Google Ads Ad Extensions (Assets): Complete Guide

Ad extensions, rebranded as "Assets" by Google, are additional pieces of information that expand your text ads. They make your ad larger on the search results page, provide more information to searchers, and improve click-through rates — all at no additional cost. You only pay the standard CPC when someone clicks.

Google decides which extensions to show for each auction based on whether the extension is expected to improve ad performance, your Ad Rank (you need a sufficiently high Ad Rank for extensions to show), and the context of the search (device, query, position).

Sitelinks add links to specific pages on your website below your main ad. Each sitelink has a headline (25 characters) and two optional description lines (35 characters each).

Add 4-8 sitelinks per campaign pointing to your most valuable pages. Good sitelink examples include "View Our Services," "Read Customer Reviews," "Get a Free Quote," "See Pricing," "About Our Team," "Contact Us," and "Service Areas."

Best practices: make each sitelink point to a different page with distinct content. Include a call to action in the headline. Use descriptions for added detail. Rotate sitelinks seasonally (add promotional sitelinks during sales periods).

Short text snippets (25 characters each) highlighting features or benefits. They appear as a line of text below your ad description. Add at least 4 callouts.

Good examples: "24/7 Emergency Service," "No Hidden Fees," "Free Estimates," "Licensed & Insured," "Same-Day Appointments," "Price Match Guarantee," "Family Owned Since 2010."

Callouts are not clickable — they are purely informational. Use them for short benefit statements that do not need their own landing page.

Show a header category with a list of specific values. Choose from predefined headers like Amenities, Brands, Courses, Destinations, Featured hotels, Insurance coverage, Models, Neighbourhoods, Service catalogue, Shows, Styles, and Types.

Example for a plumber: Header "Services" — Plumbing, Drainage, Water Heaters, Pipe Repair, Bathroom Fitting.

Example for an e-commerce store: Header "Brands" — Nike, Adidas, New Balance, Asics, Brooks.

Add at least 2 structured snippets with different headers.

Add a phone number to your ad so users can call directly. On mobile, a tap-to-call button appears. You can set call reporting to track which calls come from ads.

Configure call hours so the number only shows when someone is available to answer. Set a minimum call duration (e.g., 60 seconds) if you are tracking calls as conversions.

Show your business address, a map marker, and distance from the user. Requires a linked Google Business Profile. Essential for businesses with physical locations.

Show a set of prices for your products or services directly in the ad. Each price card has a header (25 characters), description (25 characters), price, unit (per hour, per item, etc.), and a URL.

Useful for service businesses with transparent pricing or e-commerce with featured products.

Add a form directly to your ad that users can fill out without visiting your website. Google auto-fills user information (name, email, phone) from their Google account, which increases form completion rates.

Lead form responses can be downloaded from Google Ads or integrated via webhook to your CRM (including Zapier or direct API).

Add images alongside your text ads. Images make your ad more visually prominent and can significantly improve CTR. Upload square (1:1) and landscape (1.91:1) images at minimum 300×300 and 600×314 pixels respectively. Images must be relevant to your ad and comply with Google's image policies (no text overlays, no collages, no logos).

Highlight a specific sale or promotion. Set the occasion (Black Friday, End of Year Sale, etc.), discount type (percentage off, monetary discount, up to), and optional dates. Promotion extensions add a price tag icon to your ad.

If you have a mobile app, app extensions show a link to download your app alongside your ad. The link goes to the Google Play Store or Apple App Store.

Add as many relevant extension types as possible — Google selects which to show per auction. At minimum, every campaign should have sitelinks, callouts, and structured snippets. Review extension performance regularly (Assets > Associations). Remove underperforming extensions and test new variations. Set extensions at the appropriate level — account level for universal extensions, campaign or ad group level for specific ones.