If you’re running Google Ads and haven’t fully set up and optimised your ad assets (what we used to call ad extensions), then you’re missing out on one of the easiest wins in the platform.
It’s genuinely low-hanging fruit. A proper ad asset setup gives you more real estate on the search results page, more compelling messaging, and best of all, free boosts to your click-through rate.
In this week’s blog post, I’m walking you through every type of Google Ads asset, showing you:
Which ones to prioritise.
Which ones to skip.
And how to squeeze the most performance out of each type.
Let’s jump straight in.
What Are Ad Assets and Where Do You Find Them?
Ad assets are the extra little bits that bulk out your search ads — things like site links, images, and callouts. They’re not always shown, but when they are, they make your ad bigger, more useful, and more clickable.
You can set them up at the account level, campaign level, or ad group level. To find them:
Go to the left-hand “Assets” tab in your Google Ads dashboard.
Click the "+" button to create a new asset.
You’ll also see asset creation options when you’re building out new search ads.
The Most Important Asset: Sitelinks
If you only take one thing from this newsletter, let it be this:
Sitelinks are the most powerful ad asset, and almost everyone should be using more of them.
Why They Matter
They increase the size of your ad by 2x or 3x, giving you more SERP real estate. More real estate = more clicks. And they’re free!
Key Tips:
Use all 20 available: Most advertisers stop at 4-6. Don’t. Add as many as you can. Google will pick and choose the best combination to display.
Each must have a unique URL: That means 20 separate destination pages. You can use site search URLs if you’re short on content.
Use different types:
Keyword-rich sitelinks: Add relevance for search queries.
Extra messaging sitelinks: Add benefits or offers.
Call-to-action sitelinks: Like “Shop Now” or “Claim Your Discount”.
Variety sitelinks: Link to other products or services to show range.
Other Asset Types You Should Be Using
Image Assets
Small image thumbnails that show next to your ad.
Everyone should use these.
Product shots work great for ecommerce.
Use lifestyle imagery too.
Avoid stock photos.
Make sure they’re legible on mobile.
Business Name & Logo
Add your official name and logo to reinforce brand trust.
Make sure it matches your website and socials.
Upload multiple versions (square, landscape etc) for responsiveness.
This is a trust and credibility play. Everyone should do it.
Callout Extensions
Think of these like mini USPs. No links, just extra text.
Add as many as possible (up to 20).
Use numbers and guarantees (e.g. “Free Delivery Over $50”).
Highlight benefits like “Vegan Friendly” or “100% Satisfaction Guarantee”.
Avoid vague fluff like “Great Service”.
Rotate them to match your promos.
Structured Snippets
These show a category of values under a predefined header (like “Brands” or “Types”).
Everyone can use these, you just need to get a bit creative.
Choose headers like “Types”, “Styles”, “Brands”, “Destinations” etc.
Add multiple snippet variations with different headers.
Update seasonally (e.g. Summer Range, Black Friday Deals).
Price Assets
I love price assets.
Big impact on ad size and clarity.
Use from pricing (e.g. “From $19.99”) to hook price-sensitive shoppers by showcasing cheapest prices.
Keep pricing updated manually.
Works well even if your prices are high as they pre-qualify prospects and repel time-wasters.
Asset Types to Skip or Use With Caution
Headline & Description Assets
Usually redundant. You’ve already written this in your responsive search ads.
Only useful if:
You need to push a universal promo across the whole account.
You’re managing a massive account with gaps in your ad copy.
Otherwise, skip them.
Lead Form Assets
Tempting, but risky. They will show a lead form directly on Google so that you can capture leads without sending them to your website.
Only for those generating leads. Not for Ecommerce.
You’ll often get more leads at a lower CPA.
But in my experience, the lead quality drops off a cliff.
Use with caution and only if you’re tracking lead quality properly.
Call Assets (Phone Numbers)
Only for businesses that actually want phone calls, usually lead gen advertisers.
Great for local services (plumbers, pest control, B2B etc).
Not for ecommerce unless you’re high ticket and closing by phone.
Remember to set up call tracking and restrict to business hours.
Message Assets
Allows direct messages from search ads.
Only for businesses already using SMS, WhatsApp or Messenger to handle leads.
Rarely useful for ecommerce.
You need fast reply times.
Location Assets
Only for local services or retail brands with physical shops.
Great for driving foot traffic or showing proximity.
If you’re online-only, skip this one.
Promotion Assets
Very powerful but only use them when you have an actual promo running.
Great for Black Friday, clearance sales, new launches.
Schedule start/end dates to avoid awkward surprises.
Pair with a promo-focused callout and updated ad copy.
The Ecommerce Checklist
If you’re running an ecommerce store, here’s what I recommend:
✅ Sitelink.
✅ Image.
✅ Business Name & Logo.
✅ Callout.
✅ Structured Snippet.
✅ Price.
✅ Promotion (only when you’ve got a sale or discount running).
If you’ve got these covered, you’ll have a rock-solid asset setup for your Google Ads.
Summary
Ad assets are one of the most underrated parts of a successful Google Ads setup. When done right, they can dramatically increase your click-through rates, give you more ad space, and deliver better results for zero additional cost.
Sitelinks are the standout here—max them out. Follow that with image, callout, structured snippets, and price extensions for ecommerce. Use the others selectively based on your business type.
Set them at the account level for broad coverage, and then customise at the campaign level for your most important campaigns.
Simple to set up, big impact. No reason not to go and do this today.