What are assets (ad extensions)?

Assets are additional components you attach to Google Ads ads, such as sitelinks, callouts, structured snippets, calls, prices and images. They used to be called ad extensions. You set them at account, campaign or ad group level, and Google shows them when it expects them to improve performance.

Why are assets (ad extensions) important?

More space: your ad takes up more room and carries more information.
More ways to click: visitors pick the right page or call straight away.
Effect on the auction: Google includes the expected impact of assets in Ad Rank.

Examples of assets (ad extensions)

An installer adds a call asset and sitelinks to “Quote” and “Emergency Service”.
A sporting goods store uses a price asset with three products and a callout “Free Returns”.
A B2B software company sets general callouts at account level, so they are available in all campaigns.

How do you use assets (ad extensions)?

Start with sitelinks, callouts and a call or image asset, and supply several variants of each type, because Google chooses what to show. Set general assets at account level and specific ones at campaign or ad group level. Update them when your offer changes, for example within Google Ads campaigns.

Assets (ad extensions)