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Transition from call ads to responsive search ads with call assets

January 5, 2026

Author: Sean H.

Google Is Killing Call-Only Ads: Here’s What You Need to Do

If you’ve been running Google Ads for a while, you may have gotten an email recently with the subject line “Action Required: Transition from call ads to call assets.” Google has been talking about this change for a while, but now it’s official. Call-only ads are going away, and if you don’t make some updates, your ads will stop showing.

Here are the key dates:

February 2026 is when you lose the ability to create new call-only ads. February 2027 is when your existing call-only ads stop running entirely.

So you have time, but not unlimited time. Let’s walk through what this means and what you need to do.

First, Check If This Even Affects You

Not everyone needs to worry about this. Call-only ads are a specific ad type where the only thing the ad does is trigger a phone call. There’s no website link. When someone taps the ad, it just dials your number. These were popular with service businesses like plumbers, auto repair, locksmiths, and anyone else who just wanted the phone to ring.

If you’re running regular search ads that happen to have a phone number attached, you’re already set up the way Google wants. That phone number is a “call asset,” and you’re good to go.

To check, log into your Google Ads account and look at your ads. If you see ads that have a website URL and a phone number, those are search ads with call assets. You’re fine. If you see ads where the only action is “Call” with no website destination, those are call-only ads, and those are the ones you need to replace.

Why Google Is Making This Change

Google wants everyone using responsive search ads. These are the ads where you provide multiple headlines and descriptions, and Google’s system mixes and matches them to find the best performing combinations for different searches.

The old call-only ads were simple. You wrote your headlines, attached your phone number, and that was it. Google is moving away from that kind of static ad format across the board. They want the flexibility to test different combinations and optimize automatically.

Whether that’s actually better for your business is a fair question, but it’s the direction things are going and it is always good to stay in compliance.

How to Make the Switch

If you do have call-only ads that need to be replaced, here’s the process:

Start by documenting what you have. Look at your existing call-only ads and write down the headlines, descriptions, and which campaigns they’re in. Note the performance numbers too so you have a baseline to compare against later.

Next, create your call asset. Go to Assets in the left menu, then click the plus button and select Call. Enter your business phone number. You can set it to only show during your business hours, which is useful if you don’t want calls coming in at 10pm.

Then create a new responsive search ad in the same campaign or ad group where your call-only ad was running. You’ll need at least 3 headlines and 2 descriptions, but you can add up to 15 headlines and 4 descriptions. Use the copy from your old call-only ad as a starting point, then add variations.

Once your new responsive search ad is running with the call asset attached, let both ads run side by side for a few weeks. Compare the results. When you’re confident the new setup is performing well, pause the old call-only ad.

So to recap here is what you need to do:

Create responsive search ads with call assets.

This is the actual migration. You’ll need:

3-15 headlines (at least 3 required)
2-4 descriptions (at least 2 required)
A call asset attached at the campaign or ad group level with your phone number

Set up the call asset

This is under Assets > Call. You can set it to show only during business hours, which is nice for a service business like auto glass.

Let both run in parallel for a bit

Compare performance before sunsetting the old call-only ads.

Don’t Wait Until the Last Minute

You have until February 2027 before your call-only ads stop serving entirely, but I wouldn’t recommend waiting that long. Making the switch now gives you time to test and optimize. If something isn’t working, you want to find out while you still have your old ads as a backup.

If you need help with this transition or want someone to handle it for you, feel free to reach out.

Revitalize Your Marketing By Incorporating These 10 Often-Overlooked Holidays

May 20, 2025

Author: Eleanor Hecks

Uniquely marketable occasions that can transform your brand outreach into memorable moments. Kick the boring calendars to the curb and inject unexpected joy into your marketing campaigns with these 10 holiday gems. Often-overlooked holidays are ripe with potential to spark conversation, capture attention and build exciting, genuine connections without wading into crowded promotion seasons.

