In 2024, mobile devices accounted for 58% of all searches, officially outpacing desktops. As mobile usage continues to grow, businesses have started adapting their marketing strategies to meet consumers where they are: On their phones.
To support this shift, Google is phasing out Call-Only Ads in favor of Responsive Search Ads (RSAs). This move lets Google’s AI step in to deliver more personalized, intent-driven ad experiences.
If your business—or your affiliates—depend on phone calls to generate leads, it’s time to rethink your Google pay-per-call campaign strategy. In this guide, we’ll walk you through how to set up high-performing RSAs that drive real conversations, along with actionable tips to boost conversions and make every call count.
What Happened to Call-Only Ads?
Call-only ads were a specialized Google Ads format designed to drive phone calls directly from mobile search results. They didn’t link to a website—instead, they linked to a direct call. Leads simply needed to click the phone number on the ad, and their phone automatically initiated the call.
However, Google has retired this format and rolled its core functionality into Responsive Search Ads (RSAs). Now, instead of creating separate call ads, businesses and affiliates running pay-per-call campaigns build a flexible RSA and enhance it with call-focused elements.
It’s a common strategy to capture call leads using the latest Google practices. Here is what Tez Ferguson, CEO at digital marketing agency Xploited Media, told us about this change: “Our team converted to responsive assets, enabling us to perform multiple tests for optimal call engagement. Our company achieved a 17% increase in CTR as well as a 12% reduction in CPA when we employed responsive call ads after their initial launch.”
However, many marketers still name them “call-only ads” for old times’ sake. That’s why we will use both terms in this article.
What You Need to Set Up a Call-Focused RSA
Before launching call-focused Responsive Search Ad campaigns, it’s essential to set up every element correctly. Unlike traditional ads that drive users to a landing page, pay-per-call Google Ads are built to prompt immediate action—getting prospects to pick up the phone.
That’s why proper setup matters. To truly optimize performance and measure what’s working (and what’s not) for your phone call advertising, you need the right structure in place from the start. Let’s walk through the key components you’ll need to get the most from mobile search ads for call-oriented campaigns.
A Google Ads Account with Call Capabilities
It’s the first and foremost thing that you need to have for click-to-call advertising. Ensure your Google Ads account is active with properly set billing and is allowed to run campaigns with call extensions. If you manage accounts through a Google Ads Manager (MCC), ensure the client account can access call reporting and location data.
A Verified Phone Number
The next crucial aspect of pay-per-call advertising is the use of a verified number. Google may use a forwarding number for tracking, but you still need to have a business phone number that is linked to a team trained to handle inbound leads.
Tip: Consider using a call tracking solution to monitor call duration, caller details, and conversions.
Compelling, Call-Optimized Ad Copy
Keep in mind that Google responsive ads can serve different combinations of headlines and descriptions. So, your copy should be:
- Action-oriented (e.g., “Call Now for a Free Quote”)
- Clearly state all details of the offered services
- Localized, if applicable
Include multiple variations of CTAs that emphasize calling, not visiting a website.
Business Location & Working Hours
Google can use business hours to determine when to show call ads. If you are an affiliate, find out the advertiser’s working hours before launching pay-per-call lead generation campaigns with Google’s RSA.
A List of Call-Intent Keywords
The success of call-focused Google responsive ads heavily depends on selecting the right keywords. Follow these tips:
- Focus on high-intent, service-based keywords like “emergency plumber near me” or “call towing service”.
- Use phrase and exact match options in Google Ads for more accurate targeting.
- Exclude low-intent or research-phase terms to avoid irrelevant traffic.
Call Tracking Software (Optional but Strongly Recommended)
Call tracking software is a game-changer for any pay-per-call advertising campaign. Without it, you’ll be flying blind with no information on call leads, insights into the most effective keywords, or best-performing campaigns.
