Guide: Create successful Search campaigns

Boost your ads with multiple assets

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 them

Goal: 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

How to add assets
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.
  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. 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.
  5. Select the level at which you’d like to add the asset. For best results, choose either the account or campaign level.
  6. Create your asset.
  7. Click Save.
  8. Add your next asset following the same steps.

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