Google Ads Update: Call-Only Ads Are Ending

Learn about the latest Google Ads update and how travel agencies can replace call-only ads with better strategies.

Blog•February 12, 2026

Updated: October 2026

Google is replacing call-only ads. Learn how to adapt your strategy and keep generating leads.

Aashif Ansari

Founder, Wish Grow™

10 min read

What's Changing

Google has announced major changes:

Feb 2026: No new call-only ads can be created

Feb 2027: Existing call-only ads will stop running

⇢ This means your current strategy may stop working.

What Replaces Call-Only Ads

Old Strategy

Call-Only Ads

Sunset Feb 2027

New Strategy

Responsive Search Ads + Call Assets

More flexible, scalable & optimized

Impact on Travel Businesses

Travel agencies rely heavily on:

  • Direct calls
  • Quick bookings
  • High-intent users

If you don't adapt:

  • You will lose leads
  • Your ads will stop
  • Competitors will take over

How to Generate Calls Now

1. Responsive Search Ads

  • Multiple headlines
  • Google optimizes automatically

2. Call Assets

  • Add phone number
  • Enable call tracking
  • Show call button in ads

3. Landing Page Optimization

  • Add click-to-call buttons
  • Mobile-friendly design

Winning Framework

⇢ Step-by-step:

  • Create RSA campaigns
  • Add call extensions
  • Target high-intent keywords
  • Optimize for mobile users

Travel Ad Example

Keyword:

"Goa tour package price"

Ad Strategy:

  • Show responsive ad
  • Add call button
  • User clicks → calls

⇢ Same result, better system.

Mistakes to Avoid

  • Still relying on call-only ads
  • Not adding call extensions
  • No mobile optimization
  • Poor landing page

What You Should Do Now

1

Audit your Google Ads

2

Stop using call-only ads

3

Create RSA campaigns

4

Add call assets

5

Optimize for conversions

Adapt or Lose Leads

Google Ads is evolving.

Travel agencies that adapt early will:

  • Get cheaper leads
  • Stay ahead of competitors
  • Scale faster

Ready to capture travellers already searching? Explore our Google Ads management for travel agencies.

Get a free audit

Also Read

AdsFacebook Ads vs Google Ads for Travel AgenciesRead moreGoogle AdsWhat Is the Best Ad Platform for a Tour Company?Read moreGoogle AdsHow Tour Operators Can Run Profitable Google AdsRead more

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