Ad assets are optional pieces of information attached to search ads: extra links, short feature callouts, structured lists, images, phone numbers and more. Google renamed ad extensions to assets in 2022. Assets are not guaranteed to show, but their expected impact is a factor in Ad Rank, so adding relevant ones can improve both position and click-through rate.
Assets most useful for SaaS
- Sitelinks: extra links to pages such as pricing, integrations, a demo page or a specific use case.
- Callouts: short non-clickable phrases like “SOC 2 Type II” or “No credit card required”.
- Structured snippets: a header plus values, such as “Types: Scheduling, Payroll, Time tracking”.
- Image assets: product screenshots or brand imagery next to the ad, where eligible.
- Business name and logo: brand identifiers shown with the ad.
- Price assets: plan names and starting prices.
Automated assets
Google can also create dynamic assets automatically, for example sitelinks or callouts pulled from your site. These can be turned off at account level. Check what Google is generating, since automated text may describe your product in ways you would not choose.
Keeping them accurate
Assets often outlive the pages and offers they point to. A sitelink to a retired feature page or a callout for an expired promotion damages trust and wastes clicks. Review assets whenever pricing, plans or navigation change.
Example
Sitelinks by intent
Hypothetical company Larkspan sets brand campaign sitelinks to Pricing, Integrations, Customer Stories and Book a Demo, and category campaign sitelinks to use-case pages. The brand ad becomes a compact navigation menu for people who already know the product.
Common mistakes
Sitelinks that all go to one page
Each sitelink should lead to a different, relevant page. Duplicate destinations can be disapproved and add little.
Questions
No. A click on a sitelink or other clickable asset is charged like a click on the main ad.
Google decides per auction whether showing an asset is likely to help, and it needs enough Ad Rank and space on the page. Assets can also be limited by policy review, so check their status in the account.
