Google Call Ads Deprecated: What to Do

In its latest update to Ads policies, Google has said that Call (call-only) Ads are being deprecated. As of right now, you cannot create new call ads. And as of February 2027 any existing call ads will stop receiving impressions.

The fix that Google recommends is to replace your call ads with responsive ads that use call assets.

Here's how to do this:

1. Make sure your account or campaign settings include your business name in the Assets section. Name must exactly match your domain or verified legal name.
2. Create or modify a suitable responsive search ad.
3. To add call assets (previously known as "call extensions") to the responsive search ad, Select "More Asset Types".
4. Add all relevant phone numbers, which will appear as tappable buttons on mobile devices or as hyperlinked phone numbers on desktop.
5. When Google has approved your responsive ad and you start getting impressions, remove your old call ad.

Note that this process could trigger Google's Advertiser Verification process.

Check your Google Ads keyword match types

Because it's being reported that Google has automatically changed some Exact and Phrase match types to Broad when advertisers switch to conversion-based bidding.

Even "Exact" match is no longer very exact, and Broad match is very broad. Changing to Broad match can dramatically increase numbers of nonconverting clicks for which you're paying, increasing your ad spend while reducing your return from it (ROAS).

Google Ads Product Liaison Ginny Marvin said in a tweet:

"That is not the expected behavior when switching from manual bidding to a Smart Bidding strategy. The team is investigating this issue."

In the meantime: check your match types.

January 2026 Update

Yes, this does happen - per Google, because of a "Broad Match Keywords" campaign setting designed to "leverage machine learning for more conversions."

If you have switched to Smart Bidding and/or opted into the "Grow your business" or "Maintain your ads" features of Google Ads, Google may have automatically switched your keywords to broad match.

For tighter control over your match types, you must check and manage this setting.

When the "Broad Match Keywords" setting is enabled, it automatically converts exact-match and phrase-match keywords to broad match and sets all new keywords to broad match.

Some advertisers have found with this change produces irrelevant clicks and wasted spend on campaigns that require precise targeting.

What to do:

• After switching to Smart Bidding, check campaign settings to see if "Broad Match Keywords" is enabled.
• Check all your keywords to find any that have been switched to broad match.
• Disable the "Broad Match Keywords" setting or manually re-apply exact- or phrase-match to your keywords.
• On the Recommendations page, click Autoapply and ensure that "Upgrade your keywords to broad match" is disabled.

Go here for more in depth about keyword research for Google Ads and SEO.

How to use Google to find the currently most-used search queries for a business

Google does its best to deliver the most relevant results possible to every search query. But there has to be a certain amount of guesswork involved if the phrasing of the way you describe your offers differs from the phrasing of queries made by searchers looking for what you're selling.

For instance: if your website calls your business an "RV resort" and most people are searching for "campgrounds," you're going to miss out on some qualified web traffic, and ultimately on some bookings.

Google organic search returns provide an easy way to find out what people are currently searching for on any topic. You can use this free information to improve the relevance of your website content and/or AdWords campaigns.

All you need is a Web browser, and something like MS Excel to organize the data you'll be collecting.

Example:

Pretend for the moment that you're responsible for the official State of Maine tourist board.

Your website contains all kinds of information about tourist attractions, lodging, dining, transportation, local tours, outdoor recreation, and everything else of possible interest to people who are considering Maine as a leisure-travel destination.

The two most important resources with which you have to work are your website content, and your AdWords ads and keywords. How can you make those consistent with language people are using when seeking information about Maine?

That may sound like an insurmountable obstacle, given the vast diversity, on so many dimensions, of people searching: stage of the buying process, age, sex, location, social status, household income, ethnic heritage, interests, past experience, etc., etc. There's no way you can produce and maintain dedicated content for all those individual segments.

However: what you can do is eavesdrop on all the search queries that have been used very recently by people interested in visiting Maine.

And you can do that using Google to search for Maine tourism information, and capturing the language being used in "Related Searches" - something Google will give you for any query of yours.

Start with the single very most basic term for what you’re selling. In our example, I’m going to use visit maine.

That query at Google produces - along with links to various other people’s websites - at the bottom of the page a list of 8 Related Searches:

maine points of interest

maine destinations

maine tourism

visitmaine com attractions

portland maine

bar harbor maine

maine vacations packages

things to do in maine

(Just for speed and simplicity, in our example I’m going to pick my choice of the most relevant three of these suggestions to pursue further. You should follow all relevant leads, to see where they take you.)

My pick of 3 are:

maine destinations

maine tourism

things to do in maine

Note that these search terms are live hyperlinks in the Google page - with just a mouse click you can expand any of them to find more related searches.

Expanding each of these produces 8 more Related Searches, on and on ad infinitum.

