Paid Advertising
Ad Assets (Ad Extensions)
Extra pieces of info attached to a search ad, like sitelinks, callouts, phone, and location, that expand it and lift clicks.
Definition
Ad Assets, formerly called ad extensions, are the additional details Google can append to a search ad, including sitelinks, callouts, call buttons, and location info. They make your ad larger and more useful, which typically improves click-through rate at no extra cost to show.
In depth
Ad assets bolt extra information onto the base headline and description of a search ad. Sitelinks send people to specific pages like a portfolio or reviews, callouts highlight selling points such as licensed and insured, the call asset adds a tap-to-dial number, and the location asset shows your service area. Google chooses which to display per auction based on expected performance, and that expected impact also feeds your Ad Rank.
For a remodeler or builder, assets do two valuable things at once. They take up more of the results page, pushing competitors down, and they hand the homeowner the exact next step, whether that's calling now, seeing your past work, or confirming you serve their town, which turns more impressions into real inquiries.
The mistake is leaving assets blank or generic and missing the free real estate. We build out the full set of relevant assets, wire the call asset into call tracking so phone leads are measured, and point sitelinks at the landing page that actually converts, so each ad works as hard as it can for the same click cost.
Worked example
A kitchen remodeler adds sitelinks, callouts, and a call asset; the ad now spans more of the page and its click-through rate rises from 4% to 6%.
Paid Advertising
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