Ad assets in Google ads

Ad assets, which you might remember as ad extensions, are the optional extras you can add to your Google ads to make them more engaging and informative. They sit alongside your main ad copy and give people more reasons to click.

These extras might be links to specific sections of your website, a call button, your business address, or even an image. The aim is simple: to make your ad stand out in a crowded search results page and to provide people with useful details before they even click through.

Why ad assets matter

One of the main benefits of using ad assets is visibility. Ads with assets usually take up more space and look more prominent, which naturally attracts attention. This can lead to higher click-through rates and more conversions.

There is also a performance benefit. Assets do not cost extra, but they can improve your quality score and contribute to your Ad Rank. In other words, using them well can mean you pay less per click while maintaining or even improving your position on the results page.

Common types of ad assets

Different types of assets serve different purposes. Some help you highlight offers, while others make it easier for people to get in touch or find your business location. Here is a breakdown of the most common ones:

Asset type	What it does	When to use it
Sitelink	Links directly to specific pages on your website	To highlight important areas like “Contact Us” or “Best Sellers”. Can also be different service pages or product collections.
Callout	Adds short snippets that highlight benefits	To promote points such as “Free delivery” or “Family run since 1990”. Adds core benefits to ads.
Structured snippet	Lists categories, services or product ranges under a chosen heading	To showcase variety, e.g. “Brands: Nike, Adidas, Puma”. Can be certain categories of products or services you offer.
Call	Lets people phone your business directly from the ad	Ideal for service providers or mobile-first audiences. Places your phone number directly on the ad and make it click-able.
Location	Shows your business address and links to Google Maps	Perfect for shops, restaurants or local services. Use this to highlight locality and show ads on maps.
Price and promotion	Displays special offers or pricing information	To draw attention to seasonal deals, sales, or competitive pricing
Lead form	Collects customer information directly from the ad	When you want to capture leads quickly without an extra click.
Image	Adds visuals such as product photos or logos	To make your ad more eye-catching and memorable. Makes it visually appealing and takes up space!

Are headlines and descriptions assets?

It is worth being clear here because the terminology can cause confusion. Headlines and descriptions are the core building blocks of your ad copy. They are not ad assets. However, Google may refer to them as “assets” (confusing, I know).

Ad assets are the extras that sit alongside your headlines and descriptions, such as sitelinks, callouts and images. The confusion often comes from responsive ad formats, where Google refers to the content you provide (like multiple headlines and descriptions) as “assets” in a technical sense. But when we talk about ad assets in the context of extensions, we are talking about the optional add-ons, not your basic ad copy.

In asset performance, Google will refer to headlines and descriptions as "assets" — In asset performance, Google will refer to headlines and descriptions as “assets”

Ad assets are the additional pieces of information on an ad, outside of core ad itself

Responsive ads and asset-based formats

Google’s responsive formats make strong use of assets. Responsive search ads allow you to add up to 15 headlines and 4 descriptions. Google then tests different combinations to see what works best for each search. You can keep some control by pinning certain headlines or descriptions so they always appear in specific positions.

Responsive display ads rely even more on assets. You provide a set of images, logos, headlines and descriptions, and Google automatically creates ads to fit different spaces across the display network, YouTube, Gmail and apps. The more variety you give it, the better the system can build effective ads for each placement.

Responsive ad type	What you provide	What Google does
Responsive search ad	Up to 15 headlines and 4 descriptions	Tests combinations to find what works best for each query
Responsive display ad	Images, logos, headlines and descriptions	Automatically creates ads for different placements and formats

To add assets to your Responsive ads, just scroll to the bottom of your ad setup, you’ll find assets in there! If you want to find Call extensions, sitelinks, callouts and more you’ll have to click “more asset types”.

Tracking asset performance

Google ads makes it possible to see how your assets are performing so you can make informed decisions. If you go to “Assets” on your left-hand menu and “performance” along the top, you can see metrics for each asset. If you review this at campaign level, you’ll get a “Best”, “Good”, “Low” and “Learning” score. Here’s Google’s explanation as to how these percentage scores work:

Example: The percentage in the “Best” column represents the share of impressions the asset received when it was rated “Best.” For example, let’s say a headline shown in three different ads received 10,000 impressions total. In the first ad, it received 3,000 impressions and was rated “Best.” In the second ad, it received 5,000 impressions and was rated “Good.” In the third ad, it received 2,000 impressions and was rated “Low.” In this report, the headline would show: Best: 30%, Good: 50%, Low: 20%.

The real value lies in what you do with this information. If an asset is consistently underperforming, swap it out for something stronger. If one asset is marked as “Best”, think about what makes it effective and use those insights when creating new ones.

Best practice summary

To get the best results, use a range of asset types that are relevant to your business. Variety gives Google more to work with and increases your chances of standing out. Keep your content fresh by reviewing reports regularly and updating underperforming assets. Most of all, best practice is simply to use as many assets as you can – never ignore their power!

Responsive formats are worth embracing because they allow Google to optimise combinations automatically. At the same time, you still have the ability to guide performance with tools like pinning or scheduling, so you are not handing over full control.