Here’s where Excel or a similar spreadsheet program comes in: you need a way to organize all these data as you continue to identify search queries that are being phrased in language used by real, live people looking for stuff like yours to buy.

Next steps:

1. Incorporate the language used in these search queries into the content of your site.
2. Incorporate the same language into your AdWords ads and keywords, for a frictionless consumer journey from Google search to whatever conversion event we want to occur.

TIP: In the real world, this process works best when done in manageable chunks - do one product at a time, get that marketing funnel working well, then go on to another product.

Go here for more in depth about keyword research for Google Ads and SEO.

Effective SEO Strategies for Law Firms

In today's digital age, having a robust online presence is crucial for law firms looking to attract new clients. Search Engine Optimization (SEO) is a powerful tool that can help law firms improve their visibility in search engine results and drive more traffic to their websites. In this article, we'll explore some effective SEO strategies specifically tailored for law firms.

First, it's essential to understand what SEO is and how it works. SEO is the art and science of fine-tuning your website for relevant queries put into search engines by users. This increased visibility can lead to more website visitors and, ultimately, more clients.

SEO involves several ways of increasing a website's visibility in search engines, including:

• optimizing content
• improving site architecture
• acquiring quality backlinks.

Law firms face unique challenges when it comes to marketing. The legal industry is highly competitive, and potential clients often turn to search engines to find legal services. By implementing effective SEO strategies, law firms can improve their chances of being found by individuals seeking legal advice.

SEO is a continuous process requiring regular updates and use of best practices to maintain and improve search rankings.

Keyword research is the foundation of any successful SEO strategy. It's crucial to identify the words and phrases that potential clients are using to search for legal services. These keywords need to be be strategically incorporated into your website's content.

The first step is to identify relevant words and phrases that align with your services.

Long-tail keywords are specific phrases that potential clients might use when searching for legal services. These keywords are less competitive and can result in higher conversion rates because they target users further along in the decision-making process.

On-page SEO involves optimizing individual web pages to improve their search engine rankings. Key elements of on-page SEO include:

Title tags and meta descriptions: These HTML elements provide a brief overview of your page's content to search engines and users. Make sure they include relevant keywords and are compelling enough to encourage clicks.

Header tags (H1, H2, H3) are essential for structuring your content and making it more readable for both users and search engines. They help break down complex information into digestible sections.

Incorporate your target keywords naturally throughout your content, but avoid keyword stuffing, which can harm your rankings.

Linking to other relevant pages within your website improves navigation and keeps visitors engaged. It also helps distribute page authority throughout your site, which can enhance rankings.

High-quality content is vital for SEO success. Not only does it engage your audience, but it also signals to search engines that your website is a valuable resource. Create informative blog posts, articles, and guides that address common legal questions and concerns.

Content relevance and quality are crucial for engaging users and improving SEO. Focus on creating content that answers potential clients' questions and addresses their concerns. High-quality content establishes your firm as an authority and builds trust with your audience.

Utilize diverse content formats to reach a broader audience. Consider incorporating videos, infographics, and podcasts to present information in engaging ways.

Regularly updating and refreshing your content keeps it relevant and can improve SEO performance. Search engines favor fresh content, so revisiting older posts and updating information can boost rankings. Continually refining your content ensures it remains valuable to users.

Blogging is an excellent way to showcase your expertise and attract potential clients. Write about legal topics that are relevant to your practice areas and address common questions your clients may have.

Selecting the right blog topics is crucial for engaging your audience. Consider trending legal issues, common client questions, and changes in legislation. Addressing these topics can position your firm as a thought leader and attract interested readers.

Consistency in blogging is vital for maintaining audience engagement and improving SEO. Develop a content calendar to schedule regular posts and ensure timely publication. Consistent blogging keeps your site active and signals to search engines that your content is fresh and relevant.

Promoting your blog content extends its reach and maximizes its impact. Share your posts on social media, in newsletters, and through collaborations with other legal professionals. Effective promotion can drive traffic to your site and enhance your SEO efforts.

Backlinks are links from other websites to your own. They indicate that your website is a reputable source of information. When it comes to backlinks, quality is more important than quantity. Focus on building high-quality backlinks from authoritative sites relevant to the legal industry. High-quality backlinks signal to search engines that your site is trustworthy, and can significantly improve your rankings.

Toxic backlinks from spammy or low-quality sites can harm your SEO efforts. Regularly monitor your backlink profile and disavow any harmful links. Maintaining a clean backlink profile ensures your site remains in good standing with search engines.

For law firms, local SEO is particularly important. Many clients search for legal services in their specific geographic area.

