Ad Assets (previously called Ad Extensions) are additional pieces of information that enhance your Google Ads. They make your ads more visible, more informative, and more likely to get clicks.
Ad Assets do not replace your ad copy — they support and strengthen it.
Why Ad Assets are important
Using ad assets can:
- Increase Click-Through Rate (CTR)
- Improve Ad Rank
- Provide more context to users
- Occupy more space in the search results
- Improve overall campaign performance
Google automatically decides when and which assets are shown based on relevance and performance.
Types of Ad Assets
Call Assets
Call assets add a phone number or call button to your ad.
Best for:
- Lead generation
- Local businesses
- Mobile users who prefer calling
Key benefit: makes it easy for users to contact your business directly from the ad.
Sitelink Assets
Sitelinks add extra links below your main ad that point to specific pages on your website.
Examples:
- Pricing
- Services
- Contact
- Case studies
Key benefit:
Helps users find relevant information faster and increases ad real estate.
Callout Assets
Callouts are short text highlights that showcase key benefits or USPs.
Examples:
- Free consultation
- No long-term contracts
- Google Ads certified
Key benefit:
Reinforces trust and value without requiring a click.
Structured Snippet Assets
Structured snippets highlight specific aspects of your offering using predefined headers.
Examples:
- Services: Google Ads, SEO, CRO
- Brands: Nike, Adidas, Puma
- Features: 24/7 Support, Custom Reporting
Key benefit:
Adds structured, easy-to-scan information to your ad.
Best practices for Ad Assets
- Use multiple assets per campaign or ad group
- Keep text clear and benefit-driven
- Avoid repetition between assets
- Update assets regularly
- Monitor asset-level performance
Important to know
- Assets can be added at account, campaign, or ad group level
- Google shows the best-performing combinations automatically
- Not all assets are shown in every auction
Strong assets contribute to a higher Ad Rank at no extra cost