Two ads can have identical headlines and bids, yet one takes up twice the space on the results page, shows a phone number, four extra links and a star rating. The difference is assets – the add-ons Google used to call ad extensions.
Assets are free to add, make ads larger and more useful, and feed directly into Ad Rank. Yet many accounts still run with a couple of sitelinks set up years ago, or rely entirely on whatever Google generates automatically.
This guide explains every main asset type available in Google Ads in 2026, which ones matter for different businesses, the current character limits and requirements, and a simple process to set them up and keep them fresh.
Key Takeaways
- “Assets” is Google’s current name for what were called ad extensions; the concept is unchanged.
- Assets are free and only show when Google predicts they will improve performance.
- Every Search campaign should have at least sitelinks, callouts, structured snippets and images, plus calls, locations or lead forms where relevant.
- Business name and logo assets need advertiser verification and matching business details.
- Write asset copy that adds new information rather than repeating your headlines.
What are Google Ads assets?
An asset is any piece of content that makes up or enhances an ad: headlines and descriptions are technically assets too, but in everyday use “assets” means the extras that attach to your ad – links, phone numbers, prices, images and so on. Google’s summary is short and accurate:
“Assets are free to add and they’ll only show if they’re predicted to improve your ad's performance.”
— Google Ads Help, About assets
They matter for more than looks. Google lists “the expected impact of assets and ad formats” as one of the factors in Ad Rank, alongside your bid and ad quality. A well-built set of assets can therefore help you win better positions without raising bids – the same logic as improving your Quality Score.
Google Ads asset types in 2026
| Asset | What it adds | Key limit / requirement | Best for |
|---|---|---|---|
| Sitelinks | Extra links to specific pages, with optional descriptions | Link text up to 25 characters; at least 2 needed to show on Search | Almost everyone |
| Callouts | Short, non-clickable selling points | Up to 25 characters each | Highlighting USPs (free delivery, 24/7) |
| Structured snippets | A header (e.g. “Services”) plus a list of values | Choose from Google’s predefined headers | Showing range: services, brands, models |
| Images | A thumbnail beside the ad | Square and landscape formats recommended | Visual products and services |
| Calls | A phone number or call button | Verified number; can be scheduled | Local services, urgent needs |
| Locations | Address, distance and map link | Linked Google Business Profile | Shops, clinics, restaurants |
| Lead forms | A form inside the ad | Privacy policy URL required | Lead generation |
| Prices | Swipeable price cards | Multiple items with prices | Clear, comparable pricing |
| Promotions | A highlighted sale or offer | Occasion, discount and dates | Seasonal sales |
| Business name and logo | Your brand name and logo on the ad | Advertiser verification; name must match legal or domain name | Brand trust |
| App | A link to download your app | Linked app store listing | App-first businesses |
| Seller ratings | Star rating from review sources | Automated; based on eligible reviews | Ecommerce |
Sitelinks
Sitelinks are the workhorse. Point them to your most useful pages – pricing, specific services, case studies, contact – rather than the homepage again. According to Google’s sitelinks help page, link text can be up to 25 characters (12 in double-width languages), and Search and Performance Max need at least two sitelinks on desktop and mobile for them to show. Google also notes: “Descriptions don’t reduce the number of links that can show.” So always fill in both description lines.
Callouts and structured snippets
Callouts (up to 25 characters each; Google says up to 10 can show depending on space) are for quick proof points: “No call-out fee”, “Same-day dispatch”, “Rated 4.8 on Trustpilot” if true. Structured snippets list items under a fixed header such as Brands, Services, Types or Destinations. Keep each list factual and specific.
Business name and logo
These replace the generic globe icon with your brand. Google’s help page explains that your account needs Search spend in the last 28 days and completed advertiser verification, and that you must “ensure your business name in Google Ads matches your registered domain or legal business name.” Even then, they are not guaranteed to serve.
Automated assets
Google can create some assets automatically at account level – dynamic sitelinks, callouts, structured snippets and more – when it predicts they’ll help. They need no setup but can occasionally pull outdated or off-brand text from your site, so review them in the asset report.
