Google Ads extensions—now officially known as Google Ads assets—play a crucial role in improving ad visibility, engagement, and conversions. By adding extra information such as links, prices, phone numbers, or images, assets make your ads more informative and compelling without increasing your cost per click.
In this complete guide, we’ll explore what Google Ads assets are, why they matter, how they work, and the 12 most important types of Google Ads extensions you should be using to maximize campaign performance.
What Are Google Ads Extensions (Assets)?
Google Ads assets are additional pieces of content that enhance your standard search ads. Instead of showing only a headline and description, assets allow advertisers to display useful business information directly on the search results page.
These enhancements help ads occupy more space on the SERP (Search Engine Results Page), making them more noticeable while guiding users toward faster decision-making.
Why Google Ads Assets Are Essential
Using Google Ads assets benefits both advertisers and users. Here’s why they are essential for any PPC strategy:
Increased Visibility on SERPs
Assets expand your ad’s footprint, pushing competitors further down the page and increasing brand exposure.
Higher Click-Through Rates (CTR)
Ads with additional links, offers, or information are more attractive and relevant, leading to more clicks.
Better Ad Rank & Quality Score
While assets don’t directly increase Ad Strength, they improve CTR—an important factor in Google’s Ad Rank calculation, which can reduce CPC.
Improved Lead Quality
Providing prices, categories, or offers upfront helps filter out unqualified users, bringing in more intent-driven traffic.
Enhanced User Experience
Assets answer common questions instantly, such as pricing, location, or availability, reducing friction in the user journey.
How Google Ads Assets Work
- Free to add: You only pay when someone clicks your ad or a clickable asset.
- Not guaranteed to show: Google displays assets when it predicts they’ll improve performance and when your ad rank qualifies.
- Flexible placement: Assets can be added at the account, campaign, or ad group level.
Manual vs Automated Google Ads Assets
Google Ads supports both manual and automated assets.
- Manual assets are created and controlled by advertisers.
- Automated assets are generated by Google when they are likely to improve performance.
Since 2022, automated assets can appear alongside manual ones at the account level. Advertisers who want full control can disable automated assets from the Ads & Assets section in Google Ads.
Types of Google Ads Extensions (Assets)
Below are the most effective Google Ads assets you can use to improve performance and conversions.
Location Assets
Location assets help users find or visit your physical store by displaying your business address, phone number, hours, and map directions.
Best for: Retail stores, restaurants, service providers
Available on: Search, Display, YouTube, and Google Maps
Requirement: Linked Google Business Profile
Call Assets
Call assets allow users to contact your business directly from the ad. On mobile devices, they enable click-to-call functionality, while desktop users see a call button.
Best for: Service-based businesses
Tip: Schedule calls only during business hours
Bonus: Calls can be tracked as conversions
Sitelink Assets
Sitelinks direct users to specific pages on your website instead of just the main landing page.
Common uses:
- Pricing pages
- Product categories
- Contact or About pages
- Reviews and testimonials
Requirement: Minimum of two sitelinks to be eligible
Callout Assets
Callout assets are short, non-clickable text snippets that highlight key selling points.
Examples:
- Free Shipping
- 24/7 Support
- No Hidden Fees
They can appear together across different levels (account, campaign, ad group) when Google predicts better performance.
Structured Snippet Assets
Structured snippets highlight specific aspects of your products or services using predefined headers.
Popular headers include:
- Types
- Brands
- Styles
- Services
They are ideal for showcasing variety and features in a clean, organized format.
Price Assets
Price assets display product or service pricing directly within the ad, helping users set expectations before clicking.
Benefits:
- Builds trust
- Improves transparency
- Attracts higher-intent leads
You can customize pricing visibility based on time, device, or promotions.
App Assets
App assets promote your mobile application directly from search ads, allowing users to download it instantly.
Available on: Mobile and tablet devices only
Platforms: Android and iOS
Bonus: App installs can be tracked at the keyword level
Lead Form Assets
Lead form assets allow users to submit their contact information directly from the ad without visiting a landing page.
Best for: B2B marketers and service providers
Key advantage: Shortens the sales funnel and improves conversion rates
Image Assets
Image assets enhance text ads with relevant visuals, making ads more engaging and attention-grabbing.
Eligibility requirements include:
- Account older than 60 days
- Good compliance history
- Active search campaigns
Up to 20 images can be added, subject to Google’s quality guidelines.
Promotion Assets
Promotion assets highlight special offers, discounts, or limited-time deals using a price-tag icon.
Best features:
- Advance scheduling
- Time-based visibility
- Ideal for seasonal sales and flash offers
Final Thoughts
Google Ads extensions (assets) are no longer optional—they are essential for competitive PPC campaigns. By providing more information, increasing ad real estate, and improving user experience, assets help drive higher CTRs, better lead quality, and stronger ROI.
Whether you’re running local campaigns, eCommerce ads, or B2B lead generation, using the right combination of Google Ads assets can significantly elevate your campaign performance.