To improve your local SEO:

• Create and optimize a Google Business Profile with accurate contact information, business hours, and client reviews. This profile enhances your visibility in local searches and helps potential clients find your firm. Regularly updating your profile keeps it relevant and effective.
• Ensure your firm is listed in local directories with consistent Name, Address, and Phone number information. Local citations are vital for attracting clients within your geographic area.
• Encourage satisfied clients to leave positive reviews on platforms like Google and Yelp to enhance your firm's reputation. Positive reviews build trust with potential clients and can improve your local SEO.
• With more people using mobile devices to search for legal services, it's crucial to ensure your website is mobile-friendly. A responsive design that adapts to different screen sizes can improve user experience and search rankings. Consider mobile-specific SEO strategies, such as optimizing for voice search and implementing AMP (Accelerated Mobile Pages). These techniques cater to mobile users and can improve your site's performance in mobile search results.

Page load speed is another critical factor for SEO. Slow-loading pages can lead to high bounce rates and lower rankings. Use tools like Google PageSpeed Insights to identify and address performance issues.

Optimize images and scripts to reduce load times, improve site speed and deliver a better user experience. Compress images without sacrificing quality and minify CSS and JavaScript files. These optimizations lead to faster page loading.

Leverage browser caching to store static files locally on users' devices, to reduce load times for returning visitors and enhance overall site speed.

A secure website (HTTPS) is essential for building trust with visitors and search engines. Ensure your website has an SSL certificate to encrypt data and provide a secure browsing experience. HTTPS is a ranking factor that search engines prioritize. Implementing HTTPS is crucial for maintaining a competitive edge in search rankings.

To determine the effectiveness of your SEO efforts, it's essential to track key performance metrics. Tools like Google Analytics and Google Search Console can provide valuable insights into your website's traffic, user behavior, and search performance. Monitor metrics such as organic traffic, keyword rankings, and conversion rates to assess your SEO strategy's success.

Establishing clear SEO goals is the first step in measuring success. Define what you want to achieve. Clear goals guide your strategy and provide a benchmark for evaluating performance.

Use Google Analytics to analyze your site's traffic and user behavior. Monitor metrics like page views, bounce rates, and average session duration to understand user engagement. This analysis helps identify areas for improvement and optimize your SEO strategy.

Track keyword performance using tools like Google Search Console. Monitor changes in rankings and impressions for your target keywords. Evaluating keyword performance provides insights into the effectiveness of your SEO efforts and guides future optimizations.

Implementing effective SEO strategies is essential for law firms looking to thrive in the digital age. Remember, SEO is an ongoing process. By committing to these best practices, law firms can position themselves for sustained growth and competitiveness in the digital landscape. Go here for much more in depth about SEO.

Also I recommend you take a look at this article on Google Ads for Lawyers because in terms of bottom-line results, synergies make Google Ads plus SEO greater than the sum of the parts.

Get a Free Online Marketing Audit from a Certified Google Profesional. Because in today's digital age, potential clients searching for legal services rely heavily on the internet to research legal services.

My FREE Digital Marketing Audit will enable you to evaluate your current website and online marketing efforts in order to make informed decisions about how to boost your overall online presence and increase client engagement.

Ready to grow your practice? Let's talk.

So, how can you find out which of your pages Google has indexed, which it hasn't and why, and how you can fix that so that all your pages show up in Google search results?

The URL Inspection Tool - part of the Google Search Console - will do that.

To get to the tool, first go to Google Search console, here: https://www.google.com/webmasters/tools/ where you should see something like this:

Note: If your Search Console doesn't show the site you want to check, you need to add it as described here: https://support.google.com/webmasters/answer/4559176?hl=en .

Assuming you can see the default URL of your site of interest in Search Console, click on it.

In this example I'm going to click on http://www.acroglobal.com . Doing that takes me here:

To get to the URL Inspection Tool, in the live Search Console page, click the Try the new search console link at upper left, which should take you here:

Then at the top right of the Index coverage chart, click on OPEN REPORT to get a view like this:

In the example, thus report is showing me that everything is OK except for 4 Excluded pages that Google hasn't indexed. To begin to find out which pages these are and why they weren't indexed, click the Excluded box to get to the next screen:

The chart shows us a day-by-day plot of numbers of Excluded pages, and the indexing Status table below breaks these down by reason for exclusion: in the example, 2 pages excluded for Crawl anomalies, one for 404 error (not found) and one as Page with redirect.

Clicking on the Crawl anomalies, I can find that these are pages that have since been removed, as is the page with 404 error. The page with redirect is http://acroglobal.com/ which redirects to http://www.acroglobal.com/ - a normal condition.

So: now I know that the best corrective action I can take is to run Xenu Link Sleuth - a free Windows download here: https://www.davidhboggs.com/downloads/xenu.htm - on the site to ensure there are no bad links; then create, upload and submit a new XML sitemap that contains no non-existent pages - which you can do from right there within Search Console:

There's a lot more you can find out about individual URLs using the URL Inspection Tool: canonical URLs, URLs "not on Google", etc. More on that in a future post.