Google Ad Assets, previously called ad extensions, are additional pieces of information that can appear alongside a Google Search ad, such as sitelinks, phone numbers, location details, or promotional offers.
What types of ad assets are available?
The most commonly used asset types include:
Sitelinks: additional links below the ad that direct users to specific pages, such as a contact page or a particular service.
Callouts: short snippets of text highlighting key benefits, such as "No Setup Fee" or "Serving Bangkok Since 2010".
Structured snippets: lists of services, product types, or features displayed in a specific format.
Call assets: a phone number that users can tap to call directly from the search results on mobile.
Location assets: pulls your address from Google Business Profile and displays it beneath the ad.
Promotion assets: highlights specific offers or discounts with a promotional badge.
Do ad assets always show?
No. Google decides whether to show assets based on Ad Rank, available screen space, and the predicted likelihood that the asset will improve performance. Assets that are likely to be clicked are shown more often.
This means assets need to be genuinely relevant and well-written to be served consistently. Having multiple assets configured increases the chances that at least some will appear.
[Screenshot: Google search result showing a text ad with sitelinks, callout text, and a phone number displayed beneath the main ad headline and description. Alt text: Google search ad displaying sitelinks, callout snippets, and a call asset phone number below the main ad copy.]
Do ad assets improve performance?
Generally, yes. Assets make ads larger and more informative, which tends to increase click-through rates. More information in the ad also helps pre-qualify users, so those who do click are more likely to be relevant.
Google also factors asset quality into Ad Rank, meaning well-configured assets can improve ad position. We add assets to all new Search campaigns as part of setup, and review them regularly to ensure the content remains accurate.
How do I set up ad assets?
Assets are configured in the Google Ads interface under the Assets section, accessible at account, campaign, or ad group level. Assets set at account level apply to all campaigns, while those set at campaign or ad group level are more targeted. Some assets, such as location assets, require linking your Google Business Profile to your Google Ads account before they can be activated.
Related KB articles:
• What is Quality Score in Google Ads and How Do I Improve It
• What are Google Performance Max Campaigns
External links:
• Google Ads Help, about assets