If you’re a local business owner in Auckland, Franklin, or elsewhere in New Zealand, using Google Ads to drive phone calls, there’s a big change coming your way.
Google is officially retiring call-only ads - a format many businesses have relied on to get direct calls from customers. But don’t panic. There’s a new (and better) strategy that can keep your phone ringing.
At RAZOR, we work with plenty of NZ small businesses that rely on phone calls to generate leads - from tradies to health professionals and service providers. So, here’s what this Google Ads update means for you - and how to stay ahead.
What’s Replacing Call-Only Ads?
Call-only ads are being phased out and replaced with responsive search ads. Basically a call ad with a website link. Instead of just giving people the option to call, your ad will also include a link to your website.
This small change actually opens up bigger opportunities - especially if your website is designed to convert visitors (something our website design and development team specialises in).
Why Does This Matter for NZ Businesses?
Many Auckland and Franklin businesses love call-only ads because they drive immediate action. But the truth is, not every customer is ready to call straight away.
Giving people the option to visit your site first builds trust, showcases your services, and can actually lead to higher conversion rates.
This is especially powerful if your website has clear service pages, customer testimonials, and easy ways to contact you - all of which are part of a smart SEO strategy.
How to Optimise Your New Responsive Search Ads
Here’s how we recommend local NZ businesses approach this change:
- Optimise Your Website for Mobile
Most of your potential customers will still be searching on their phones. Make sure your website is mobile-friendly, fast, and has click-to-call buttons. - Use Strong, Localised Ad Copy
Mention your service area, with prompts like:
“Trusted Electricians in Pukekohe - Call Now” or “Auckland Plumbers Ready to Help Today” - Track Everything
With Google Ads management, we always recommend tracking both calls and website visits. This gives you a clearer picture of how your ads are really performing. - Invest in SEO Alongside Ads
The reality is - Google Ads get people to your site. But SEO keeps them coming back (without paying every time). RAZOR’s SEO services are perfect for NZ businesses wanting long-term visibility in local search results.
What Should You Do Now?
If you’re running call-only ads for your business, now’s the time to update your strategy. The good news? This change can actually lead to more qualified leads - if you’ve got the right website and messaging in place.
Your call-only ads will qualify for an automatic upgrade to responsive search ads if they include:
- Your business name at the campaign or account level
- A landing page URL that leads can click to visit directly from the ad.
If your existing call-only ads don’t have these elements, you can add them manually.
Eventually, you won’t be able to make new call-only ads. So one way you can keep your phone number on your new RSAs is to add a call asset. This will allow your phone number to appear as a clickable element. Remember though, Google Ads displays the assets most likely to drive results, which may not always be your phone number. Users also have the option to click your ad headline, which links to your ‘final URL,’ or landing page, and your sitelink assets, which lead to unique URLs on your website.
If you want to improve your SEO strategy, or discuss enhancing your website, talk to RAZOR, your local website design and development agency in Pukekohe, Franklin.