1. Opposite Day (January 25)

This playful holiday is where everything you say or do is the reverse. It’s a great marketing tactic for kids, families and anyone with a sense of humor — mostly younger parents and Gen Z who thrive on playful trends. You can launch an “opposite sale” where prices jokingly rise and watch engagement soar as people rush to “opt out” before the discounts appear.

2. Spouse’s Day (January 26)

This day lets you honor and appreciate your life partner — married or domestic — through gifts or quality time. While Valentine’s Day campaigns are fiercely competitive, this day lets you target couples who seek low-key celebrations.

Offer “surprise date night” bundles or co-branded gift sets. This appeals to couples of all ages, especially the busy folks who love meaningful gestures minus the February 14 hype.

3. Star Wars Day (May 4)

“May the Fourth Be With You” leads this fan-driven holiday that honors the Star Wars saga. It’s perfect for pop-culture fans, sci-fi enthusiasts and families.

Just about any business — from bookstores to restaurants — can ride this wave and enjoy spirited engagement. You can host a “force” themed contest, offer discounts for those dressed up like their favorite characters or have “Yoda-approved” product deals, targeting geek-culture enthusiasts from Gen X to Gen Z.

4. Random Acts of Kindness Day (February 17)

This celebration promotes pay-it-forward gestures and spontaneous actions. It’s perfect for everyone, but especially nonprofits and community-oriented groups.

Get your brand out there by encouraging customers to nominate someone deserving of a free service or gift, then highlight these moments in your social media or newsletter. This strategy engages socially aware demographics and boosts your enterprise’s empathy quotient.

5. National Siblings Day (April 10)

This is a day to celebrate bonds between siblings, and is great for all types and sizes of families, including found families and blended households. Offer “siblings save together” promotions or two-for-one deals that appeal to all ages. Drive emotional connections by inviting your customers or followers to share their photos and stories online.

6. Ada Lovelace Day (Second Tuesday in October)

This day celebrates women’s achievements in STEM by honoring the 19th-century mathematician credited as the first computer programmer. It connects deeply with educators, STEM enthusiasts, diversity advocates and anybody passionate about lifting women’s contributions across generations.

Marketers can share “Women Who Code” stories, host workshops and partner with nonprofits to position their brand as champions of inclusion. Women-owned businesses are also more likely to be small, and less than 1% of such entities make over $1 million in sales. Partnering with them could make these marketing efforts feel more genuine to the public.

7. World Emoji Day (Jul 17)

As its name suggests, this day celebrates emojis and how they make digital communications more appealing. Marketing promotions on World Emoji Day will attract the mobile-first audience and social media natives, and there are many. Emojis transcend language and age barriers, making them a perfect tool for reaching a wide market.

8. International Coffee Day (October 1)

This day highlights the growing coffee culture and supports fair-trade growers. You can offer “brew and save” deals or promote stories about sustainable sourcing. This campaign resonates with busy professionals and students for whom coffee is a ritual, as well as Gen Z and Millennial consumers who prioritize ethical consumption.

9. Forget Me Not Day (November 10)

Forget Me Not Day is a call to reconnect with friends and family. To benefit from this occasion, you can offer referral discounts for customers who bring an old friend or special prizes to those who tag someone they haven’t seen in a long time on social media. It may also be an excellent opportunity to encourage people to give back, as this day recognizes disabled veterans in the U.S.

10. GivingTuesday (Tuesday After Thanksgiving)

Also often called the National Day of Giving Back, this day encourages community service and charity, making it suited for nonprofits, philanthropists and socially conscious consumers. GivingTuesday taps into the surge of holiday spending and generosity by aligning with cause-based marketing strategies. This is why it appeals to all age groups.

Ready for Your Next Quirky Holiday Campaign?

Your marketing calendar shouldn’t be limited to the usual suspects. By weaving in these lesser-known celebrations, you stand out in crowded newsfeeds and spark genuine conversations that build your brand.

