What is Ad Assets (Ad Extensions)?
Ad assets (formerly called ad extensions) are extra pieces of information attached to a search ad, sitelinks, callouts, structured snippets, call buttons, location, price, and promotions. They expand the ad's size and usefulness, and Google shows them when they're predicted to improve performance.
What to know in practice
- Assets increase the ad's footprint and typically lift CTR at no extra cost, they're one of the highest-leverage, lowest-effort improvements in an account.
- They also feed the 'expected impact of assets' component of Ad Rank, so a well-assetted ad can win a better position at the same bid.
- Add every relevant asset type; Google only shows the ones likely to help, so there's little downside to providing more.
- Sitelinks should point to genuinely different pages and intents, not four links to the same page.
Common misconception
Assets don't always show, and that's normal. Google displays them based on predicted impact, position, and ad rank, providing them makes you eligible, it doesn't guarantee display.
Related terms
- Ad Rank → Paid Media
- Quality Score → Paid Media
- Responsive Search Ads (RSA) → Paid Media