Google Ads Assets: Full Summary + Best Practices for Better Campaign Performance

Assets are powerful add-ons in Google Ads that allow advertisers to make their ads more informative, engaging, and conversion-focused. From sitelinks and callouts to lead forms and promotions, assets provide extra layers of detail that can greatly improve your ad visibility and user experience.

Whether you’re running eCommerce, lead generation, or location-based campaigns, Google Ads Assets are essential tools that add depth and value to your ads. This comprehensive guide will walk you through all major asset types available in Google Ads, how to set them up, and best practices to get the most from each.

In this article, you’ll discover how to leverage each asset type to maximize your campaign performance, improve click-through rates, and ultimately drive better ROI for your advertising spend.

What Are Google Ads Assets?

Google Ads Assets (formerly known as ad extensions) are additional pieces of information that expand your ad with more details about your business, products, or services. They appear alongside your standard text ads and provide users with more reasons to choose your business.

Assets can include extra links to your website, your phone number, location information, product pricing, special promotions, and much more. They make your ads larger and more prominent on the search results page, which typically leads to higher engagement rates and better campaign performance.

Why Are Google Ads Assets Important?

Assets are crucial for several compelling reasons:

• Increased Ad Visibility: Assets make your ads larger and more noticeable on search results pages, giving you a competitive advantage.
• Improved Click-Through Rates: Google reports that assets can increase CTR by several percentage points, meaning more qualified traffic to your site.
• Better User Experience: Assets provide users with more information upfront, helping them make informed decisions before clicking.
• Higher Quality Scores: Google rewards advertisers who use assets with better ad rankings and potentially lower costs per click.
• No Extra Cost: You only pay when someone clicks on your ad, not when assets are shown.
• Enhanced Mobile Performance: Assets are especially effective on mobile devices where screen space is limited.

According to Google’s own data, advertisers who use multiple asset types see an average increase of 10-15% in click-through rates compared to those who don’t use assets at all.

How to Create or Edit Google Ads Assets

Before diving into specific asset types, here’s the general process for creating or editing any asset in your Google Ads account:

1. Navigate to Assets: In your Google Ads account, click on Ads & assets in the left menu, then select Assets.
2. Add New Asset: Click the ➕ plus button to create a new asset.
3. Choose Asset Type: Select the type of asset you want to create from the dropdown menu.
4. Select Application Level: Choose where the asset should apply: Account level (all campaigns), Campaign level (specific campaign), or Ad group level (specific ad group).
5. Create or Use Existing: Decide whether to create a new asset or use an existing one.
6. Enter Details: Fill in all required information for your chosen asset type.
7. Save: Click Save to activate your asset.

Types of Google Ads Assets

🔗 Sitelink Assets

Sitelink assets allow you to add clickable links below your main ad, directing users to specific pages on your website. This is one of the most popular and effective asset types.

Specifications:

• Text: Maximum 25 characters
• Description Lines: 2 optional lines of 35 characters each
• URL: Direct link to a specific page on your website
• Minimum Required: 2 for desktop, 1 for mobile
• Recommended: 4-20 sitelinks for optimal performance

Best Practice: Use sitelinks to highlight your most important pages like “Shop Now,” “Contact Us,” “Free Trial,” or specific product categories.

💬 Callout Assets

Callout assets highlight features, benefits, or promotions. Unlike sitelinks, these are not clickable – they simply provide additional information.

Specifications:

• Text: Maximum 25 characters per callout
• Limit: Up to 10 callouts per ad
• Scheduling: Can be scheduled to appear at specific times

Best Practice: Use callouts for unique selling points like “Free Shipping,” “24/7 Support,” “Money-Back Guarantee,” or “Award-Winning Service.”

📑 Structured Snippet Assets

Structured snippets use predefined headers with custom values to showcase specific aspects of your products or services.

Specifications:

• Header: Choose from Google’s predefined list (e.g., Brands, Models, Services, Amenities)
• Values: Minimum 3 values required, maximum 25 characters each
• Display: 2 headers can show on desktop, 1 on mobile

Best Practice: Use structured snippets to highlight product variety, service types, or brand offerings in a clean, organized format.

📍 Location & Affiliate Location Assets

Location assets show your business address, phone number, and a map marker, making it easy for customers to find you. Affiliate location assets show nearby retail partners where your products are sold.

