Google has confirmed that Call ads (formerly Call-only ads) are being deprecated in favor of Responsive Search Ads (RSAs) with Call Assets. In practical terms, Google will remove the ability to create new call ads in February 2026, and existing call ads will stop serving in February 2027. If your firm relies on phone leads, this is worth understanding. But it’s not a reason to panic.
Why This Matters for PI Firms
For many personal injury firms, the phone call is still the highest-intent lead. Call-Only Ads historically catered to that reality by acting like a “big call button,” often bypassing the website entirely.
Google’s shift doesn’t eliminate phone leads. It shifts call-first campaigns into RSAs where the call option appears via call assets, alongside the ability to click to your site.
Benefits and Competitive Advantages
This transition can work in a personal injury law firm’s favor when campaigns and landing pages are set up correctly:
- More Qualified Calls: People who want to review your firm first can do so, which can reduce low-intent calls and improve call quality.
- Stronger Pre-Call Trust: A strong mobile site, attorney bio pages, and clear outcomes build confidence before someone calls.
- Better Attribution: When users click on the site and then call, you can capture more touchpoints for reporting and conversion optimization.
Where cj Advertising Stands: Already Compliant and Prepared
Here’s the straightforward takeaway: his change doesn’t require a scramble for cj clients. Our search programs already prioritize RSAs with call-focused assets and the click-then-call path.
We already built search programs around RSAs with call-focused assets, and we already assume that some prospects will click to the site before they call. The timeline still matters: February 2026 ends new call ad creation; February 2027 ends impressions for existing call ads, but the operational “fix” is the direction our paid digital team has been running toward for some time.
Should Clients Be Concerned?
Short answer: no.
You may still see urgent-sounding emails or pitches that frame this as “your phone leads are about to disappear.” Google is changing the container (the ad format), not the objective (driving calls). Google’s own guidance emphasizes transitioning to RSAs with Call Assets to continue generating phone leads.
If you receive messages like that, we can help you translate them into plain English and verify whether they apply to your specific account.
Conclusion
Google is phasing out Call-Only Ads, but phone leads aren’t going away. The firms that will benefit most are the ones with clean tracking, strong mobile experiences, and campaigns designed for both “tap-to-call” and “click-then-call” behavior.
If you want a quick audit of how your account is positioned, contact cj Advertising at askus@cjadvertising.com or through our Contact Us page to review your current setup and reporting.
