Ad Assets (Extensions)
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.
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.
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 Sitelinks pointing to dead pages, outdated promotions, or a missing call asset on a phone-driven business all leave performance on the table.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.