“72% of people who search for a service on their phone call a business within the same hour.”
Think about that for a second.
While everyone talks about landing pages, funnels, and retargeting sequences, many customers just want to call someone. Especially if your business deals with urgency or trust-based decisions. Clinics. Automotive repair. Legal services. Home maintenance. Even recruitment agencies.
Which is why Call Ads used to be such a powerful tool. They allowed you to run Google Ads that skipped the website completely. Someone searches. They tap your ad. Their phone dials your number instantly.
Simple. Direct. High intent.
But here’s the question many advertisers are now asking:
Do Call-Only Ads still exist in 2025?
Let’s clear this up properly.
So, Are Call Ads Still Available?
Yes. But with some changes.
Call Ads still exist in Google Ads accounts today, including in Malaysia. They still function, they still show on mobile, and they still allow users to click and dial you directly.
However, the original Call-Only Ad format is being phased out. Google has announced that:
- New Call-Only Ads will gradually stop being supported.
- By 2027, existing Call-Only Ads will no longer show.
Right now, they still work.
But Google is nudging advertisers toward Call Campaigns and Call Assets instead.
And honestly? That’s not a bad thing.
What’s Replacing Call-Only Ads?
There are two main approaches now:
1. Call Campaigns
A dedicated campaign type focused on driving calls.
You still get the phone-first experience, but with more flexibility, better reporting, and optimisation tools.
2. Call Assets in Search Campaigns
Your standard text ads run as usual, but a tap on the phone icon triggers a call instead of sending traffic to your site.
Think of it like:
- Headline link = website visitor
- Phone icon = call lead
Best of both worlds.
Why The Change?
Two simple reasons:
- User behaviour is still phone-heavy, but not always call-first.
Sometimes customers want to call. Sometimes they want to browse.
Google wants ads that support both options. - Better performance tracking.
Call Campaigns let you:
- Track call duration
- Identify real leads
- Optimise towards actual phone conversions
And the more accurate the data, the more efficiently your budget works.
When Should You Use Call Ads?
Use them when your business closes better by voice, not by website form.
For example:
- A dental clinic taking new patient appointments.
- A plumber offering emergency call-out services.
- A recruitment agency screening job candidates.
- A logistics company handling same-day delivery enquiries.
If your business thrives on personal interaction or fast response, call-first advertising is not just useful. It’s strategic.
A Real Example
A local air-conditioning service company was spending RM2,000 per month sending people to their website. The site looked fine. Loads of clicks. But hardly any calls.
We switched them to a Call Campaign targeting “aircond repair near me” and similar high-intent keywords.
Result:
- 37 calls in the first week
- Cost per lead dropped from RM52 to RM19
- And no one had to fill a form again
People don’t want to fill forms when their aircon is leaking onto the sofa.
They want someone to answer the phone.
Key Takeaway
Call Ads are still here in 2025.
But the way to run them has evolved.
If you are still using the old Call-Only setup, it’s time to transition.
The earlier you shift, the more data you collect, and the stronger your optimisation becomes before the changes become mandatory.
Action Step: What To Do Right Now
- Check your existing campaigns.
- If you are using Call-Only Ads, start replicating them as:
- Call Campaigns
- or Search Campaigns with Call Assets
- Turn on call tracking so you can measure real conversions.
- Test call-specific ad copy such as:
- “Tap to Call”
- “Speak to a Specialist Now”
- “Immediate Assistance Available”
Small wording changes can double call volume.