Google Ads Assets – How and Why to Use Them in Search Campaigns 

Google Ads Assets – How and Why to Use Them in Search Campaigns

Imagine buying a small bus stop ad for your business and instead being given a huge billboard. Well, that’s what using Google ad assets (formerly Google ad extensions) can do for your Google ads. Assets are fantastic additions to Google search campaigns, allowing you to enhance your ads with additional information and features, making your ads more relevant and click enticing to potential customers. They also give you more “online real estate” making sure that you get ALL the eyeballs on your online ads. Using your ad assets to the best effect will enhance your advertising campaigns, often providing you with a better return on your investment and increasing the number of valuable clicks to your website. And what do clicks make? No it’s not prizes – it’s more customers! Whether you’re running ads yourself, or using a Google ads agency, it’s worth reflecting on how Google ads assets can be applied to your campaings. In this guide, we will uncover what ad assets are, why you should use them, and how to improve the ROI of Google ads by using them. In this blog, we discuss…

What are Google ad assets?

Google Ad assets are additional pieces of information that you can add to your Google Ads (formerly known as Google AdWords) to enhance the overall visibility of your ads. They provide extra details about your business, products, or services, making your ads more informative and relevant to users. By using ad assets, you can improve the click-through rate (CTR) and overall effectiveness of your ads, potentially leading to higher conversion rates and better ad performance. In other words, you get more advertising space for your money!

Extensions or Assets?

It’s worth noting that Google has recently made some changes to its advertising platform, including a rebranding from the word “Google ad extensions” to “Google ad assets” but they are essentially very similar.

The term “asset” is used to encompass a wider range of creative elements, including not just traditional extensions but also videos, logos, and other visual or audio content that can be used in ads. By consolidating these different elements under the umbrella of “assets,” Google is making it easier for advertisers to manage all of their assets in one place. Whether you refer to them as “Google ad extensions” or “Google ad assets” these elements doesn’t matter (our founder is still calling a Snickers a Marathon so we are all good)!

Why use assets in Google ads?

There isn’t a reason NOT to use Google ads assets. They provide additional value to searchers and give you more space on the search results page. Think of it like this – if you were advertising in a newspaper, assets are like giving you a whole page when all you’ve taken out is half of one.

Here are some reasons to use assets/add assets to your Google search campaigns.

Increased visibility:

By using assets, your ad will take up more space on the search results page, making it more visible to potential customers. This can increase the likelihood of users clicking on your ad and ultimately converting. In fact, adding just a single extension type can increase your click-through rates by up to 15%.

Enhanced relevance:

Assets allow you to provide additional information about your business, product, or service, making your ad more relevant to users’ search queries. This can improve the quality score of your ad and increase the likelihood of it being shown to users.

Improved user experience:

Assets can make it easier for users to find the information they need or take action, such as making a phone call or visiting a specific landing page on your website. This can create a more seamless and enjoyable user experience, which can help to build trust and loyalty with potential customers. You can even show a bit of brand personality with your callout assets – giving users a flavour of what you’re like to work with.

Greater flexibility:

Google ad assets give you more control over the content and appearance of your ads, allowing you to tailor your messaging to specific audiences or campaigns. This can help you to achieve your marketing goals more effectively and efficiently.

Types of Assets in Google Ads

Google offers various assets for advertisers to use. Not all will suit every business or campaign, but by understanding you options, you can ensure that you are making the best possible use of assets in your Google ads.

Sitelink assets allow you to add additional links to your ad, which can take users to specific pages on your website. This is particularly useful if you want to highlight specific products or services.

For example, if you are running Google ads for a law firm, you might include links to areas such as “Family Law”, “Conveyancing”, or “Personal Injury”. You may also want to use site links to highlight valuable pages of the site, such as your “About Us” page or information on things like Shipping or your returns policy for eCommerce stores.

What they might look like online

Callout assets:

Callout assets enable advertisers to enhance their ads with supplementary phrases that emphasise the advantages of the product or service they are offering. For example, if you’re selling online, you might use “next-day delivery” or “10% off your first order”.


Structured Snippet assets:

Structured snippet assets allow you to highlight specific aspects of your product or service, such as brands, models, or types. For example, if you are running an ad for a hotel, you might include structured snippets for “Amenities,” “Types of Rooms,” or “Location.”

Location assets:

Location assets allow you to add your business’s address and phone number to your ad, along with a map showing your location. This is particularly useful if you have a physical location that customers can visit. For example, if you are running an ad for a local coffee shop, you might include a location extension showing your address, phone number, and a map showing your location.

