The Definitive Guide to Google Ads Assets (and Their Use Cases)

Last Updated on: 20th January 2025, 04:36 pm

Google Ads ad extensions (now rebranded as “assets”) can dramatically improve your click-through rate (CTR), Quality Score, and ultimately, your campaign’s ROI. 

They give your leads more reasons to click – more ways to engage with your business, more touchpoints, and truthfully, just more presence. Today, we’ll be talking about all available ad assets and when you should use each in your campaigns. 

Let’s dive in!

Where Can You Find Google Ads Assets?

On the left-hand side of your Google Ads dashboard, just click on the Campaigns icon and navigate to Assets. There, you’ll find a whole buffet of assets to choose from.

Depending on the asset, you can use them at the account, campaign, or ad group level. What will dictate that is the asset’s relevance to the broader strategy or the specific targeting and messaging required for that campaign or ad group.

For example, using them at the account level makes sure they’re available across all campaigns, while using them at the campaign or ad group level allows for more targeted control based on specific needs or goals at those levels.

Google Ad Assets and Their Use Cases

Sitelink assets let you link directly to specific pages, like your shop hours, new arrivals, or even your holiday sale landing page. For example, if you’re running a “Winter Clearance” campaign, why not include sitelinks for jackets, boots, and scarves?

Or if you’re selling pet food, why not follow the example above and feature different options for dogs and cats?

With Google dynamically adding sitelinks when relevant, you can give your audience even more options without lifting a finger. (Though, the manually added ones you choose will always align better with your messaging.) 

Ideally, you should keep those URLs updated to reflect promotions and don’t forget to add descriptions to unlock extra ad real estate.

Callout Google Ads Assets

Callouts are quick highlights that tell customers why you’re different. Think differentiators like “Free Shipping,” “24/7 Support,” or “Locally Sourced Ingredients” – short but impactful. 

Since callouts can appear in any order (thanks to Google’s algorithm), you’ll want to create ones that cover broad benefits and campaign-specific perks. 

In the above example, we can see affordability, a free trial, and a free hashtag generator. 

Structured Snippet Assets

Structured snippets take your offerings and break them down by category—think “Brands,” “Destinations,” or “Styles.” 

If you have an eCommerce shop, you could use snippets to spotlight “Brands: Levi’s, Calvin Klein, Free People.” 

Or if you’re a travel agency, you’d choose snippets based on “Destinations: Paris, Bali, Cape Town.” 

The key here is specificity. 4+ items per header make these snippets stand out on desktop, while mobile audiences will see just one.

And while they may look similar to callouts, structured snippets focus more on categories, not one-off benefits. 

Location Assets in Google Ads

If you’ve got a physical shop, location assets show your address, a map, and even the distance to your shop.

On mobile, users can tap to call or get directions, which is great if you’re trying to drive foot traffic. Whether you’re a cosy café, a chic boutique, or a big-name franchise, these assets make finding (and visiting) you that much easier.

Make sure your business information  – hours, phone number, and address – is always up-to-date. Bonus points if you’re promoting in-shop events or offers to give customers an extra incentive to visit.

Don’t forget to note all the visits to your shop through the offline conversions import!

Headline & Description Assets

These are the bread and butter of responsive search ads (RSA) – dynamic ads that combine up to 15 headlines and 4 descriptions to serve the most relevant mix to your audience. 

Yes, Google takes the reins, so you lose some control. But when used wisely, it can pay off with insights into what your ideal leads respond to best.

For example, a furniture shop might combine headlines like “Modern Sofas on Sale” or “Free Delivery Over $100” with descriptions like “Save 20% on all sitting room furniture.” 

Your goal is to focus your ad copy on unique, benefit-driven text for each element. Don’t repeat yourself – it will reduce the ad’s effectiveness and your testing power by delivering the same message multiple times.

Image Google Ads Assets

Image assets are the eye candy of your ads, giving users a glimpse of your product, service, or brand. 

Square (1:1) images are ideal, but if you can, add landscape ones, too (1.91:1).

Running a campaign for an art gallery? Use high-quality shots of your exhibits or events. Promoting a restaurant? Use mouthwatering pictures of your best-selling dishes. 

Just make sure your images align with your landing page and brand identity!

Call Assets

Call assets turn your ad into a direct line to your business. 

