Google Ads Assets: The Key to Better Conversions

Google Ads assets are often overlooked as one of the most effective tools for enhancing ad performance. Many business owners run Google Ads, believing that if they simply spend enough money, the clicks will follow. But the truth is, many Google Ads campaigns underperform—not because of low budgets or bad keywords, but because they’re missing one key ingredient: Google Ads assets.

Also known as ad extensions, these simple features can make your text ads stand out, appear more helpful, and provide people with a faster way to take action. The good news? Google Ads assets don’t incur additional costs. They help you stretch your budget further and connect more effectively with potential customers.

If your ads appear plain or are skipped over in the search engine results page, you may not be using these tools correctly. In this guide, we’ll explain what ad assets are, why they matter, and how they can improve conversions without raising your spend.

What Is an Asset in Google Ads?

Let’s start with the basics. What is an asset in Google Ads? It’s an additional piece of information added to your text ads. These can include links to different pages on your site, a phone number, a business location, short features about your product or service, and more.

Instead of showing a plain ad, Google allows you to attach additional information to help people better understand your offer. When used correctly, these additions make your ad more helpful and more clickable.

There are two kinds of Google Ads assets: manually created and automatically created.

Manually Created vs Automatically Created Assets

Manually created assets are the ones you build yourself inside your Google Ads account. You write the ad copy, choose the link, and decide which ad extension types match your goal. This gives you greater control over your ad messaging and appearance.

Automatically created assets in Google Ads are made by Google. Using your ad campaigns and website content, Google’s system attempts to generate helpful extras, such as callouts, sitelinks, or snippets. These can save you time, especially if you’re running many campaigns. But they’re not always perfect. You can allow them or turn them off entirely in your settings.

If you’re unsure which to use, many advertisers start with manually created ones and then review the automatically created assets that Google Ads builds to compare performance.

Why Google Ads Assets Matter for Conversions

The more helpful your ad is, the better it performs. Google Ads assets increase the size of your ad on the search engine results page and give people reasons to click. This raises your ad rank, improves your click-through rate (CTR), and often boosts lead volume.

Assets also help you match the search intent of your audience more closely. If someone’s looking for a price, a contact option, or special features, they don’t have to dig through your site—those details are right there in the ad.

Visibility and Click-Through Rate

Text ads that utilize assets require more space. Instead of one or two short lines, your ad becomes a small section packed with relevant links, features, and contact options. This makes your ad harder to ignore and gives users multiple ways to engage.

That’s why using PPC ad extensions often increases click-through rate. Users see more helpful content and trust your ad more, even before they click.

Trust and Relevance

Adding information such as “free shipping,” a local phone number, or details about the types of services helps build credibility. These Google ad extensions make the ad look more professional and give the viewer the impression that they’re dealing with a real, local business.

This is especially useful if you’re in a competitive industry, such as real estate, law, or home services. The more relevant your ad looks, the more likely potential customers will choose you over another generic listing.

Types of Google Ads Assets That Drive Results

There are many ad extension types available. Some are better suited for specific goals, like phone calls, while others work well for shopping or lead generation.

Below are the ones that usually drive the best results, especially for service-based businesses.

Sitelink Extensions

If you’ve ever wondered, “What are sitelink extensions?”—they are extra links added under your main ad headline. Instead of sending everyone to your homepage, sitelinks let people go directly to popular pages, like “Contact Us,” “Get a Free Quote,” or “About Our Team.”

They’re great for enhancing user experience and are among the most popular PPC ad extensions. Sitelinks help organize your product or service offerings in a way that makes it easier for customers to find what they want—fast.

Callouts and Structured Snippets

Callout extensions are short text blurbs that highlight what sets you apart. Think phrases like “24/7 Support” or “No Hidden Fees.” These don’t link to any other pages but provide additional information.

Structured snippet extensions work similarly, but they list out types of services or products. For example, a gym might list its amenities as follows: “Amenities: Sauna, Personal Training, Spin Classes.”

Together, these tools help answer common questions before the user even clicks—reducing confusion and improving ad quality.

Lead Forms and Phone Number Assets

The lead form extension enables users to submit their contact information directly from the ad. They don’t even need to visit your site. This is an excellent option for mobile devices, where load times or distractions might negatively impact conversion rates.

Phone number assets, or call extensions, let users tap to call. For service industries where a phone call is the primary conversion, such as legal, healthcare, or home repair, this is essential.

If your business wants to generate fast leads from mobile users, including lead forms and phone numbers in every campaign is essential.

App Extensions, Promotion Extensions, and Price Extensions

App extensions enable users to download your mobile app directly from the ad, which is ideal if your business has a customer-facing app.

Promotion extensions highlight limited-time offers, like “20% Off Services This Week.” This creates urgency and drives clicks from users looking for a deal.

Price extensions display pricing for specific products or services right inside your ad. For example, a real estate agency could list consultation fees, or a dental clinic might show costs for cleanings or braces.

These Google ad extensions are beneficial for users when comparing prices between multiple options in search.

Automatically Created Assets in Google Ads

We mentioned them earlier, but it’s worth repeating: automatically created assets that Google Ads builds can save time, but should be checked often. Google’s machine learning will try to guess what’s helpful—but sometimes it may show outdated or off-brand content.