Features:

• Interactive map with your location
• Business hours and contact information
• Directions link for easy navigation
• For affiliate locations: Select from curated chains or retailer types (Auto, General, etc.)

Best Practice: Essential for local businesses or retail brands. Sync with your Google Business Profile for automatic updates.

📞 Call Assets

Call assets add a phone number to your ads, allowing mobile users to call you directly with one tap.

Important Notes:

• Clicks on the phone number count as ad clicks (you’ll be charged)
• Can schedule call availability by time and day
• Google automatically creates a “Calls from ads” conversion type for tracking

Best Practice: Schedule calls during business hours only and use call tracking to measure lead quality.

💰 Price Assets

Price assets showcase your products or services with pricing in a scrollable carousel format, making it easy for users to compare options.

Specifications:

• Minimum Items: 3 required (5+ recommended)
• Price Qualifiers: Can include “from,” “up to,” or exact pricing
• Click Cost: Same as regular headline clicks

Best Practice: Perfect for eCommerce and service businesses. Keep prices updated and competitive.

🏷️ Promotion Assets

Promotion assets display special offers and seasonal discounts directly in your ads, creating urgency and driving conversions.

Features:

• Choose occasion (optional): Holiday, seasonal event, etc.
• Display percentage or fixed discount amount
• Include promo code or minimum purchase requirement
• Schedule display dates for time-sensitive offers
• CTAs available: “Get Offer,” “Shop Now,” “Order Online,” etc.

Best Practice: Update regularly for seasonal promotions and ensure landing pages match the advertised offer.

📝 Lead Form Assets

Lead form assets allow users to submit their contact information directly within your ad – without ever leaving Google’s platform.

3-Step Setup:

1. Create Form: Add headline, business name, form fields (name, email, phone), and link to your privacy policy
2. Add Submission Message: Thank users and provide next steps
3. Choose CTA: Options include “Get Quote,” “Apply Now,” “Sign Up,” “Download,” etc.

Lead Collection: Download leads as CSV files or integrate directly into your CRM using webhooks.

Best Practice: Keep forms short (3-5 fields) for better completion rates. Follow up with leads within 24 hours.

📱 App Assets

App assets promote your mobile or tablet apps within search ads, driving downloads directly from Google Play Store or Apple App Store.

Features:

• Displays app icon, name, and download CTA
• Directs users to the appropriate store (Play Store or App Store)
• Automatically matches to user’s device operating system

Best Practice: Use app assets for branded campaigns where users are searching for your app by name.

✅ Best Practices for Asset Success

To maximize the performance of your Google Ads assets, follow these proven best practices:

1. Enable Multiple Asset Types

Use at least 3-4 different asset types per campaign. The more relevant information you provide, the better your ad performance will be.

2. Keep Assets Updated

Regularly refresh prices, URLs, phone numbers, promotions, and other time-sensitive information. Outdated assets hurt credibility and conversions.

3. Monitor and Optimize Performance

Track CTRs, conversion rates, and cost-per-conversion for each asset. Pause or remove underperforming assets and double down on winners.

4. Align with Landing Pages

Ensure messaging consistency between your assets and landing pages. If you promote “Free Shipping” in an asset, make it prominent on the landing page.

5. Use Scheduling Strategically

Schedule assets to appear during relevant times (e.g., show call assets only during business hours, or promotion assets during sales periods).

Conclusion

Google Ads Assets are no longer optional – they’re essential components of successful advertising campaigns. By leveraging the right mix of sitelinks, callouts, promotions, lead forms, and other asset types, you can dramatically improve your ad visibility, click-through rates, and conversion performance.

The key is to start with the basics (sitelinks, callouts, structured snippets) and gradually expand to more specialized assets based on your campaign goals. Whether you’re running eCommerce, lead generation, or location-based campaigns, there’s an asset type designed to help you succeed.

Remember to monitor performance regularly, keep your assets updated, and always align them with your landing page experience. With the right asset strategy, you’ll not only improve your Google Ads performance but also provide a better experience for your potential customers.

💬 Let me know in the comments which asset type you find most effective!

Have questions about implementing these assets? Drop them below and I’ll be happy to help.