Short answer: Assets (formerly called ad extensions) add extra information to your Google Ads, such as links to other pages, short benefits, a phone number or images. They make ads larger and more useful, often raise click through rate, and Google considers expected asset impact in ad rank. Every Search campaign should have at least sitelinks, callouts, structured snippets and, where relevant, call, image and location assets.
The main asset types
| Asset | What it shows | Example |
|---|---|---|
| Sitelinks | Extra links to pages on your site | Pricing, Reviews, Contact |
| Callouts | Short benefit phrases | Free delivery, 24/7 support |
| Structured snippets | A list under a header | Services: Repairs, Installation |
| Call | Your phone number | Tap to call on mobile |
| Image | A picture next to your ad | Product or service photo |
| Location | Address and map link | From Google Business Profile |
| Price | Products or services with prices | Basic plan from $49 |
| Promotion | A sale or discount | 20% off until Friday |
| Lead form | A form inside the ad | Request a quote |
Which assets to add first
- Sitelinks: at least 4, ideally 6 to 8. Link to useful pages, not the homepage. Add descriptions to each.
- Callouts: at least 4 short benefits of up to 25 characters.
- Structured snippets: pick a header such as Services, Types or Brands and list real items.
- Image assets: square and landscape images that show the product or service clearly.
- Call and location assets for local businesses.
Writing tips
- Keep each asset specific. “Free returns within 30 days” beats “Great service”.
- Do not repeat the headline in the callouts.
- Make sure every sitelink page exists and matches the text.
- Use promotion assets only when the offer is real and on the site.
Account level vs campaign level
You can add assets at account, campaign or ad group level. The more specific level wins. Use account level for general items such as your phone number, and campaign or ad group level for sitelinks that match each topic.
Automatically created assets
Google can create some assets automatically from your website and ads, such as dynamic sitelinks or callouts. Review them in the Assets report. If any are wrong or off brand, turn off the automated option in account settings.
How to check if assets work
- Open Ads and assets, then Assets.
- Look at impressions and clicks by asset.
- Replace sitelinks or callouts that rarely show or rarely get clicks.
- Remember that Google chooses which assets to show for each search, so not all appear every time.
Frequently asked questions
What are Google Ads assets?
Are ad extensions and assets the same?
Do assets cost extra?
How many sitelinks should I add?
Why are my assets not showing?
Who can set up my Google Ads assets?
Want your ads to stand out?
Missing assets are one of the most common gaps I find in audits. See my Google Ads management service or request a free ads audit. Also read Responsive Search Ads Best Practices and Google Ads Quality Score.