About message assets

Google has partnered with official messaging experts globally to help you run effective message asset campaigns. Learn About official partners for 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 your preferred messaging platform where customers can start a conversation with your business. Message assets can be used with Search and Performance Max campaigns.

This guide explains how to configure message assets, report on them, and troubleshoot serving issues.

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

Before you begin

To use message assets, make sure that you have:

• A good history of policy compliance.
• A Google Ads account in an eligible vertical or sub-vertical. Sensitive verticals or sub-verticals, for example, campaigns and elections, aren't eligible for message assets.
• Completed Advertiser verification program. Learn more about Advertiser verification.

Important: If you’re a new advertiser to Google, your message asset impressions may be temporarily limited until you have accumulated positive user interactions. These limits help Google better assess your account.

You must also complete the steps below:

• Set up your preferred messaging platform by providing a phone number, URL, or username for the message asset.
• Under “Starter message”, enter a message that meets Google Ads policies.
• Confirm that your headline has no mention of the messaging platform. Mentioning your messaging platform in a headline can cause confusion for users who click on the headline when they are redirected to your webpage instead of the respective platform.
• In Google Ads message assets configuration, select the country for your WhatsApp or SMS number and in the“phone number input” box, provide an active WhatsApp Business or SMS number. For Facebook Messenger and Zalo, provide your URL with username. You can also provide a custom URL name or your account ID for Zalo. These URLs can look like the examples below:
  • Facebook Messenger URL with username: https://m.me/username
  • Zalo Official account ID: https://zalo.me/OA ID
  • Zalo custom URL: https://zalo.me/custom URL name

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.