Definition
Ad assets, formerly called ad extensions, are extra details such as sitelinks, callouts, phone numbers and images that can appear with a Google ad.
Ad assets explained
Common asset types include:
- Sitelinks: extra links to specific pages, such as pricing or contact.
- Callouts: short benefits such as “Free returns” or “24/7 support”.
- Structured snippets: lists of services, models or types.
- Call assets: a phone number or call button.
- Image, location, price and lead form assets.
Assets make ads larger and more informative, which tends to improve click-through rate, and the expected impact of assets is part of how Google decides ad position. Google chooses which assets to show for each search, so adding a good range gives it more options.
Keep them accurate and specific. Sitelinks should go to useful pages that match their text, callouts should state real benefits, and seasonal or promotional assets should be scheduled so they don't outlive the offer.
Example
Your ads for “office furniture” show only a headline and description. Adding sitelinks to desks, chairs and delivery information, callouts for free assembly, and a price asset makes the ad larger and helps shoppers go straight to what they want.
Why it matters
Well-chosen assets make your ad more useful and more visible for no extra cost per click.
Related service
Google Ads Management
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Related terms
- CTR (Click-Through Rate)CTR (click-through rate) is the share of people who click a result or ad after seeing it: clicks divided by impressions.
- Quality ScoreQuality Score is a 1 to 10 Google Ads diagnostic comparing your ads with competitors' on expected CTR, ad relevance and landing page experience.
- PPC (Pay-Per-Click)PPC (pay-per-click) is online advertising where you pay each time someone clicks your ad, as in Google Ads search campaigns.
- Landing pageA landing page is a page built to turn visitors from a specific campaign or search into leads or customers, with one clear goal and call to action.