Which assets to use by business type
| Business | Must-have assets | Nice to have |
|---|---|---|
| Local service (plumber, dentist) | Calls, locations, sitelinks, callouts | Images, lead forms |
| Ecommerce | Sitelinks, promotions, images, structured snippets | Prices, seller ratings |
| B2B / SaaS | Sitelinks, callouts, structured snippets, lead forms | Prices, images |
| Restaurant / hospitality | Locations, calls, sitelinks | Images, promotions |
Local businesses should also make sure the Google Business Profile behind location assets is complete; see our Local Services Ads guide for another lead channel that sits above search ads.
How to set up assets (step by step)
- Audit what you have. In Google Ads go to Campaigns › Assets and switch to the table view. Note which campaigns have no sitelinks, callouts or images.
- Decide the level. Add brand-wide assets (callouts, logo, calls) at account level and specific ones (service sitelinks, promotions) at campaign or ad group level. Lower-level assets override higher ones.
- Write sitelinks first. Aim for at least four, each with two description lines and a unique, relevant landing page.
- Add four to six callouts. Use concrete benefits, not adjectives.
- Add structured snippets. Pick the header that matches your offer and list at least three values.
- Upload images. Google recommends at least four unique images in square and landscape formats.
- Add conditional assets. Calls during opening hours, locations, prices, promotions with end dates.
- Review performance monthly. Use the asset report and replace low performers, as you would with responsive search ad headlines.
Writing asset copy that earns clicks
Google’s own advice in its guide to effective Search ads is direct:
“Make sure your sitelinks use copy that’s different from your headlines and descriptions.”
— Google Ads Help, Create effective Search ads
- Add new information. If the headline says “Emergency Plumber”, the callout should say “Arrive within 60 minutes” (only if true), not “Emergency plumber”.
- Match search intent. Sitelinks for “pricing” and “book online” catch commercial searchers ready to act.
- Be specific. Numbers and facts beat vague praise. Our ad copywriting guide has formulas you can adapt.
- Keep landing pages consistent. Each sitelink should land on a page that delivers what it promises; see PPC landing pages.
Common mistakes
- Sitelinks to the homepage. They waste space and frustrate users.
- Repeating headlines in callouts. Google’s editorial policy also restricts unnecessary repetition across assets.
- Expired promotions. Always set end dates.
- Call assets outside business hours. Schedule them, or missed calls become wasted spend.
- Never checking automated assets. Remove anything outdated.
- Judging assets by their own CTR only. Look at the whole ad’s conversion rate and cost per click.
Assets are one of the first things we check in a PPC audit, because missing or stale ones are such an easy fix.
Related Guides
- Responsive Search Ads: How to Write Them
- Google Ads Conversion Tracking: Setup Guide
- How to Do a PPC Audit: Step-by-Step Checklist
Frequently Asked Questions
Are Google Ads assets the same as ad extensions?
Yes. Google renamed ad extensions to assets in 2022. Sitelink extensions became sitelink assets, callout extensions became callout assets, and so on. The function is the same.
Do assets cost extra?
No. Assets are free to add. You pay the normal cost when someone clicks the ad, including clicks on a sitelink or call button, with some exceptions Google lists for certain interactions.
Why aren’t my sitelinks showing?
Assets only show when Google predicts they will improve performance and when your Ad Rank is high enough. You also need at least two sitelinks for them to be eligible on Search.
How many sitelinks should I add?
Google recommends at least four active sitelinks, with descriptions on at least four of them. More gives the system flexibility to pick the most relevant ones.
Should I turn off automated assets?
Review them rather than switching them off by default. Account-level automated assets are added only when predicted to help, but you can remove ones that are inaccurate or off-brand.
Conclusion
Assets are the cheapest upgrade in Google Ads: free to add, quick to write, and a direct input into how often and where your ads show. Give every campaign a full set, write copy that adds new information, and review them monthly. Want an expert to rebuild your ads and assets? Our PPC management team can help – ask for a free quote, or start with our Google Ads beginner’s guide.
References
- About assets – Google Ads Help
- About sitelink assets – Google Ads Help
- About callout assets – Google Ads Help
- About business information – Google Ads Help
- Create effective Search ads – Google Ads Help
- About Ad Rank – Google Ads Help
- Google Ad Extensions: 12 Assets to Enhance Your Campaigns – Semrush Blog
