Google Ads Assets Explained

Assets (previously called ad extensions) allow you to add additional information to your ads. Taking the time to create assets can help your ads stand out, improve your click-through rate, and drive more conversions.

In this guide, I'll walk you through the different types of assets available in Google Ads, when to use them, and cover tips to get the most from each one.

Assets we're going to cover:

• Sitelink Assets
• Callout Assets
• Structured Snippet Assets
• Image Assets
• Call Assets
• Lead Form Assets
• Location Assets
• Price Assets
• Promotion Assets
• App Assets
• Business Name and Logo Assets

What Are Assets in Google Ads?

Assets are additional pieces of information that can be shown with your ads. They can give people extra details like links, phone numbers, images, prices, and more.

Google automatically decides which assets to show based on the user's search, device, and likelihood of performance. This means you won't always see every asset, but the more relevant assets you provide, the more opportunities Google has to enhance your ads.

If you navigate to 'Campaigns' and select 'Assets' from the left-hand menu in Google Ads, you'll see the available assets along with any historical performance data.

Sitelink Assets

Sitelink assets let you add additional links below your ad. These can direct people to specific pages on your website.

For example, instead of sending everyone to your homepage, you can link to:

• Your pricing page
• A free trial
• Customer testimonials
• A specific product category

Sitelinks are one of the most effective assets because they give users options before they even click.

Tip: Use sitelinks as secondary calls-to-action. Try to match your sitelinks to user intent and the objectives for the campaign or ad group.

Callout Assets

Callout assets allow you to highlight short snippets of text that reinforce your value proposition.

Examples include:

• Free Shipping
• No Lock-In Contracts
• 24/7 Support
• Certified Experts

They don't link to your website, they simply add credibility and additional details.

Tip: Avoid repeating what's included in the headlines of your ads. Use callouts to add new information.

Structured Snippet Assets

Structured snippets allow you to showcase predefined categories, such as 'Services', 'Brands', or 'Courses'.

For example, I might use the following structured snippet with my branded campaign:

Courses: Google Analytics 4, Google Ads, Google Tag Manager

This format helps users quickly understand what you offer.

Unlike callouts, structured snippets follow a specific header format provided by Google.

Image Assets

Image assets allow you to display relevant visuals alongside your search ads. This can significantly increase visibility and engagement, especially on mobile devices.

Google recommends high-quality, landscape and square images with minimal text overlay.

Tip: Uploading low-resolution or overly promotional graphics. Clean, authentic visuals typically perform better.

Call Assets

Call assets allow users to click to call your business directly from your ad. This is particularly valuable for local services, appointment-based businesses, and high-intent searches.

You can schedule call assets to show only during business hours.

Tip: Make sure someone is available to answer the phone. Missed calls can mean missed revenue.

Lead Form Assets

Lead form assets allow users to submit their details directly from Google search results, without visiting your website. This can reduce friction and increase lead volume, especially on mobile devices.

You can customize the form fields, include qualifying questions, and connect leads to your CRM. However, lead quality can sometimes be lower compared to website forms, so testing is essential.

Location Assets

Location assets show your business address, map pin, and distance to the user. To enable them, you'll need to link your Google Ads account to your Google Business Profile. These assets are particularly effective for driving foot traffic.

Price Assets

Price assets let you display specific products or services with pricing directly in your ad. This helps pre-qualify clicks and can improve conversion rates by setting expectations upfront. If price is a major decision factor in your industry, these can be very powerful.

Promotion Assets

Promotion assets allow you to highlight special offers, discounts, or seasonal sales. You can specify occasions such as Black Friday or use custom promotions. These assets can create urgency and increase click-through rate.

App Assets

If you have a mobile app, app assets allow users to download it directly from your ad. This is especially useful if app installs are a core objective.

Business Name and Logo Assets

Business name and logo assets allow you to control how your brand appears in search ads. These are particularly important for brand consistency and trust. Make sure your logo meets Google's formatting requirements and matches your website branding.

Best Practices for Using Assets

Here are a few practical recommendations:

• Add as many relevant assets as possible, more options improve performance.
• Avoid duplication across assets.
• Review asset performance regularly in the Assets report.
• Align assets with campaign goals and user intent.

Google's systems will automatically optimize which combinations perform best, but your job is to provide strong, relevant inputs.

Conclusion

Assets are one of the simplest ways to improve performance in Google Ads. They increase visibility, provide additional information, and give users more reasons to click.

If you haven't reviewed your assets recently, now is a great time. Navigate to 'Campaigns' and select 'Assets', then look at what you're currently using, and where you can improve. Small enhancements here can make a meaningful difference to your overall results.