Google Ads assets, formerly known as ad extensions, are one of the most effective yet underutilized features in paid search advertising. These additional pieces of information expand your text ads with extra links, business details, and calls-to-action, making your ads larger, more informative, and significantly more clickable. Advertisers who fully optimize their assets typically see 10-25% higher click-through rates compared to basic ads without extensions, and the best part is that adding assets costs nothing extra.
In 2024, Google rebranded extensions as assets and expanded the system to include 19 distinct types across account, campaign, and ad group levels. This guide covers every asset type available in 2026, explains when and how to use each one, and provides optimization strategies to maximize their impact on your campaign performance. Whether you're running Search campaigns, Shopping, or Performance Max, understanding assets is essential for competitive ad performance.
What Are Google Ads Assets and Why Do They Matter?
Assets are additional elements that Google can attach to your text ads to provide more information and interaction options. When your ad appears, Google's algorithm decides which assets to show based on the search query, user context, device type, and predicted performance. A well-optimized ad might display with sitelinks (extra links to specific pages), callouts (short selling points), a phone number, business location, and promotional offers, all expanding a basic text ad into a comprehensive business listing that dominates the search results page.
The Business Impact of Assets
Assets improve ad performance through several mechanisms that compound to deliver significant results.
- Increased ad real estate: Assets make your ad physically larger, pushing competitors down the page and capturing more visual attention
- More click entry points: Each sitelink, call button, or location link is a clickable element, giving users multiple ways to engage
- Enhanced relevance signals: Assets that match user intent improve Quality Score, lowering costs and improving positions
- Competitive differentiation: Fully extended ads appear more professional and comprehensive than basic competitor ads
- Direct action enablement: Call and lead form assets let users convert without visiting your website
Google's data consistently shows that adding assets improves expected CTR, one of the three components of Quality Score. Higher Quality Scores mean lower costs per click and better ad positions. The compounding effect of assets on CTR, Quality Score, and cost efficiency makes them one of the highest-ROI optimizations available to advertisers.
The Complete Asset Type Reference
Google Ads currently supports 19 asset types across different categories. Understanding each type's purpose, requirements, and best use cases ensures you implement the right assets for your business goals.
Sitelink Assets: Essential for Every Campaign
Sitelinks are additional links that appear below your main ad, directing users to specific pages on your website. They're the most impactful asset type, typically improving CTR by 10-20%. Google can show up to 6 sitelinks on desktop and 8 on mobile, though 4 is more common.
| Specification | Requirement | Best Practice |
|---|---|---|
| Link text | 25 characters max | Use action words: Shop, Browse, Learn, Get, Compare |
| Description line 1 | 35 characters max | Expand on the value or specific content of the landing page |
| Description line 2 | 35 characters max | Add supporting details or secondary benefits |
| Final URL | Unique per sitelink | Deep link to relevant pages, not homepage |
| Minimum per campaign | 2 sitelinks | Create 8-10 to maximize testing combinations |
Effective sitelink strategies vary by business type. E-commerce sites typically use category pages, bestsellers, sale sections, and new arrivals. Service businesses link to service pages, pricing, testimonials, and contact information. B2B companies highlight solutions, case studies, resources, and demo requests.
Callout Assets: Quick Selling Points
Callouts are short, non-clickable text snippets that highlight key selling points. They appear as a line of text beneath your ad description, separated by dots or bullets. Google typically shows 2-6 callouts depending on available space.
- Character limit: 25 characters per callout
- Recommended quantity: 8-10 callouts per campaign
- Display behavior: Non-clickable, informational only
- Best content: Free shipping, 24/7 support, price matching, guarantees, awards
Write callouts that communicate value quickly. Focus on unique selling propositions, trust signals, and competitive advantages. Avoid generic phrases like "great service" in favor of specific claims like "Same-Day Delivery" or "100+ 5-Star Reviews."
Structured Snippet Assets: Category Information
Structured snippets display category-specific information using predefined headers like Amenities, Brands, Courses, Destinations, Featured Hotels, Insurance Coverage, Models, Neighborhoods, Service Catalog, Shows, Styles, and Types. They help users understand your product or service range before clicking.
| Header Type | Example Values | Best For |
|---|---|---|
| Brands | Nike, Adidas, Puma, New Balance | Retailers carrying multiple brands |
| Service Catalog | Oil Change, Tire Rotation, Brake Service | Service businesses listing offerings |
| Types | Sedans, SUVs, Trucks, Hybrids | Businesses with product categories |
| Amenities | Free WiFi, Pool, Gym, Parking | Hotels, apartments, venues |
| Destinations | Paris, London, Tokyo, New York | Travel agencies, airlines |
Create structured snippets for 2-3 relevant headers with at least 4 values each. The algorithm will display the most relevant header based on the search query and user context.
Call Assets: Direct Phone Connections
Call assets add a clickable phone number to your ads, enabling mobile users to call your business directly. On desktop, the number displays for manual dialing. Call assets are particularly valuable for businesses where phone leads are high-intent conversions.
