Google Ads Assets — Your Ultimate Growth Multiplier

Maximum customers click the link which provides clear details about the product or service on the search results.

For example, while scrolling online, you see two ads for the same product. One has just the headline, and the other includes price, customer review, and links to specific page. Which one would you click? It’s clear, the ad with more information gets maximum clicks.

Google Ads assets, formerly known as Google extensions, are these extra details like rates, reviews, or offers. It makes the ad more helpful and hard to ignore.

However, most businesses are still unaware of these assets or not using them fully, leaving easy wins for the competitors.

In this article, you will learn all about Google Ads assets to make your ad stand out and turn usual online scrollers into customers.

(Different Google Ads Assets)

What Are Google Ads Assets (Formerly Extensions)?

Google Ads assets are additional pieces of information that can be added to a Google Ad to make it more useful and relevant to potential customers. These assets can appear alongside an ad’s main text and provide additional information about a business, such as location, phone number, or other details that can help users make a decision.

Ad assets can help improve ad performance by making ads more informative and engaging to potential customers. They can also help increase ad visibility by taking up more space on the search engine results page. Advertisers can set up assets in their Google Ads account and customize them to best meet their business needs.

How to Add Google Ads Assets?

Firstly, you need to create a Google Ads Campaign. After creating a campaign, click on the Ads & assets section. Then, select assets.

Click on the + sign, you will see all assets as shown in the below figure. From here you can select your suitable asset.

(All Google Ads Assets)

After adding assets to your Google Ads campaign, you can then proceed to set up Google Ads bidding to determine how much to pay for ad placements.

Types of Google Ads assets

⇒ Manual Assets (Static)

Manual assets require a bit of personalized set-up. It allows you to tailor the assets according to Google ad content. As a result, it increases click-through rates and overall ad performance. It is worth the extra effort.

⇒ Automated Assets (Dynamic)

Automatically created assets are an opt-in campaign-level setting. You need to enable the setting which helps you generate additional assets, i.e., headlines and descriptions. This dynamic ad assets are generated based on your ad’s unique context like landing page or keywords.

(Automatically Created Assets)

Before You Begin, Keep These Best Practices In Mind:

• Use every asset relevant to your business—assets are free to add, and they will only show if they are predicted to improve your ad’s performance.
• Consider adding 4 or more assets. For example, you could add site links, callouts, structured snippets, and one additional asset of your choice.
• Manual assets can be added at the account, campaign, or ad group level in Google Ads, and they can help to improve the visibility and effectiveness of ads by providing additional information and options for potential customers.

12 Popular Google Ads Assets in 2025

1. Headlines And Descriptions

These are the new assets added in Google Ads. Responsive search ads use up to 15 headlines and 4 descriptions to create user-specific ad combinations. Whereas, Google builds 1–3 headlines and 1–2 descriptions per ad, testing top-performing ad variations over time. You can pin these assets to the specific position for maximum impact.

(Headlines and Descriptions ad asset)

Keep in mind that, unlike other assets, headlines and descriptions can’t be considered at different campaign levels.

2. Sitelink Assets

Sitelink assets can add more links to your ad, which can take more customers to the specific pages of your website. When someone clicks on your links, it takes them right to that page, which contains what they want to know or buy.

On a mobile or tablet device, the Sitelink assets can show up to 8 links, which appear side-by-side on a single line. Here is an example of what the assets can look like with the site. Sitelinks will appear differently, depending on the device, like mobile, tablet, and computer.

(Sitelink Assets)

You can also include 2 to 6 site links, in which you can add short descriptions up to two lines, like shown below:

3. Callout Assets

Callout assets are used to promote additional product features, business highlights, or services.

Any short phrase that describes something special about your service or offers can be added as callout assets to help your ad stand out. They can also be used to highlight special offers and promotions. For example:

(Callout Assets)

You can add up to 2 to 6 callouts in addition to the text of your ad. On the computer, the callout assets are separated by dots and listed on a single line. On mobile and tablet devices, it is wrapped in paragraph form.

4. Structured Snippet Assets

Structured snippet assets allow you to highlight specific features of your products or services with a header and list of values.

(Structured Snippet Assets)

On the desktop version, structured snippet assets can show up to 2 headers with text. On mobile and tablet, it shows only one header with text.

5. Call Assets

Call assets can be used to add a phone number to your ads. They give mobile users, or devices with a calling facility, the option to click to call directly to your business. This can significantly increase the click-through rates of your sites.

Remember that Ads may set up automated call assets when your website has a phone number and your business goals include getting people to call you.

(Call Asset)

Placing a phone number in ad text is against Google policy, which may lead to disapproval of your ad. Call assets is the easiest way to add a phone number to the ad.

Scheduling call assets is also important. By scheduling it, you can set your business hours as a specific time to answer the call.

6. Lead Form Assets

Lead form assets are the same as the contact form that you use on your website. Without the hassle of going to the webpage to fill up the contact form, the users can directly share their information and query in the lead forms in your ad.

