Starting next year, Google Ads will be transitioning call ads to responsive search ads, making it easier for advertisers to manage their assets while accessing new features. Here’s a quick guide on what’s changing, how to prepare, and the benefits of making the switch.

What’s changing?

With the sunsetting of call ads, responsive search ads (RSAs) will now support features previously exclusive to call ads. Advertisers will need to update their existing call ads to include assets like a landing page URL and a business name, either at the campaign or account level. New call ads created in the future will also require a landing page, but existing call ads without a final URL will not migrate automatically.

Steps to upgrade your call ads

1. Add your business name:

• In Google Ads, navigate to “Campaigns.”
• Click on “Assets” from the section menu, then “+ Business name.”
• Choose where you’d like to add it (at the account or campaign level), type in your business name, and click “Apply.”

2. Add a final URL to an existing call ad:

• Select the ad you’d like to update in the “Campaigns” section.
• Choose “Edit” and go to “Call ads.”
• In the right panel, enter a URL in the “Final URL” text box, then click “Apply.”

3. Create a responsive search ad:

• Go to the “Campaigns” section and select “Ads.”
• Click the “+” button, then select “Responsive search ad.”
• Add the final URL, display path, headlines (minimum 3, up to 15), and descriptions (minimum 2, up to 4).
• Once done, click “Save.”

Benefits of upgrading to responsive search ads

• Flexibility: RSAs allow for dynamic combinations, enabling Google Ads to tailor ads that best fit user searches and increase engagement.
• Increased reach: RSAs can drive both phone calls and online interactions, offering multiple ways to connect with your audience.
• Greater control: With RSAs, you’ll manage more elements, like headlines and descriptions, to fine-tune your messaging.

This change won’t impact ad performance or existing assets. By preparing now, you can easily transition your call ads to responsive search ads and take advantage of these new features for a more flexible, efficient advertising experience.

For more details, read Google’s official announcement here.