- Call tracking: Use Google forwarding numbers to track calls as conversions
- Call reporting: Measure call duration, caller area code, and time of call
- Scheduling: Show call assets only during business hours when staff can answer
- Conversion counting: Set minimum call duration (60-90 seconds recommended) for conversion counting
Configure call tracking through conversion settings to attribute phone conversions to specific keywords and campaigns. This data is essential for optimizing campaigns where phone calls represent significant business value.
Location Assets: Drive Foot Traffic
Location assets display your business address, a map marker, and distance to your location from the user's current position. They're essential for businesses with physical locations that serve walk-in customers.
Setting up location assets requires linking your Google Business Profile to your Google Ads account. Once linked, location information automatically populates from your verified business listings. For businesses with multiple locations, you can associate specific locations with different campaigns or ad groups.
- Google Business Profile link: Required for location assets to function
- Multi-location support: Display nearest location to each searcher
- Store visits tracking: Measure physical visits from ad clicks (requires sufficient volume)
- Local inventory ads: Combine with product feeds for local inventory visibility
Price Assets: Transparent Pricing Display
Price assets showcase your products or services with prices displayed directly in the ad. They're particularly effective for service businesses with defined pricing and e-commerce products with competitive prices. Each price asset includes a header, price, description, and final URL.
| Element | Limit | Best Practice |
|---|---|---|
| Header | 25 characters | Clear service or product name |
| Price | Format varies | Use "From $X" for ranges, exact price when possible |
| Description | 25 characters | Key feature or value included |
| Items per asset | 3-8 items | Group related services or products |
Price assets qualify clicks by showing costs upfront. Users who click after seeing pricing have realistic expectations, often leading to higher conversion rates and lower bounce rates compared to users who discover pricing only after clicking.
Promotion Assets: Highlight Offers and Sales
Promotion assets display special offers, discounts, and sales with distinctive formatting that draws attention. They include occasion tags (Black Friday, Back to School, etc.), promotion types (percent off, monetary discount, free shipping), and optional promo codes.
- Occasion tags: Black Friday, Cyber Monday, Christmas, New Year, Valentine's Day, and more
- Promotion types: Percent off, money off, up to X% off, free shipping, buy one get one
- Promo codes: Optional code display for code-based discounts
- Scheduling: Set start and end dates to align with promotion periods
Schedule promotion assets to coincide exactly with your sale periods. The promotional formatting increases urgency and click-through rates during high-intent shopping periods. Remove or end promotions promptly to maintain ad accuracy and trust.
App Assets: Drive Mobile Downloads
App assets add links to download your mobile app from the App Store or Google Play. They're valuable for businesses where the mobile app provides a better user experience or where app installs are a business goal.
App assets can display alongside regular sitelinks, giving users the choice between visiting your website or downloading your app. For app-first businesses, prioritize app assets but maintain website options for users who prefer browser experiences.
Lead Form Assets: In-SERP Lead Capture
Lead form assets allow users to submit their contact information directly within the search results page without visiting your website. This reduces friction for mobile users and can significantly increase lead volume for businesses in service industries.
| Form Element | Options | Recommendation |
|---|---|---|
| Headline | 30 characters | Clear call-to-action matching search intent |
| Business name | 25 characters | Company name for trust |
| Description | 200 characters | Explain what happens after submission |
| Required fields | Name, email, phone, postal code | Fewer fields = more submissions |
| Custom questions | Up to 5 additional | Use for lead qualification |
Lead form assets work best for high-volume, quick-response businesses. Users expect immediate follow-up after submitting lead forms. Integrate lead delivery with your CRM through webhook or download options to ensure rapid response.
Image Assets: Visual Enhancement for Text Ads
Image assets add relevant images to your text ads, primarily on mobile devices. They increase visual appeal and can improve CTR by 10-15%. Images appear alongside your ad text, not replacing it.
- Aspect ratio: 1.91:1 (landscape) is most commonly displayed
- Minimum size: 600 x 314 pixels (1200 x 628 recommended)
- Square option: 1:1 ratio for additional placement options
- Content requirements: No text overlays, logos only if essential, high quality
- Quantity: Upload 3-5 images per ad group for testing variety
Choose images that complement your ad copy and represent your product or service accurately. Lifestyle images often outperform plain product shots. Test multiple image styles to identify what resonates with your audience.
Business Logo Assets
Business logo assets display your company logo with your ads, increasing brand recognition and trust. Logos appear in a small format next to your ad headline.
- Square format: 1:1 ratio, 1200 x 1200 pixels minimum
- Background: Transparent or solid color that works on white
- Content: Logo only, no additional text or imagery
Business Name Assets
Business name assets ensure your company name displays prominently with your ads. This is particularly important when display URLs don't clearly communicate your brand name.
