About message assets

Message assets allow you to configure an ad asset or button with your responsive search ads in Google Ads. After configuration is complete, user clicks are directed to WhatsApp so customers can start a conversation with your business. Message assets can be used with Search and Performance Max campaigns in Brazil or India.

Note: Message assets are currently in beta. If you’re unable to access this feature, it may not be available to you yet.

On this page

Before you begin

To use message assets, make sure that you take the following actions. You can review the steps to set up message assets in the Instructions section below.

  • Set up your WhatsApp for Business app or WhatsApp for Business platform to provide a phone number for the message asset.
  • In Google Ads message assets configuration, select the country for your WhatsApp number and in the“WhatsApp phone number input” box, provide an active WhatsApp Business number.
  • Under “Starter message”, enter a message that meets Google Ads policies.
  • Confirm that your headlines has no mention of WhatsApp. Mentioning WhatsApp as a headline may result in clicks being redirected to your webpage.

Keep in mind

During message asset creation, select “Conversions” as your bid goal. If you have Conversion Based bidding as your primary objective, set Max conversions or tCPA, else if you choose Value Based bidding then set Target ROAS & Max conversion value. Learn more about how to Determine a bid strategy based on your goals.


How it works

Message ads serve on both Android and iOS as an extension to your text ads. When your message asset appears on the Google Search results page, potential customers are shown:

  • Headlines
  • Descriptions
  • URL
  • Your message asset

If a potential customer clicks or taps on your headline, they’ll be directed to your website. However, if a potential customer clicks or taps on your messaging call to action or button, they’ll start a WhatsApp conversation with you.

Note: No other asset types are triggered when serving the message button. This means that your message assets won’t show calls, lead forms, or other asset types.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Add message assets to a new campaign

  1. In your Google Ads account, click the create button Create Button, then select Campaign.
  2. Choose “Leads” as your campaign objective.
    • Note: You should use your existing account-level conversion goals initially. After your campaign has generated one conversion, you’ll have the option to add a “Leads from Messages” conversion goal as an account level goal. Going forward, your account will show the “Leads from Messages” conversion goal for subsequent campaign set ups.
  3. After you confirm your conversion goals, select Search or Performance Max as your campaign type, then click Continue.
  4. Select “Messages from your ads” as the way you’d like to reach your goal.
  5. Click Continue to finalize your campaign creation.

Add message assets to an existing campaign

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. ​Choose the campaign you’d like to add a message asset to, then click the gear icon to open the “Settings” window.
  5. From the “Settings” window, click Goals, and select the goal “Messages from your ads”.
  6. Click Save.
    • Note: After your campaign has generated one conversion, you’ll have the option to add a “Leads from Messages” conversion goal.

Steps to configure message assets

After you’ve added assets to your campaign, you can configure your message assets in 2 ways:

  • From the Google Ads account-level
  • From your Google Ads campaign creation menu

Configure message assets from the account-level

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Click the blue plus button , then choose Message.
  5. Provide a WhatsApp number and starter message to display with your ad.

Configure message assets during campaign creation

  1. In your Google Ads account, follow the instructions to create a Search or Performance Max campaign.
  2. From the “More asset types” section of your campaign creation, click Messages.
  3. Provide a WhatsApp number and starter message to display with your ad.

Reporting

Standard Google Ads reporting is supported for message assets. You can find details about the following metrics in your Google Ads account or in the Reporting editor.

Standard metrics

  • Impressions
  • Clicks
  • Cost
  • CTR (Click-Through-Rate)
  • CPC (Cost Per Click)
  • Conversions
  • View-Through Conversions
  • Offline tracking, including Store Visit Rate/Store Sale Rate
    • Supported for retailers already using Store Visits/Sales in Google Ads.

Troubleshoot serving issues

If your assets aren’t serving, they may be limited by Google Ads Advertising policies, and it’s recommended that you review the policies to determine if you’re in violation. The following types of content may be restricted based on Search Ads policies:

  • Sexual content
  • Gambling-related content
  • Misusing personal information
  • Affiliate network/lead aggregator
  • Healthcare and medicines
  • Unavailable offers
  • Alcohol-related content
  • Political content
  • Trademarks

Learn more about what happens if you violate our policies.

If your ads have been flagged or labeled as a sensitive vertical, Google suggests that you remove the content and resubmit for a review. If the issue persists, reach out for additional support.

If nothing has been flagged as a sensitive vertical but your campaign is still not serving impressions, review your Account Goal settings to confirm that you’re not using a legacy campaign goal like “Leads from messages (Google Hosted). It’s recommended that you use the “Leads from messages” account goal.

Related links

Was this helpful?

How can we improve it?
Search
Clear search
Close search
Google apps
Main menu