The short answer
Assets (formerly extensions) add extra lines to your Google Search ads. Add at least 4 sitelinks (25-character link text plus two 35-character description lines), 4 callouts (25 characters each), one structured snippet with 3+ values, a call asset with your business hours, and image assets if eligible. Add them at campaign level so they match each campaign’s ads.
Before you start
By the end of this SOP
Each Search campaign has sitelinks, callouts, a structured snippet and a call asset showing in the ad preview.
- Time
- 20–30 minutes
- You’ll need
- A Search campaign (SOP 302) and the URLs of your key pages.
- Who does this
- The person managing Google Ads.
About this SOP: why it matters, where and when
Why it matters: Ads with relevant assets usually get a higher CTR and Google factors their expected impact into Ad Rank, so they can win better positions at the same bid.
Where: Google Ads → Campaigns → Assets.
When: When you build a campaign, then review every quarter.
Stage 1
Add sitelinks
- 1
Go to Campaigns → Assets, click + and choose Sitelink. Select your campaign as the level.
- 2
Add 4–8 sitelinks to real, useful pages: services, pricing, reviews, contact, location, offers.
- 3
Link text: 25 characters, for example “See Implant Prices”. Add both description lines (35 characters each); sitelinks with descriptions can show larger.
- 4
Each sitelink must go to a different URL from the others.
Stage 2
Add callouts and a structured snippet
- 1
Add 4–10 callouts (25 characters each): “Free Consultation”, “EMI Available”, “Open on Sundays”, “Parking Available”.
- 2
Add a structured snippet: choose a header such as Services, Types or Courses, then 3–10 values, for example Services: Implants, Braces, Root Canal, Whitening.
- 3
Keep claims true and specific. Google can disapprove vague superlatives or claims you can’t back up.
Note
Callouts are short facts, not sentences. No punctuation at the end.
Stage 3
Add call, location and image assets
- 1
Call asset: add the business phone number and set an asset schedule for the hours someone answers. Turn on call reporting so calls count as conversions.
- 2
Location asset: link your Google Business Profile (Assets → Location) so your address and distance can show.
- 3
Image assets: upload a square and a landscape image of the real business or product. Google shows them on eligible accounts and searches.
- 4
Optional: lead form asset, if you want people to submit details without visiting the site. Connect the leads to your CRM or download them daily.
Stage 4
Check what shows and what works
- 1
Use the ad preview in the asset panel to see a sample with your assets.
- 2
After 2–4 weeks, open Assets and review clicks and CTR by asset. Replace sitelinks with very low clicks with more useful pages.
- 3
Check the asset status column. Fix any marked Disapproved or Limited.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
For a sample business, write 6 sitelinks with descriptions, 6 callouts and one structured snippet, all within the character limits.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
Do Google Ads assets cost extra?
No. You pay the same per click whether someone clicks the headline or a sitelink. A call from a call asset counts as a click.
Why aren’t my sitelinks showing?
Google shows assets only when it predicts they will help and when your ad ranks high enough. New assets, low Ad Rank and too few sitelinks (under 2) are common reasons.
Should assets be at account or campaign level?
Use account level for general ones (contact, about) and campaign level for anything specific to a service. Campaign-level assets override account-level ones of the same type.
Done. That’s a real skill, not a certificate.
Next: SOP 305 — Review Search Terms and Add Negative Keywords →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track