Asset Hierarchy: Account, Campaign, and Ad Group Levels
Assets can be created at three levels, and understanding the hierarchy helps you manage them efficiently while maintaining flexibility for specific campaigns.
| Level | Scope | Best Use Case |
|---|---|---|
| Account-level | Available to all campaigns | Universal assets: main phone, headquarters address, brand callouts |
| Campaign-level | Available to all ad groups in campaign | Campaign-specific: product category sitelinks, relevant promotions |
| Ad group-level | Specific to one ad group | Highly specific: exact product links, targeted callouts |
When assets exist at multiple levels, the most specific level takes precedence. An ad group sitelink will show instead of a campaign sitelink for ads in that ad group. Use this hierarchy to create general assets at the account level while customizing for specific campaigns and ad groups where needed.
Asset Optimization Strategies
Creating assets is the starting point. Optimizing them based on performance data maximizes their impact on your campaign results.
Performance Metrics to Monitor
Navigate to Assets in your Google Ads account to view performance by asset type. Key metrics include impressions, clicks, click-through rate, and conversion data if available.
- Impressions: How often the asset appeared with your ads
- Clicks: Direct clicks on the asset (for clickable types)
- CTR: Click-through rate for the asset specifically
- Cost: Spend attributed to asset clicks
- Conversions: Conversions from asset-driven clicks
Compare asset performance to identify top performers and underperformers. Replace low-CTR sitelinks with new variations. Test different callout combinations. Refresh image assets that have declining performance.
Testing and Iteration
Treat assets like ad copy: continuously test variations and optimize based on performance data.
- Create variety: Start with more assets than the display maximum to enable testing
- Monitor performance: Review asset reports weekly during initial optimization
- Pause underperformers: Remove assets with significantly below-average CTR
- Add new variations: Replace paused assets with new tests
- Document winners: Track what messaging and formats perform best
Seasonal relevance affects asset performance. Sitelinks to "Summer Collection" will underperform in winter. Promotion assets need updating for current sales. Schedule regular asset reviews aligned with your marketing calendar.
Assets and Quality Score
Assets directly influence Quality Score through the expected CTR component. Google calculates expected CTR based on historical performance, and ads with assets typically show higher CTR than those without. This positive signal improves Quality Score, reducing cost per click and improving ad position.
The Quality Score relationship creates a virtuous cycle: better assets lead to higher CTR, which improves Quality Score, which lowers costs and improves positions, which further increases CTR. Investing time in asset optimization compounds benefits across your entire account.
Assets for Different Campaign Types
Different campaign types interact with assets in different ways. Understanding these variations ensures you configure assets appropriately.
Search Campaigns
Search campaigns benefit from all asset types. Text ads become significantly more competitive when fully extended with sitelinks, callouts, structured snippets, and relevant specialized assets.
Performance Max Campaigns
Performance Max automatically uses account-level and campaign-level assets for text ad placements on Search. Ensure your assets are up to date at these levels so PMax can leverage them effectively.
Display and Video Campaigns
Display and video campaigns have limited asset support. Lead form assets work with some Display placements. Focus asset optimization efforts on Search and Shopping where assets have the greatest impact.
Common Asset Mistakes to Avoid
Avoid these frequent errors that reduce asset effectiveness and waste optimization opportunities.
- Generic sitelinks: "Learn More" and "Contact Us" waste valuable space. Be specific about page content.
- Redundant callouts: Don't repeat information already in ad copy. Add new selling points.
- Outdated promotions: Expired promotion assets damage trust. Remove promptly.
- Missing scheduling: Call assets showing after hours create poor experiences.
- Insufficient quantity: Providing only minimum assets limits testing and optimization.
- Broken links: Sitelinks to error pages waste clicks. Audit URLs regularly.
- Mismatched landing pages: Assets must deliver users to relevant content matching the asset promise.
Asset Implementation Checklist
Use this checklist to ensure comprehensive asset coverage across your account.
| Asset Type | Priority | Minimum | Recommended | Notes |
|---|---|---|---|---|
| Sitelinks | Essential | 4 | 8-10 | Different for each campaign focus |
| Callouts | Essential | 4 | 8-10 | Mix of USPs, trust signals, features |
| Structured Snippets | Essential | 1 header | 2-3 headers | 4+ values per header |
| Call | High (service) | 1 | 1 | Enable call tracking |
| Location | High (local) | 1 | All locations | Link Google Business Profile |
| Image | Medium | 1 | 3-5 | Test lifestyle vs product |
| Price | Medium | 3 items | 5-8 items | When pricing is competitive |
| Promotion | Situational | 1 | 1 active | Schedule for sale periods |
| Lead Form | Situational | 1 | 1 | For lead gen businesses |
| App | Situational | 1 | 1 | If app installs are a goal |
Assets are a foundational element of competitive Google Ads performance. By implementing comprehensive asset coverage and continuously optimizing based on performance data, you create ads that capture more attention, provide more value, and drive better results than competitors who neglect this crucial capability. For guidance on optimizing the ads themselves, continue to our Responsive Search Ads guide, or explore how assets interact with Quality Score to lower your costs and improve ad positions.
