Google Ads assets add useful information and additional ways to act beyond an ad’s main headlines and descriptions. Depending on campaign type and eligibility, assets can include sitelinks, callouts, structured snippets, images, calls, locations, prices, promotions, lead forms, and apps. Use only asset types that accurately support the campaign goal.
For help connecting ad assets to conversion-ready pages, see Trusted Web Creators’ Google and Meta Ads services.
What are sitelink assets?
Sitelinks send people to specific pages such as Services, Pricing, Contact, Store Hours, or a product category. Each link should have distinct text and a destination that matches the promise. Google allows sitelinks at account, campaign, ad group, or eligible asset-group levels, so review where each one is associated before editing it.
Google currently recommends at least four useful sitelinks for Search campaigns. Sitelinks may not show every time; eligibility, predicted performance, position, and available space affect delivery.
What are callouts and structured snippets?
Callouts are short, nonclickable statements highlighting concrete benefits or features such as “Weekend Appointments” or “Free Shipping Over $50.” Avoid repeating the same language already used in the ad or sitelinks.
Structured snippets list categories of information under a predefined header, such as Services, Types, Brands, or Amenities. They should be informational rather than promotional and must truthfully match the business.
Which assets should a local business use?
Local businesses may benefit from location assets, call assets, sitelinks, images, and accurate business information. A call asset should lead to a staffed, appropriate phone number during the times it can appear. Location assets should represent genuine locations and comply with current eligibility requirements.
How do I measure Google Ads asset performance?
Review impressions, clicks, conversions, cost, and combinations alongside the campaign’s primary business outcome. An asset may assist the ad even when it is not the final clicked element. Test distinct, relevant information instead of producing many nearly identical variations.
Assets are free to add, but normal advertising charges apply when people interact with eligible components. Availability and appearance are not guaranteed. To plan a complete campaign, get started with Trusted Web Creators.
Disclaimer: This article is general educational information. Google Ads asset types, policies, eligibility, and interfaces can change. Asset delivery, clicks, leads, sales, costs, and returns are not guaranteed.