Google is retiring call-only ads. You can’t create new ones anymore, and in February 2027, every call-only ad still running will stop showing. Not slow down. Complete stop.

Before you panic, phone leads aren’t going anywhere. Google is just changing how you get them. And if someone’s told you Local Services Ads (LSA) are the replacement, unfortunately, they’re not available in Australia yet.

So what do you do instead? There are some good alternatives that can do exactly what LSAs are usually pitched for: getting local customers to call you straight from Google. And we can help tradies make that happen.

What’s Changing With Call-Only Ads (and When)

Call-only ads have been a go-to for tradies for years. They only show on phones, and instead of sending people to a website, the whole ad is basically one big “call now” button. Someone searches “electrician near me,” taps your ad, and your phone rings. Simple.

That’s what’s going away, and Google has already started the transition:

• February 2026: Google removed the option to create new call-only ads. If you don’t already have one, you can’t make one.
• February 2027: every existing call-only ad stops showing. No impressions, no calls.

Until then, your current call-only ads will keep running, but they’re on borrowed time. You can’t build new ones, so if you remove one or want to advertise a new service or suburb, there’s no replacing it.

Call-only ads without a website link attached won’t be switched over automatically. So, if you’ve never had a landing page connected to your ads, don’t stress. We’ll walk through exactly what you need.

Why Is Google Retiring Call-Only Ads?

Google is retiring call-only ads because it wants all search ads running through one flexible format, responsive search ads (RSA), and because call-only ads made it too easy for scammers to pose as real businesses.

This isn’t about call-only ads performing badly. Phone calls are still one of the most valuable leads an ad can get you. In Invoca’s 2026 home services benchmarks, 45% of phone leads were booked during the call itself.

Responsive search ads have been Google’s standard search ad format since 2022. You give Google a bunch of headlines and descriptions, and it tests different combinations to find what works best for each search, with its AI doing more of the matching behind the scenes. A fixed, phones-only format like call-only ads just didn’t fit.

Then there’s the scam problem. Because call-only ads didn’t need a website, dodgy operators could pose as legitimate businesses with nothing but a phone number. Now every new call ad needs a landing page and a business name attached.

So the goal hasn’t changed. Google still wants people calling businesses like yours. It’s just changing the ad that gets them there.

What to Switch To: Responsive Search Ads With Call Assets

Google’s official replacement for call-only ads is a responsive search ad with a call asset attached. Your phone number still shows in the ad, so people can call you straight from Google. They can also tap through to your website if they want more info first.

How It Works

A responsive search ad is built from parts. You write up to 15 headlines and four descriptions, and Google mixes and matches them to suit each search. A call asset adds your phone number to the ad, and on a phone, it appears as a call button.

Google decides when to show your call asset, so it won’t appear on every ad. That’s why your landing page matters more than it used to.

You’ll Need a Landing Page

Every new call ad now needs a website link. If you’ve been running call-only ads, you may never have had one connected, and that’s okay. It doesn’t need to be fancy, but it should:

• Load quickly on a phone.
• Show your number at the top as a tap-to-call button.
• Match the service in the ad, so someone searching “hot water repairs” lands on a hot water page, not your homepage.
• Tell people where you work and why they should call you.

If you’re new to Google Ads, our tips for local business advertising with Google Ads cover the basics.

​Not every tradie has a website ready to go, though. If that’s you, you’ve probably wondered if there’s still a way to get calls from Google without one. There is, and it’s called Local Services Ads. Just not in Australia yet.

Can Australian Tradies Use Google Local Services Ads?

No. Google Local Services Ads aren’t currently available in Australia. They only run in the US, Canada, the UK and a handful of European countries.

LSAs sit right at the top of Google’s search results. Instead of paying per click, businesses pay per lead, and they can earn a trust badge by passing Google’s background, license, and insurance checks. It’s easy to see why they sound appealing, especially if you’ve relied on call-only ads.

You can check the availability yourself. When you start the Local Services Ads sign-up, Google will ask you to choose your country, and Australia isn’t one of the options.

Why Aren’t They Available Here?

Google hasn’t explained why, nor has it announced any plans to launch LSAs here.

What we do know is that Google is moving LSAs into the main Google Ads platform, with accounts outside the US switching over in 2027. It’s not exactly a promise that they’re coming here, but it shows Google is still investing in the product.

What About the Google Guaranteed Badge?

In October 2025, Google replaced the Google Guaranteed badge with a new Google Verified badge. Businesses that pass Google’s LSA screening can display the badge as a sign they’ve been checked. But since LSAs aren’t available in Australia, Aussie businesses can’t get the Google Verified badge either.

Is There Anything Similar in Australia?

The closest thing is lead platforms like hipages, where you pay to access job leads. Just keep in mind that those leads can go to up to three tradies, so you’ll often be quoting against competitors.

Getting Ready In Case They Launch Here

The things that would help most if LSAs arrive are worth doing now anyway: collect reviews, keep your Google Business Profile up to date, and answer your phone. All three help you win work on Google today, with or without LSAs.

Call-Only Ads vs Call Assets vs Local Services Ads

Here’s how your old call-only ads stack up against their replacement and Local Services Ads.

How to Switch From Call-Only Ads to Responsive Search Ads

Finding out if you’re affected takes about five minutes. Making the switch takes a bit longer, so here’s the full process, step by step.

1. Find your call-only ads. In Google Ads, go to your ads view and filter by ad type. Look for “call ads,” which is Google’s newer name for call-only ads. If nothing comes up, you’re not affected.
2. Get your landing page ready. Make sure it loads quickly on a phone, shows your number as a tap-to-call button, and matches the service you’re advertising.
3. Add your business name to your account or campaign settings.
4. Add your phone number as a call asset at the account or campaign level.
5. Create a responsive search ad in each ad group that has a call-only ad. Add your landing page link, at least three headlines (up to 15) and at least two descriptions (up to four). The wording of your old call-only ad is a good starting point.
6. Turn on Google Ads call tracking, so you can see which calls came from your ads.
7. Set your ad schedule to match when someone can pick up.
8. Remove your call-only ad once the new one is running. Wait until your responsive search ad is approved and performing, so your calls don’t dip during the switch.

What Happens if You Don’t Switch?

In February 2027, your call-only ads will stop showing completely. They won’t slowly lose performance. They’ll just stop.

But there’s still time. Starting now gives you a few months to set up your new ads, let them settle in, and make sure the calls keep coming before the old ones switch off.

Don’t have the time or headspace for this? Fair enough, you’ve got a business to run. We can take the whole switch off your plate with our Google Ads for tradies service, from setting up your new ads to tracking the calls they bring in, so you can get back to the jobs that pay the bills.

Let’s make the switch together

You’ve made it this far, so you already know more than most. If you’d like someone in your corner for the rest, book a free Custom Performance Strategy Session. We’ll look over your account with you, tell you plainly where you stand, and sort out a plan that fits your business.