Call assets:

Call assets allow users to call your business directly from the ad without needing to visit your website first. This is particularly useful for businesses where a potential customer needs a quick fix.

For example, suppose you are running an ad for a locksmith’s service. In that case, you may add a call extension for a campaign around “emergency locksmith”, as users just need help there and then, and are less likely to be “shopping around” various websites.

Promotion assets:

Promotion assets allow you to highlight specific promotions or offers in your ad, such as discounts, free shipping, or limited-time offers.

Seller rating assets

Show users that your products are trustworthy with seller rating assets. This is an account-level automated asset, meaning you don’t have to do anything to set it up. However, you do need to meet specific criteria to get seller ratings.

Image assets

With image assets, you can add up to 20 high-quality images to your ad, which can help to grab users’ attention and make your ad more engaging. This is particularly useful for businesses with visually appealing products or services, such as restaurants, hotels, or clothing stores. For example, if you run an ad for a restaurant, you might include images of your most popular dishes or interior. Image assets can also be used to showcase your brand, highlight specific features or benefits of your product or service, or create a more personalised ad experience for users. By using image assets, you can make your ads stand out from the competition and increase the likelihood of users clicking on your ad.

Price assets:

Price assets allow you to display specific products or services with their prices in your ad. This is particularly useful for businesses that sell multiple products or services at different price points. For example, if you are running an ad for a hotel, you might include a price extension showing the prices for different types of rooms.

Lead form assets

These assets allow advertisers to add a form to their ad, which potential customers can fill out without leaving the ad. These forms typically ask for contact information, such as a name, phone number, and email address, and can also include custom questions tailored to the advertiser’s needs.

When a user clicks on the extension, the form appears directly in the ad, making it easy for them to submit their information without having to navigate to a separate landing page. Advertisers can then download the leads or send them directly to their CRM system for follow-up. By removing the friction of navigating to a separate landing page, these assets can increase the likelihood that a user will complete the form, resulting in more leads for the advertiser.

When do Google ads assets show?

Google ad assets can show alongside a Google search ad when the ad is deemed relevant to the user’s search query and the ad rank is high enough to trigger an ad with assets. The ad rank is determined by various factors, including the advertiser’s bid, the ad’s quality score, and the expected impact of ad assets and other ad formats. Ad assets may not always appear with an ad, and their visibility may vary depending on the user’s device, location, and search context. Some ad assets may only be available for certain types of ads or campaign goals, so choosing the most relevant assets for your specific advertising objectives is important.

Do I pay extra to add Google assets?

There is no additional cost to add assets to your campaigns. However, if people click on an asset in an advert, be it a site link, an image or another clickable asset, you will be charged for that click as usual (non-clickable assets such as seller ratings will not be charged).

Therefore it’s essential that you choose your assets wisely as if they are not that relevant for your business, you may waste your budget on clicks that are not likely to convert.

Ok, you’ve convinced yourself that you need Google ads assets, but how can you set them up?

How to add and edit Google ads assets

You can watch this video about creating assets in your Google Ads account.

In this video, I will show you how to add assets to your Google Ads campaigns. I will explain two different ways to do it, whether you already have campaigns running or if you are creating new ads. I will guide you through the process of adding assets such as site links, descriptions, callouts, and structured snippets. It’s important to ensure that the assets you add are relevant to the campaign you are running. By adding more assets, you can maximise the space you get on Google search results.

So I’m just going to share how you can add assets to your Google Ads campaigns. You can actually do it in two places.

First of all, if you’ve already got campaigns running and you’ve decided you want to add some assets to them, you scroll over here to the “assets” menu to add or adjust them.

Go to assets, and you can also see what’s already in there. So if someone else has set up your campaigns for you, go through, and check that they’re all still relevant.

If you want to add your assets, you click the type of asset you want then click the plus button. And you can add these account campaigns or ad group level.

And also, you can actually add assets as you are creating your ads. So let’s just go here and create an ad.

Once you have created your ads you can put in all of your assets, after adding your headlines and your descriptions. You can add assets just underneath So you can see, we’ve got some image assets here and added our business logo.

So you can do that either of those two ways and just be mindful that the more assets you use, the more space you’re going to get on those Google search results.So don’t forget to add. assets to your campaigns.

However, if you use Google ads, adding assets to your campaigns is a quick win to maximise your visibility and get more clicks for your budget

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