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Google Ads Assets (Extensions): Which to Add & Why

Sitelinks, callouts, structured snippets, call, lead-form and image assets — the free add-ons that make your ad bigger, richer and more clickable.

VDBy Vikas Disale·6 min read
Quick answer

Ad assets, formerly called extensions, add extra links and information such as sitelinks, callouts, structured snippets and call buttons to your ad — at no extra cost. They make your ad taller and more clickable and feed Ad Rank. Start with sitelinks, callouts, structured snippets and the call asset; call and location assets matter most for local businesses. Add several of each so Google can pick the best combination.

1Free real estate on the results page

Assets make your ad bigger and more useful

Ad assets (formerly “extensions”) add extra lines, links and info beneath your ad. They cost nothing extra, push your ad taller, give people more reasons to click, and feed the “expected impact” part of Ad Rank. There’s rarely a good reason not to add them.

Free tool

Ad asset coverage check

Tick the assets you’ve already added. We’ll score your coverage and tell you which to add next.

Asset coverage
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2The assets worth adding first

Start with these

Sitelinks
links to Men’s, Women’s, Sale, Contact
Callouts
“Free delivery”, “COD available”
Structured snippets
Brands: Nike, Adidas, Puma
Call
tap-to-call — huge for local
Lead form
capture enquiries from the ad
Location / Image / Price
context that stands out
3How to use them well

More assets, more often

Add several of each type — Google picks the best combination per auction, just like RSA assets. The more relevant assets you supply, the more often your ad qualifies for a richer, taller layout.

📱
For Indian local businessesCall and Location assets often matter more than anything else — many searchers want to ring or visit, not browse a website.
⚠️
Don’t leave them emptyAn ad with no assets looks thin next to competitors’ rich ones — and quietly loses clicks even at the same position.
Key takeaways
  1. Assets add free extra lines and links, making ads taller and more clickable.
  2. Start with sitelinks, callouts, structured snippets and call assets.
  3. Call and location assets are often most valuable for local businesses.
  4. Add several of each — Google picks the best combination per auction.
  5. Assets are free; an ad without them looks thin and quietly loses clicks.
?Frequently asked

Ad asset FAQs

What are ad assets or extensions?
Extra links and information such as sitelinks, callouts, snippets and call buttons that make your ad bigger and more clickable at no extra cost.
Which ad assets should I add first?
Sitelinks, callouts, structured snippets and the call asset. Call and location assets matter most for local businesses.
Why are extensions now called assets?
Google renamed ad extensions to ad assets, but they do the same job of adding extra detail and links to your ads.
Do ad assets cost extra?
No. You still only pay for normal clicks. Assets are free to add and simply make your ad richer and taller.
Why are my ad assets not showing?
Google shows assets when they are likely to improve performance and when your ad rank and position qualify, so add several of each and make sure they are approved.
What are sitelinks in Google Ads?
Extra links beneath your ad that send people to specific pages, such as a category, a sale page or your contact page.
→Keep learning

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Quality Score Deep Dive
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VD
Vikas Disale
Author · Digital Marketing

Vikas Disale is a digital marketer with around a decade of hands-on experience running and teaching paid search. He builds practical, example-led Google Ads training for business owners and marketers. More about Vikas →

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