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Tips & Tricks

How assets can help you connect with valuable customers

January 1, 2023 Article
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Whatever drives value for your business — whether it’s images, calls, or promoting seasonal offers — there are a wealth of assets to help. Here we explore how assets work and why they are a must for most advertisers, as well as sharing some of the most useful options.

What are assets?

In addition to your headlines and descriptions, assets like images and sitelinks are a quick and easy way to expand your Search ads with more content that give people more reasons to choose your business — at no extra cost.

You can implement assets at the account, campaign, or ad group levels, including location information, prices, and promotion callouts. These appear in your ad, providing users with additional information, which is often clickable.

Once you’ve set up the assets, machine learning technology selects which to show in response to specific user queries, choosing those predicted to improve your ad’s performance.

Assets allow you to maximise your ads’ content for a greater presence on the Search results page.

Why are assets good for business?

Assets are suitable for just about every advertiser because of the range of options available and the fact you can include useful details about your business in your ad.

This allows you to maximise your ads’ content for a greater presence on the Search results page. The more options for assets you add to your campaign, the more engaging your ad will be — and the more potential value you can generate for your business.

Not only can assets help increase the general visibility of your ads on Search, but they can help increase an ad’s click-through rate (CTR) too.

Because you can use Google Ads to measure the success of specific assets, they’ll also give you a better understanding of what works best in terms of turning clicks into conversions.


An action that’s counted when someone interacts with your ad and then does something you’ve defined as valuable, such as making an online purchase or getting in contact. Read more

Which assets should I be using and why?

Every business can benefit from assets. A larger enterprise may use structured snippets to break down the services it offers; a smaller local business may use call assets to reach customers, eliminating the need for a dedicated website.

Here are some ways you can use assets to transform your ads, whatever the needs and goals of your business.

Make it easier for people to identify your business at a glance with your business name and logo

To help people take action faster when they see your ad, you can show your business name and logo above your ad’s headlines and descriptions.

Larger, more established businesses that already have high brand awareness can showcase their business names and logos to drive familiarity with customers, while smaller businesses can create brand recognition for offerings that they want to be associated with.

Improve your quality score with sitelink assets

Sitelink assets allow you to link people directly to specific parts of your website. You can use them to direct people to opening times or to instructions on how to order.

Because your Quality Score improves with your click-through rate, using sitelinks can help boost your overall ad performance on Search. Make sure those sitelinks perform optimally by setting up several per campaign and link them directly to well-performing pages with unambiguous titles.

Reach more qualified customers with callout assets

Callout assets are 25-character text snippets added to your ad, highlighting aspects of your business that may be of interest to potential customers, such as free shipping or ethical production.

They’ll help you land important brand messaging and USPs in a prime position in your ads. When combined with structured snippets — an additional breakdown of categories or services — callout assets help people get a clear understanding of what your business does, so that they’re well informed before they click.

Turn searches into sales with price assets

Price assets allow you to show prices to customers before they click. As such, they’re great for finding customers who are less likely to find your price points a barrier to purchase and channelling them to your site. Link your ads directly to products to speed up the journey — or highlight specific deals and offers with promotion assets.

Maximise conversions with call and lead form assets

There are a number of assets that help drive potential customers to take specific actions. For example, call assets provide a button that takes customers directly through to a phone call, creating a smooth transition between your ad and speaking to you directly.

Likewise, lead form assets allow customers to contact you via a form located within your ad, foregoing the need for them to find an email or contact form on your website. Combined with location assets , which show your business on a Google map, you’ll be able to use Search campaigns without a highly curated website — or any website at all.

Optimise for modern search with image and app assets

There are a range of assets to help you engage with people on Search. For example, image assets can help you visually showcase your products and services to potential customers.

And app assets can aid you in driving valuable users to download or use your app if they already have it installed. When an asset appears for them, users will be able to go to your app or a relevant app store straight from your Search ad.

Whether you opt for manual or account level automated assets, it’s a good idea to use all the options relevant to your business goals. You can find a full list of available assets and how to implement them on the Google Ads Help Center.

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