To get the best of both worlds, many advertisers allow automatic assets but closely monitor performance reports within the Google Ads account. You can see what’s being used, how it performs, and if something needs to be removed or replaced.

PPC Ad Extensions in Action: Why They Work

Seeing is believing. Below is a breakdown showing how adding Google Ads assets changes ad performance.

Case Example or Hypothetical Test

Let’s take two identical campaigns selling local roofing services:

• Ad A: Basic text ad with a headline, one description, and no assets.
• Ad B: Same headline and description, but with sitelinks to “Free Estimate,” “Roof Repair,” and “Customer Reviews,” plus callouts like “Licensed & Insured,” and a lead form extension.

Which ad gets more clicks? In tests like this, Ad B often gets 20–40% more clicks, better CTR, and a lower cost per lead. These small additions make the ad more helpful and direct, especially on mobile devices, where users make decisions quickly.

Example: Ad Performance With vs. Without Google Ads Assets

Impact on Quality Score

Assets don’t just improve clicks—they also help with ad rank. Google rewards ads that offer more value, and the more relevant your ad copy and assets are to what people search, the better you rank.

A higher ad rank means your ad can appear higher in search, often at a lower price. That’s a win in both performance and budget.

Common Mistakes Businesses Make with Ad Extensions

Although Google Ads assets are free to use, many businesses either overlook them or use them poorly.

One-Size-Fits-All Approach

One of the most significant issues is the use of the same assets for every ad. Let’s say you’re running ads for three services—plumbing, electrical, and HVAC. Using the same sitelinks and callouts across all three won’t work well.

Instead, tailor assets to each campaign or ad group. Each product or service deserves its unique selling points.

Ignoring Mobile Behavior

More than half of searches happen on mobile devices. Yet many advertisers don’t review how their assets appear on smaller screens.

Ensure that the most essential information appears first, and consider lead form extensions or phone number assets that work well for people on the go. Additionally, test different ad copies to determine which one connects better with mobile users.

When to Reevaluate Your Use of Assets

Google Ads assets aren’t a set-it-and-forget-it tool. Just like your keywords, ad copy, and bidding strategy, your assets should be regularly reviewed and updated to ensure they remain effective. As your business changes or your audience behavior shifts, outdated or missing assets can quietly hurt performance. The following are some clear signs it’s time to take a closer look.

Signs You’re Missing Opportunities

Open your Google Ads account and ask yourself the following:

• Are my ads showing no sitelinks or callouts?: Sitelinks and callouts are some of the most effective assets for boosting engagement. If your ads don’t display any extra links or value statements, you’re missing out on space that could highlight your best product or service pages. Without these, your ads may appear shorter, less informative, and less trustworthy.
• Is CTR lower than it used to be? Click-through rate (CTR) is a strong indicator of ad relevance. If you’ve seen a drop in CTR without changing your keywords or audience targeting, the issue could be your ad extensions. Google favors ads that include valuable assets because they’re more likely to match what users are looking for. Fewer clicks often mean your ads aren’t catching attention—and a lack of assets may be why.
• Are people bouncing quickly from my landing pages? A high bounce rate can signal that users aren’t finding what they expected after clicking your ad. This often happens when there’s a disconnect between your ad extensions and your landing pages. For example, if a sitelink says “Free Consultation” but the page doesn’t mention it, users may leave. Keeping assets aligned with your landing page’s content helps manage expectations and improve conversion rates.
• Am I not receiving leads from mobile devices? If you’re seeing few mobile conversions, check whether your mobile-specific assets are in place. Phone number assets, lead form extensions, and app extensions are designed to simplify mobile interactions. Without them, mobile users might struggle to take action, especially if your site isn’t fast or mobile-friendly.

If you answered yes to any of these questions, your current ad asset setup likely needs adjustments. A quick review (checking for missing, outdated, or mismatched extensions) can help you recover lost clicks and maximize the value of your ad spend.

How to Run a Quick Asset Audit

Inside your Google Ads account, go to the “Assets” tab. Sort by performance:

• Which ones are getting clicks?
• Which haven’t shown up in weeks?
• Are you missing any major ad extension types?

Then compare asset use across campaigns. Are some phone numbers missing? Are any extensions using outdated phrases like “Spring Promo” in July? These are quick fixes that can refresh your whole campaign.

Why Small Adjustments Can Lead to Big Wins

Google Ads campaigns don’t need massive changes to see better results. Often, it’s about leveraging what’s already available to enhance performance.

Adding a few extensions, cleaning up old ones, or tailoring them by product or service can lead to big differences in click-through rate, ad rank, and conversions.

Whether you run ads for real estate, e-commerce, home services, or anything in between, assets give you a free way to make your ads stronger.

Stop Leaving Conversions on the Table—Get Expert Help With Google Ads

Many small businesses run their Google Ads without entirely using their assets. That means they’re missing out on more clicks, cheaper leads, and better ad positions.

At Oyova, we help businesses set up, monitor, and improve their Google Ads assets. Whether you need sitelinks, price extensions, or promotion extensions tailored to your specific goals, we can help you maximize the value of every dollar spent.

Don’t let your Google Ads account fall short. Start using assets the right way and watch your ads work harder for you.