Investing in reliable call tracking software allows you to measure performance, optimize ad spend, and improve lead quality. When choosing, ensure the software includes features like call recording, source tracking, and smart bidding capabilities. Look for a service with CRM integration to properly attribute conversions, segment leads, and nurture them effectively.
Landing Page or Final URL (Even if Calls Are Primary)
Even though the primary goal of your Google responsive ads is to drive phone calls, not website visits, you’re still required to provide a Final URL when setting up the ad. It’s not just a technical requirement; it plays a role in how Google evaluates the ad’s relevance, quality, and compliance.
This URL doesn’t have to lead to a complex landing page. It’s just a supporting element that backs up the ad copy and gives users (and Google) a clear, trustworthy destination. Ryan Anderson from the graphic design marketing agency Markiserv knows that a proper final URL in Google responsive ads makes a difference: “Since call-only ads will no longer be possible, ensure you have a URL assigned to the ad where you want a call option applied. That URL should be developed with helpful content so Google can further increase the visibility of your advertisement.”
How to Set Up a Call-Optimized RSA Campaign
As Google phases out traditional Call-Only Ads, marketers must now adapt by building Responsive Search Ads (RSAs) optimized for generating phone calls.
This approach allows you to take advantage of Google’s modern ad features, like machine learning and multiple headline testing, while still driving direct, high-intent leads via phone. Here is how this process will look:
- Set up the campaign.
- Create ad groups to simplify management.
- Build Google responsive ads.
- Implement advanced settings to tailor ads even more
- Double-check your work before launching the campaign.
Let’s examine these steps of modern call-only ads in more detail.
Step 1. Campaign Setup
The correct setup ensures you show ads only to users who are ready to perform a specific action, such as making a call or a purchase. Here is how this process looks in the renewed Google Ads interface:
- Go to your Google Ads dashboard.
- Click the “+ New Campaign” button.
- Choose “Sales” or “Leads” as your campaign objective. These options are optimized for conversions, including phone calls.
- Under goal setup, select “Phone calls” as a key conversion action.
You should also specify how phone calls will be tracked. You have two options: Enter a business phone directly or choose a pre-configured call conversion action. The second option provides you with more accurate tracking. And the last thing here is to additionally specify the basic settings of your future campaign with:
- Location targeting: Choose regions where businesses serve potential clients to avoid wasted impressions.
- Bidding strategy: If you don’t know the acceptable cost per lead, choose the “Maximize conversions” option. Switch to Target CPA (Cost Per Acquisition) for tighter control.
- Network settings: We recommend unchecking “Display Network” to avoid irrelevant placements and budget leakage. However, keep “Search Network” checked to ensure your ads show up in relevant results.
Step 2. Ad Group Setup
A great campaign doesn’t end with a single ad. To reach as many leads as possible, create multiple ads. Group keywords by relevance, building tight ad groups based on service types, urgency level, or audience segments. It improves Quality Score, reduces CPC, and ensures ad-copy alignment.
One option is grouping ads by leveraging keywords and user intentions. Here’s how:
| Let’s imagine that you are a solar affiliate who wants to collect and sell pay-per-call leads to solar businesses. To ensure you capture leads at different parts of their journey, create at least three groups: Ad Group A: “emergency solar services”Ad Group B: “solar consultation”Ad Group C: “solar cleaning service” |
To make your grouping even more effective, use the following tips:
- Phrase Match (“keyword”) – triggers ads on close variations.
- Exact Match ([keyword]) – for tighter targeting and cost efficiency.
Step 3. Build the Responsive Search Ad (RSA) for Calls
Now that your campaign and ad groups are set up, it’s time to craft Google responsive ads that encourage users to pick up the phone. This step involves creating a clear, action-oriented message that aligns with the intent of the call.
As we mentioned earlier, you need to add a verified phone number and create engaging content so users feel encouraged to call to learn more about the deal. You can add up to 15 headlines, so the system can automatically choose the one that fits the user’s query.
