What are callout assets?

Callout assets are short pieces of text with your Google Ads ad that highlight a benefit, such as “Free Shipping” or “Certified Installer”. They are not clickable. Google shows them alongside the headlines and descriptions when it expects them to improve performance.

Why are callout assets important?

Benefits visible: you name what sets you apart without giving up headlines.
Quick to make: no separate page or link is needed.
Flexible: you can change them quickly for promotions or seasons.

Examples of callout assets

“Free Shipping Over €50” for a webshop.
“Quote Within 24 Hours” for an installer.
“Free Demo” and “Dutch Support” for a B2B software company.

How do you use callout assets?

Write short, concrete benefits that are true and not already in the headlines. Add several, and set general callouts at account level and promotional ones at campaign level. Do not promise anything you do not deliver, because ads must comply with Google’s policies. See Google Ads for more.

Callout assets