If your business relies on phone enquiries, you may have heard that Google is phasing out Call Campaigns by 2027. While this might sound concerning at first, the reality is that there are strong alternatives already available and most businesses will be able to transition smoothly.
What Are Call Campaigns?
Call Campaigns are a type of Google Ads campaign designed specifically to drive phone calls. Instead of directing users to a website, these ads encourage people to call your business directly from search results.
They’ve been particularly popular with service-based businesses such as plumbers, electricians, and professional services where a phone call is often the fastest path to conversion.
What’s Changing?
Google has announced that:
- No new Call Campaigns will be able to be created
- Existing Call Campaigns will continue to run for now
- All Call Campaigns will be phased out by 2027
This means businesses currently relying on them will need to plan a transition over the next couple of years.
Why Is Google Making This Change?
While Google hasn’t provided one single reason, the shift aligns with broader trends in digital advertising:
- More automation
Google is moving towards campaign types that use machine learning to optimise performance across multiple channels. - Broader campaign formats
Campaigns like Performance Max allow ads to appear across Search, Display, YouTube, and more, rather than being limited to one format. - Improved tracking and insights
Newer campaign types provide better visibility into how users interact before converting, not just the final action.
What This Means for Your Business
If you rely heavily on phone leads, this change is important, but it’s not a step backwards.
What you may notice over time:
- A shift away from single-purpose campaigns
- More emphasis on multi-channel visibility
- Greater focus on the full customer journey
The key is to ensure your strategy still prioritises phone enquiries, even if the campaign type changes.
What Are the Alternatives?
There are several effective options already available:
- Search Campaigns with call assets
These allow users to call directly from your ads while still supporting website visits. - Performance Max campaigns
These can drive leads across multiple placements, including calls, while using Google’s automation to optimise results. - Landing pages designed for calls
Clear messaging, click-to-call buttons, and strong calls to action can significantly improve phone conversions. - Local SEO and Google Business Profile optimisation
Many phone enquiries come directly from search listings and maps, not just paid ads.
The Bottom Line
Google phasing out Call Campaigns is part of a broader shift towards more integrated and automated advertising. While the change requires some adjustment, it also opens up new opportunities to improve lead quality and visibility.
The most important thing is to plan ahead and ensure your lead generation strategy continues to support how your customers prefer to contact you.
If you’d like help reviewing your current campaigns or planning the transition, Concept Designs & Marketing is here to help. Book in a consultation today to get started.
Frequently Asked Questions
1. What are Google Call Campaigns?
Google Call Campaigns are a type of ad that encourages users to call your business directly from search results instead of visiting a website.
2. Is Google removing Call Campaigns completely?
Yes. Google is phasing them out, with no new campaigns allowed and existing ones expected to be discontinued by 2027.
3. When will Call Campaigns stop working?
Existing campaigns will continue for now, but all Call Campaigns are scheduled to be phased out by 2027.
4. Why is Google phasing out Call Campaigns?
Google is shifting towards more automated and flexible campaign types that can deliver results across multiple channels and provide better tracking.
5. Will this affect businesses that rely on phone leads?
Yes, especially if Call Campaigns are a key part of your strategy. However, there are effective alternatives available that can still generate phone enquiries.
6. What is the best alternative to Call Campaigns?
Search campaigns with call assets are one of the most direct alternatives, allowing users to call your business from ads while still supporting website visits.
7. Can Performance Max campaigns generate phone calls?
Yes. Performance Max campaigns can drive phone enquiries while also increasing visibility across Google’s network.
8. How can I continue getting phone enquiries without Call Campaigns?
By using a mix of Search campaigns with call features, strong landing pages with click-to-call options, and optimised Google Business Profiles.
9. Should I stop using Call Campaigns now?
Not necessarily. They can still perform well, but it’s a good idea to start testing alternative campaign types before the phase-out.
10. Do I need to change my entire Google Ads strategy?
Not entirely, but you may need to adjust your approach to ensure your campaigns continue to generate phone leads effectively.