Even if your main goal is phone calls, use a Final URL in your Google responsive ads. Design a service page related to your ad messaging. Although most users may never visit it, Google still factors this page into its quality and trust signals.
Step 4. Advanced Settings
To maximize the effectiveness of your call-only ads campaign, fine-tune your advanced settings. These little tweaks help you reach users when they’re most likely to call:
- Ad Scheduling: This practice helps ensure that ads run only during business hours, avoiding overspending on calls that won’t get an answer.
- Device Targeting: Most searches for businesses’ phone numbers happen on smartphones, so it makes sense to boost mobile traffic with bid adjustments to favor mobile devices.
- Enable Call Reporting: It assigns a dynamic forwarding number to your ad, allowing you to measure call duration, track conversion journey, and identify missed chances.
Step 5: Final Checks Before Launch
Ready to publish? Ensure your crucial settings are in place to avoid costly mistakes. Here’s a short checklist to ensure your Google responsive ads campaign is ready to perform:
- Business hours correspond to the ad schedule.
- The phone number is verified and displayed.
- Conversion tracking is active.
- Headlines and descriptions include clear CTAs.
- Location targeting is relevant.
- Bidding strategy aligns with your goals and budget.
A few minutes spent here can make the difference between a well-oiled call-only ads campaign and one that burns through your budget without results.
Mistakes to Avoid When Setting up a Call-Focused RSA Campaign
Even the most seasoned advertisers can trip up when launching a call-focused Google Responsive Ads. To help you in this complex journey, we’ve gathered the five most common pitfalls and how to avoid them in a comprehensive table.
| Mistake | Why it’s bad | How to avoid it |
| Vague or passive ad copy | Fails to drive action, lowers CTR and call volume | Use strong CTAs like “Call Now,” “Speak With a Specialist,” or “Get a Free Quote Today.” |
| Ads running outside business hours | Leads to missed calls, wasted budget, and poor user experience | Set ad schedules to match business hours or ensure 24/7 coverage |
| No call tracking in place | You can’t measure success or optimize based on real leads. | Set up Google call conversions or use third-party call tracking tools |
| Using generic or low-intent keywords | Attracts unqualified traffic, driving up cost without results | Target high-intent phrases like “book a consultation,” “call [service] near me,” etc. |
| Lack of ad variation testing | Limits Google’s ability to optimize your RSAs | Regularly rotate headlines and descriptions with different hooks, tones, and offers |
Avoiding these mistakes in your Google responsive ads saves budget and ensures your call campaigns are built to convert.
Meanwhile, don’t forget to add a valid URL, as this is not as common but a critical mistake. Ryan Anderson from Markiserv also encourages the importance of double-checking your links in modern call-only ads: “Ensure you are connecting your ad to a valid URL if you want a call option on it. If not, Google will not display your ad.”
Getting the Most Out of Your Call-Focused RSA Campaign
Once your Google responsive ads campaign is live, the real work begins. Now you need to regularly monitor and optimize your it since it’s the only way to keep your performance sharp and phone ringing.
Leverage regular A/B tests with different targeting settings and advertisement text. Since Google responsive ads provide campaign flexibility, you should use this feature to the max. Regularly test copies and target options to discover what resonates best with your audience.
Keep in mind that call quality is as important as the quantity. While it’s easy to select a spike in calls, you need to know whether they are qualified, the average conversation length, and whether these leads converted to clients.
Last but not least, consider using advanced tracking software to track your call performance in other ad campaigns that may also have call extensions.
Wrapping Up
Google responsive ads provide a fast and direct path to qualified leads. However, to achieve the desired results, you need to set the campaign properly, and ClickGUARD is here to help you. Stop paying for fake traffic, and save up to 30% of your ad budget with our platform.
Remember that marketing is a long-term game without a “set it and forget it” strategy. By continuously analyzing performance, refining your approach, and learning from real data, you’ll drive more calls and better ones.
Ready to get the phone ringing? Your audience is just one smart campaign away.
