Ad Assets (Extensions)
Also known as: Ad Extensions, Assets
Ad assets, formerly called ad extensions, are extra pieces of information attached to a search ad, such as sitelinks, callouts, structured snippets, call buttons, location, and price. They expand the ad's size and give searchers more reasons and ways to engage without changing the core headline or description.
Key Takeaways
- Ad assets, formerly called ad extensions, attach extra information to a search ad beyond its core headline and description.
- Common asset types include sitelinks, callouts, structured snippets, call buttons, location, and price.
- Assets make an ad physically larger and give searchers more reasons and ways to engage.
- They typically show at no cost beyond the standard click and can improve click-through rate.
- Assets contribute to Ad Rank, so they can help win better positions without raising the bid.
How It Works
When an ad enters the auction, the ad platform decides which eligible assets to display alongside the core text, choosing the combination it predicts will perform best for that specific search. Not every asset shows every time, so advertisers add several and let the system select.
Because assets expand the ad and add useful links and details, they tend to lift Click-Through Rate, and their expected impact feeds into Ad Rank. Assets like sitelinks send people to specific pages, so the destination's Landing Page Experience still matters for turning those clicks into results.
Assets pair naturally with other controls. Responsive Search Ads supply flexible headlines and descriptions while assets add supporting detail, and Dayparting can align call assets with the hours a business actually answers the phone. Reviewing assets regularly keeps sitelinks, promotions, and phone numbers current.
Why It Matters
Assets make an ad physically larger and more useful, which lifts click-through rate and contributes to ad rank. They often show at no extra cost beyond the click, effectively giving you more prominent real estate in the results for the same bid.
Example
A local plumber's search ad adds sitelinks for "Emergency Service," "Drain Cleaning," and "Water Heaters," a callout for "24/7 Availability," and a call button. On a phone, a searcher taps the call button directly from the ad. The extra links and tap-to-call make the ad larger and more useful, and none of it costs more than a normal click.
Common Mistake
Setting up assets once and forgetting them. Sitelinks pointing to dead pages, outdated promotions, or a missing call asset on a phone-driven business all leave performance on the table. Review and refresh assets as offers and pages change.
Frequently Asked Questions
Are ad assets the same as ad extensions?
Yes. Ad assets is the current name for what were long called ad extensions. The rename reflects a broader library of enhancements, but the function is the same: extra information attached to an ad.
Do ad assets cost extra?
No. Assets generally show at no additional cost beyond the standard cost per click. A click on a sitelink or callout is billed like any other click on the ad, so assets add prominence for the same bid.
Why are my ad assets not showing?
The platform chooses when to display assets based on predicted performance, device, and available space. Assets may also be disapproved, too new to have data, or losing out when Ad Rank is too low to trigger them.