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.