(Lead Form Asset)

This asset is one of the best ways to collect leads. But its creation is not as easy as you think. First, you need a ‘privacy policy’ page on your website. Then you need to accept the terms of service by Google and proceed to create your lead form.

7. Location Assets

Location assets can show your address in ads to help people find your locations easily by maps or distance to your business. By clicking on your site, people could get details about business locations, hours, photos, directions, etc.

It helps the ad stand out, shows that the advertiser is a local business, gives the searcher an idea about where the company is located, and gives directions, in case they would like to visit the person.

(Location Asset)

Location assets may also include a phone number or call button so that users can easily call your business. It can show your business location differently depending on the device – mobile and computer also in various formats on Search Network, Display Network, and Google Maps.

8. Price Assets

Price assets can be used to show your offers, services, or list of products with their prices. It appears below your text ad on the search result page, which gives more information to customers without visiting your website. On mobile or computer, it can show up to 8 cards below your text ad.

(Price Assets)

The price assets will directly take people to the page on your website when they click on your ad with the price menu.

9. App Assets

App asset allows linking your app to the text ad. This can allow people to go to your website by clicking on the headline of your ad, and downloading your app with the app asset provided below your text ad.

(App Asset)

App asset appears only on devices like mobile and tablets. By clicking on the app link, it will directly take them to the app store, whether it be the Google App Store on Android or the Apple App Store on iOS.

10. Promotion Assets

Promotion asset can be used in your text ads to highlight your offers, sales, and promotions. It can be used to attract more people to your business by giving the best offers in your ad.

Promotion asset displays up to 2 lines of text that include promotion details.

(Promotion Asset)

When someone clicks or taps on the asset, they go directly to the special offer that interests them on your site. Promotion assets appear on all devices in different formats. On the Google search result page, an ad appears at the top and bottom of the page. It can be used on special occasions.

11. Image Assets

As its name suggests, an image asset is used to add an image to your ad. Google Ads allows you to share an image up to 5120 KB that reflects in square form as shown below.

(Image Asset)

This asset is most beneficial for businesses that offer products or services that are affected by their looks. E.g. Apparel, electronics, construction, cleaning, etc.

While adding image asset, make sure you follow all Google’s guidelines for image asset. Blurry, cropped, and images with text or logo overlays are not allowed.

12. Business Name and Logo Asset

It is a new feature that allows you to display your brand’s identity prominently. By incorporating your business name and logo directly into your ads, you can instantly grab the attention of potential customers, reinforcing brand recognition and trust.

This asset helps your ads stand out in search results, making them more appealing and recognizable. When users see your logo and business name, it adds credibility and helps them connect with your brand even before clicking on the ad.

It’s a powerful way to strengthen your brand presence and make your ads more impactful.

(Business Name and Logo Asset)

To enable this asset, you will need to go through Google’s advertiser verification program. This program confirms a business’s identity and operations. You have got 30 days to begin the verification process and an additional 30 days to complete it.

The person in charge should be a Google Ads account admin familiar with your business and how it advertises on Google Ads. This person is usually from the business or its marketing agency.

Benefits of Ad Assets

• Increased click-through rates (CTR): Assets can provide additional information and options for potential customers, which can make the ads more appealing and relevant. This can result in higher CTRs, as customers are more likely to click on ads that provide the information they are looking for. According to Google, you can increase your CTR by 10-15%.
• Improved ad rank: It can also improve an ad’s quality score, which is a factor that Google uses to determine ad rank. By providing more relevant information to customers, it can help to improve the ad’s quality score, which can result in higher ad positions and lower cost-per-clicks (CPCs).
• Enhanced visibility: It can make ads more noticeable and prominent on the search results page. This can help to increase brand awareness and attract more clicks to the ad.
• Increased conversions: You can improve the conversion rate of an ad. By providing customers with additional information and options, assets can help to encourage customers to take action, such as making a purchase or contacting the business.

Avoid These 4 Common Mistakes For Google Ads Assets

→ Using Fewer Headlines or Descriptions 

Considering adding 2 or 3 headlines reduces Google’s ability to test and optimize your ad combinations.

→ Repetitive Content 

Avoid using overused phrases like “best service” across multiple headlines. Duplication wastes space and limits ad variations.

→ Neglecting Customer-centric Advantages

Common sentences like “We are #1” don’t make sense. Instead, highlight specific benefits (e.g., Save 30% On Your First Cleaning Service”) will directly address customer needs and pain points.

→ No Pinning Critical Assets 

Failing to pin important headlines risks losing key messages. Highlight 1-2 high-value assets to maintain consistency and leave other unpinned for Google optimization.

To Conclude

Google Ads assets are free, easy to use, and help you boost your ad performance. You don’t have to do everything at once, even one asset can make a difference.

They are the signs that grab the attention of the user, answer questions, and guide people to act. If you are not using it, now is the time.

Just open your Google ad account, spend 10 minute adding one asset, and watch how it impacts your clicks over the next week. Your competitors are already adding assets to their ads.

Don’t let your ads go invisible. Your customers are searching everyday online, provide them answers they need.

Explore More: Google Ads Frequently Asked Questions