On mobile, customers can tap to call, while desktop users get a scannable QR code that’s surprisingly handy. (Don’t forget to use Google’s call tracking to learn what makes them pick up the phone.)

Suppose you run an HVAC business. You could use Google Ads call assets to help customers schedule consultations or get emergency services, ensuring they can reach you during business hours when your team is available to help.

Business Information Assets

These assets display your business name and logo right alongside your text ads – on both desktop and mobile. It’s a small touch, but it makes your ads look more polished and professional.

Google can even auto-generate these assets by scanning your website. However, it’s worth double-checking the results in your account’s “Assets” tab. If you spot something off, you can customise or remove them. 

Here’s a tip: stick to one logo and business name per domain across all your campaigns and accounts. This helps maintain consistency and trust with users.

Lead Form Assets

Lead form assets make it simple for leads to sign up or express interest directly from your ad, no website visit required.

Whether you’re running Search, Video, Performance Max, or Display campaigns, these assets streamline lead generation – particularly where custom offers or quotes are concerned.

For example, a fitness studio promoting free trial passes could use a lead form asset with a headline like “Claim Your Free Week Today!” and a description emphasising no strings attached. These forms capture interest in the moment, bringing potential clients closer.

On the other hand, a B2B SaaS business could generate demo leads through effortless lead form Google Ads assets. 

However, think about eligibility. If you’re using lead form assets for Google Ads Video or Display campaigns, you’ll need to meet criteria like spending at least $50,000 and completing Google’s Advertiser Verification Program. 

Google Ads Assets for Prices

Imagine scrolling through up to eight sleek, scrollable cards, each featuring a product, price, and link to exactly what the user is looking for. That’s what price assets deliver.

For instance, someone selling self-watering plants (like in the above example) can showcase different product sizes and prices. A high-intent potential buyer would have all of the information they need without moving to a different tab. 

That’s why it’s important to align your price assets with the user’s search intent!

You can update these assets whenever without losing their performance data, which can be a lifesaver during seasonal sales or when adding fresh offerings.

App Assets

Have an app you want to promote? App assets in Google Ads add a direct link to your app store listing right next to your headline, making it easier than ever for users to download your app or visit your site, depending on their preference.

The setup is straightforward: provide your app’s Package Name (Android) or App ID (iOS), and Google does the rest so that users see the right link for their device. 

Plus, clicks on the app link cost the same as headline clicks, so you’re not paying a premium for this added functionality.

For example, a food delivery service could run ads for its website menu while also nudging users to download its app for exclusive deals or faster checkout. 

Promotion Assets

Promotion assets spotlight your deals in a way that grabs attention. Think bold labels like “Black Friday Sale” or “10% Off Orders Over $50” paired with up to two lines of text that spell out the details. 

These assets thrive in holiday campaigns or any time you’re running a special offer. By putting these offers front and centre, you’re speaking directly to leads looking for special deals and driving clicks that lead to conversions.

These assets aren’t just for Search campaigns. They can show up in Maps when used in Performance Max campaigns. Your promotion assets will stand out no matter the platform your leads are using.

Plus, Google is experimenting with new promotion assets like barcodes and QR codes!

Why Were My Google Ads Extensions Disapproved?

When you face a disapproval notice in your Google Ads account, it’s usually because the asset didn’t meet Google’s advertising policies. 

To see what went wrong, hover over the “Status” column in your account for the specific policy flagged. 

From there, click “Read the policy” to get clear steps on how to fix it. 

If you’ve resolved the issue or think the disapproval was an error, submit an appeal, and Google will re-review it. Once approved, your ad status will update to “Eligible”.

Before You Go: A Quick Best-Practice Checklist

• Think big. Use every Google Ads asset that makes sense for your business goals. They’re free (although you’ll be charged for clicks and for certain interactions). Plus, they only appear when they can boost your performance.
• Aim for at least four asset types per campaign to increase visibility and ad variety. 
• Use account- or campaign-level assets for messaging consistency across multiple ads.
• Regularly test your assets, then tweak them based on CTR and conversions to keep everything optimised.

And that’s a wrap on Google Ads assets! 

If you have any questions, my team and I are here to help. In the meantime, sharpen your skills with my best-selling book, Rapid Google Ads Success – your guide for generating ROI with Google Ads!