? More calls? Similar volume?
### – Compare call quality: Are calls…
– Compare call quality: Are calls lasting longer or shorter? Is conversion rate up or down?
– Compare cost per conversion: Is your cost per call-generated conversion increasing or decreasing?
### A B2B software company in Paris…
A B2B software company in Paris might see this comparison:
**Call-only ads (month before migration):**
### – 145 calls…
– 145 calls
– 35 converted (24% conversion rate)
### – 125 EUR cost per conversion…
– 125 EUR cost per conversion
**Call assets in RSAs (month after migration):**
### – 178 calls…
– 178 calls
– 51 converted (29% conversion rate)
### – 98 EUR cost per conversion…
– 98 EUR cost per conversion
This company should fully commit to call assets and allocate more budget to this channel.
## Google Forwarding Numbers: What You Need to Know
Google forwarding numbers are the backbone of call tracking. Understanding their mechanics prevents frustration.
### How They Route Calls
When someone calls a Google forwarding number:
1. Google receives the call
### 2. Google logs the call data…
2. Google logs the call data (duration, time, caller area code, etc.)
3. Google routes the call to your actual business number
### 4. If you answer and the…
4. If you answer and the call lasts past your threshold, it’s recorded as a conversion
5. If you don’t answer, the caller hears a voicemail
### This routing happens in real-time with…
This routing happens in real-time with no noticeable delay to the caller.
### Reporting and Data Export
Your call data lives in three places:
1. **Google Ads interface**: Reports > Predefined Reports > Extensions > Call Details
### 2. **Google Ads API**: For integration…
2. **Google Ads API**: For integration with your own CRM or dashboard
3. **Google Sheets**: Export data directly to sheets for custom reporting
### A call center for a busy…
A call center for a busy medical practice might export daily call reports to Google Sheets, then use formulas to calculate:
– Which keywords drive the most calls
### – Which time slots get the…
– Which time slots get the most call volume
– Which campaigns have the highest cost per call
### This data drives bidding decisions and…
This data drives bidding decisions and budget allocation.
## Real-World Migration Timeline
### Week 1-2: Preparation
– Audit all existing call-only ads
– Verify phone numbers
### – Ensure Google forwarding numbers are…
– Ensure Google forwarding numbers are enabled
### Week 3-4: Creation
– Build responsive search ads
– Create call assets
### – Assign call assets to campaigns…
– Assign call assets to campaigns and ad groups
### Week 5-6: Testing
– Run old and new ads simultaneously
– Gather baseline performance data
### – Monitor call quality and duration…
– Monitor call quality and duration
### Week 7-8: Transition
– Pause call-only ads after sufficient data
– Monitor responsive search ad performance
### – Adjust headlines, descriptions, and call…
– Adjust headlines, descriptions, and call asset placement based on data
### Week 9+: Optimization
– A/B test different headlines and descriptions
– Optimize call asset placement (account vs. campaign vs. ad group level)
### – Adjust bidding based on call…
– Adjust bidding based on call metrics
– Document what works for future campaigns
### For a small agency running 20…
For a small agency running 20 call-only ads, this timeline takes 8-10 weeks. For a large company with 500+ call-only ads, plan 12-16 weeks and assign a dedicated team.
## Key Performance Indicators to Track
After migration, these metrics matter most:
### Call Volume
– Calls from ads (tracked via Google Ads)
– Calls to forwarding numbers on your website
### – Total inbound calls attributed to…
– Total inbound calls attributed to paid search
### Call Quality
– Average call duration
– Percentage of calls that meet your conversion threshold
### – Call-to-customer conversion rate (calls that…
– Call-to-customer conversion rate (calls that result in sales)
### Cost Efficiency
– Cost per call
– Cost per converted call
### – Cost per customer acquired via…
– Cost per customer acquired via calls
### Attribution
– Which keywords drive the most calls
– Which campaigns have the best call-to-customer rate
### – Which ad groups attract the…
– Which ad groups attract the highest-quality callers
A fitness boutique tracking these metrics might discover that keywords like “personal training near me” generate 3x more calls than “gym in [city],” even though the latter has higher search volume. This discovery would shift their entire keyword strategy and budget allocation.
## Avoiding Common Migration Mistakes
### Mistake 1: Incomplete Phone Number Verification
If your phone number isn’t verified, your ads disappear. Verify before launching. This isn’t optional.
### Mistake 2: Ignoring Call Duration Thresholds
Setting your threshold too low floods you with spam calls; setting it too high excludes genuine inquiries. Test empirically, don’t guess.
### Mistake 3: Inconsistent Messaging
If your ad highlights a phone call but your landing page has no phone number, prospects feel deceived. Consistency between ad copy, call assets, and landing page is critical.
### Mistake 4: Not Setting Business Hours
Without business hours configured, your forwarding number appears in ads at midnight, wasting money and frustrating late-night searchers. This is a common leak in ad spend.
### Mistake 5: Failing to Monitor Performance
Migration isn’t a one-time event. Monitor call metrics daily for the first 30 days, then weekly for 90 days. Early intervention prevents budget waste.
## Conclusion: Your Migration Deadline
Google’s decision to sunset call-only ads is final. February 2027 is firm. But this isn’t a loss: migrating to call assets within responsive search ads actually improves your results. Advertisers who’ve migrated report higher conversion rates, lower costs per call, and better call quality.
Start your migration immediately. Your timeline: audit this week, build and launch next week, monitor for 30 days, then optimize. The companies that move first will capture the calls their slower competitors are leaving on the table.
### The future isn’t call-only ads. It’s…
The future isn’t call-only ads. It’s intelligent, context-rich call assets embedded in responsive search ads. That future is now.
Read next: Audit | Scripts and Automation | A/B Testing | Ads Reporting