Louisville Facebook Marketing Tips: Meta’s Ad Policies for 2024

November 12, 2023

Author: Gideon Harrington

Digital advertising is always changing, and staying informed about platform policies is important for creating impactful and compliant ads. For Louisville marketing teams looking to leverage Meta’s platforms effectively as we move into 2024, understanding and adhering to these policies is key to avoiding ad rejections and fostering customer engagement. In some cases it can also help increase your impressions.

Three essential Meta ad policies to keep in mind

Avoid Nonexistent Functionality in Ads Ensure that your ad creative is honest and functional. Ads should not contain deceptive features like “fake” video play buttons or other elements that suggest functionality that doesn’t exist. Familiarize yourself with Meta’s guidelines on nonexistent functionality to craft more trustworthy ads.
Respect Personal Attributes It’s important to create ads that are respectful and inclusive. Ads must not imply or make assumptions about a person’s race, ethnicity, religion, beliefs, or age. By following Meta’s personal attributes policy, you can create ads that resonate positively with diverse audiences.
Be Mindful of Personal Health and Appearance When promoting health-related products, it’s essential to do so in a way that doesn’t foster negative self-perception. Ads should be supportive and empowering, aligning with Meta’s policy on personal health and appearance. This approach not only ensures compliance but also builds trust with your audience.

Troubleshooting Rejected Ads: A Two-Step Approach

If your ad faces rejection, here’s how you can address it:

Edit and Resubmit Your Ad: Review the ad content for compliance with Meta’s policies. Update the imagery or text as needed to meet the guidelines. Once revised, resubmit your ad through the Ads Manager for approval.
Request Another Ad Review: If the reason for rejection is unclear or you believe it’s incorrect, don’t hesitate to request a further review. This step can provide clarification or potentially overturn an incorrect rejection.

For Louisville marketing teams, adapting to these policies is not just about compliance; it’s about crafting ad experiences that are effective, respectful, and engaging. By keeping these guidelines at the forefront of your digital advertising strategy, you can create campaigns that resonate with your audience while maintaining the integrity of your brand.

Avoiding Common Violations: A Guide for Louisville Marketers

To ensure your advertisements are both compliant and effective, it’s essential to recognize and avoid common pitfalls. Here’s a deeper dive into some frequent areas of confusion and how to navigate them:

Personal Attributes Ads should not assert or imply anything about personal attributes. This includes avoiding direct or indirect references to a person’s race, ethnicity, religion, beliefs, or age. Example of Violation: Using phrases like “Are you disabled? We can help!” directly addresses the user and implies a personal attribute, which is not allowed.
Personal Health and Appearance Avoid creating a negative self-perception in your ads, especially when promoting diet, weight loss, or other health-related products. Example of Violation: Using before-and-after images to display idealized outcomes can be misleading and is discouraged.
Low Quality or Disruptive Content Ensure that your ads do not lead to external landing pages that offer an unexpected or disruptive experience. This includes avoiding misleading headlines or prompts for unnatural interaction with the ad, and avoiding landing pages with minimal original content or an abundance of unrelated or low-quality ads. Example of Violation: Ads that use excessively cropped images or force users to click to view the full image can be considered misleading.
Nonexistent Functionality Ads should not contain images with fake functionalities like play buttons, notifications, checkboxes, or other interactive elements that don’t actually work. Example of Violation: Replicating a play button in an ad image is a typical example of nonexistent functionality.
Unrealistic Outcomes Ads must not make promises or suggest outcomes that are unrealistic, particularly in areas like health, weight loss, or economic opportunities. Example of Violation: Claims about cures for incurable diseases or guaranteed financial success are considered unrealistic outcomes.

For Louisville marketers, understanding these common areas of violation is essential. By creating ads that are respectful, truthful, and aligned with Meta’s policies, you can build a more trustworthy and effective advertising experience. This not only helps in avoiding ad rejections but also enhances your brand’s reputation and engagement with your audience.