If you’ve been searching on Google and seen an ad with a call button, extra links, an address, or other extra information, you’ve seen various types of assets. Adding as many assets as possible can help make your ad larger and more robust, giving people more reasons to take action directly from your ads.
Critical to ad success
Assets are free to add, and typically increase your click-through-rate and ad quality. They only show when they’re predicted to get you better results, like clicks to your website. So to get the most value from your Search campaigns, be sure to add at least 4 sitelinks and 3 unique images to your account or campaigns.
Add at least 4 sitelinks and 3 unique images
Here are the recommended assets that can boost your ads:
Sitelink assets: Direct people to specific pages on your website—your store hours, a specific product, or more. When someone clicks or taps on your links, they can skip right to what they want to know or buy. To make it more likely that your sitelinks show with your ads, add at least 4 sitelinks. Learn more about sitelink assets
Image assets: Drive the performance of your products and services with image assets. Adding at least 3 unique and relevant images to your website can enhance the message of your existing text ads and it can also attract users to click on your ads. Learn more about image assets
Add additional ad assets to support your business goals
Beyond sitelinks and image assets, be sure to add other assets that make sense for your business. Select your assets based on your primary advertising goal.
Common advertiser goals and the assets that can support themGoal: Get customers to buy from your business location
If you want to direct people to your physical locations (like stores or restaurants), here are assets you may consider:
Location assets
Encourage people to visit your business by showing your location, a call button, and a link to your business details page—which can include your hours, photos of your business, and directions to get there. If you want customers to visit your business location but to call a centralized line (rather than specific locations’ numbers), use call assets with your location assets. Learn more about location assets
Goal: Get customers to contact you
If you want people to call you or chat with your business, use call assets or message assets:
Call assets
Encourage people to call your business by adding a phone number or call button to your ads. Learn more about call assets
Message assets
Let people chat with your business through your Search or Performance Max ad. A chat experience opens when the chat prompt is clicked. Learn more about message assets
Goal: Get online sales and other website conversions
If you want to direct people to your website, use these assets:
Sitelink assets
Link people directly to specific pages of your website (like “hours” and “order now”) using at least 4 sitelinks. Learn more about sitelink assets
Image assets
Upload at least 3 unique images that will best represent your products and services. Learn more about image assets
Callout assets
Add additional text to your ad, like “free delivery” or “24/7 customer support.” Learn more about callout assets
Structured snippet assets
Showcase information potential customers will find most valuable by selecting a predefined header (like, product or service category) and listing items. Learn more about structured snippet assets
Promotion assets
Create campaigns for particular holidays. Learn more about promotion assets
Price assets
Showcase your services or product categories with their prices, so that people can browse your products right from your ad. Learn more about price assets
Goal: Get people to download your app
If you want to get people to download your app, use app assets:
App assets
Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets. Learn more about app assets
Goal: Get users to connect with your business and drive leads
If you want to drive leads seamlessly, use lead forms:
Lead forms
Let people submit their information in a customized form directly in your ad. Available for non-sensitive verticals in some countries. Learn more about lead form assets
- Click Ads & assets in the page menu on the left, then click Assets.
- You will now see a table with all your assets. Click the plus button
, then click the type of asset you’d like to add.
- Select the level at which you’d like to add the asset. For best results, choose either the account or campaign level.
- Create your asset.
- Click Save.
- Add your next asset following the same steps.