Google Ads Assets: What Actually Works
Additional information shown with search ads, such as sitelinks, callouts, structured snippets, calls, locations and images, previously called extensions.
Samir Haddad
Why does it matter?
Assets make ads larger and more useful and can improve click-through rates at no extra cost per impression.
What are the numbers?
- Common assets sitelinks, callouts, structured snippets, call, location, image and price assets
- Display Google decides when to show assets
- Levels assets can be added at account, campaign or ad group level
- Former name ad extensions
What should I do?
- Add sitelinks to relevant, distinct pages
- Use callouts for real advantages such as free returns
- Add call and location assets for local businesses
- Keep assets current with offers
- Review asset performance regularly
What should I avoid?
Avoid:
- Sitelinks that all go to the homepage
- Callouts repeating the headline
- Outdated promotions in assets
- Unverified claims
When should I get help?
Short answer Bring in help when search ads look sparse compared with competitors, or when managing assets across many campaigns.
Where this comes from
- Google Ads Help — About assets
- Google Ads Help — About sitelink assets
The figures and practices above come from the sources listed.
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