Ad Extensions (Assets)

Ad Extensions, officially renamed to Assets in 2022, are supplementary pieces of information added to your Google Ads that expand the ad with additional links, contact details, promotions, images, and structured data. They increase ad real estate on the search results page, improve click-through rates, and contribute to Ad Rank at no extra cost per impression.

Key Takeaways

• Google renamed “extensions” to “assets” in 2022 but the functionality is identical
• Assets are free to add — you only pay when someone clicks on them (same CPC model)
• Google selects which assets to show based on predicted performance for each auction
• Assets contribute to Ad Rank, meaning they can improve ad position and lower CPC
• Available at account, campaign, or ad group level with the most specific level taking priority

What Are Ad Extensions (Assets)

Ad Extensions (now officially called Assets) are the additional elements that appear alongside your core ad text in search results. They provide extra information, links, and interaction options that make your ad more useful and prominent.

The available asset types in the 2026 Google Ads interface:

Asset Type	What It Shows	Clickable?
Sitelinks	Additional page links below your ad	Yes
Callouts	Short text highlights (free shipping, 24/7 support)	No
Structured Snippets	Category-specific details (brands, types, services)	No
Call	Phone number with click-to-call	Yes
Location	Business address and map link	Yes
Price	Product/service pricing cards	Yes
Promotion	Sale or discount details	Yes
Image	Visual images alongside ad text	No
Lead Form	In-ad contact form	Yes
App	App download link	Yes

How It Works

Assets operate within the ad auction to enhance your ad’s visibility and performance:

1. You create assets at the account, campaign, or ad group level in the Google Ads interface under Ads & assets > Assets
2. Google evaluates relevance — for each auction, Google determines which of your assets are relevant to the search query and likely to improve performance
3. Dynamic assembly — Google selects a combination of assets to display, factoring in available ad space, device, position, and competing ads
4. Ad Rank contribution — the expected impact of your assets is factored into your Ad Rank calculation, potentially improving your position or lowering your CPC
5. Performance reporting — each asset type provides click and conversion data so you can evaluate effectiveness

Google also creates automated assets (formerly auto-extensions) that it generates from your website content and campaign data. These include dynamic sitelinks, dynamic callouts, and seller ratings. You can opt out of specific automated asset types in account settings.

Asset hierarchy works by specificity:

• Ad group assets override campaign assets of the same type
• Campaign assets override account assets
• Account assets serve as the default when no campaign/ad group version exists

Practical Example

A legal services firm compares ad performance with and without assets over 30 days:

Metric	Ads Without Assets	Ads With Full Assets	Change
Average CTR	3.8%	6.2%	+63%
Average position	2.4	1.8	+25% better
Average CPC	$18.50	$16.20	-12% (Ad Rank improvement)
Conversions	42	68	+62%
CPA	$132	$95	-28%

The firm’s asset setup:

• 4 sitelinks: Free Consultation, Practice Areas, Client Reviews, Office Locations
• 4 callouts: 30+ Years Experience, No Win No Fee, Free Case Review, Rated 4.9 Stars
• Structured snippets (Services): Personal Injury, Workers Comp, Car Accidents, Medical Malpractice
• Call asset: Office phone number with hours
• Location asset: Linked Google Business Profile

Monthly impact: 26 additional conversions at $37 less per conversion, totaling $962 in saved acquisition costs — from assets that cost nothing to implement.

Why It Matters

Assets are one of the few free performance levers in Google Ads. Adding them costs nothing but can significantly improve CTR, Ad Rank, and conversion rates. Every ad without assets is leaving performance on the table.

The strategic approach is to implement all relevant asset types at the account level as a baseline, then create campaign-specific or ad group-specific versions where messaging should vary. Review asset performance quarterly, replace underperformers, and ensure your assets complement rather than repeat your ad copy. The combination of strong Responsive Search Ads with comprehensive assets creates the most competitive ad presence possible.