# Ad assets

URL: https://tnb-tech.com/en/glossary/ad-assets/

## What are ad assets?

Ad assets are the extra parts Google Ads shows with a search ad: links to other pages, short claims, a phone number, an address, an image and a logo. They appear only when Google expects them to improve the result and the ad ranks high enough, not on every impression. Adding one costs nothing, and a click on it is charged like a click on the headline.

**Example**

An air-conditioning installer runs search ads on €600 a month at €0.60 a click on average. That is 1,000 clicks, and 5% of them leave an enquiry: 50 a month at €12 each.

The account then gets four sitelinks (Installation, Servicing, Warranty, Book online), two callouts (Reply within two hours, We cover the whole region), a call asset and an address. The clickthrough rate goes from 3% to 4%, the ad holds a better position on the same bid, and the average click falls to €0.50. The same €600 now buys 1,200 clicks, which at the same enquiry rate is 60 enquiries at €10 each. The amounts are illustrative, but the direction is the point: assets add no budget, they get more from the same one.

**Why it matters for a business**

Assets sit at account, campaign or ad group level; the more specific one overrides the broader, though assets from above can still serve alongside. The main kinds:

- Sitelinks — send people to the right section instead of dropping all traffic on the home page.
- Callouts — conditions with no link behind them: warranty, response time, opening hours.
- Structured snippets — a list under a chosen header: the brands or the services you cover.
- Call and location — a one-tap phone number, and an address from the linked Google Business Profile.
- Image, logo and business name — the visual part of a text ad; the name and logo go through advertiser verification and must match the domain or the registered company name.
- Promotion — a discount tied to an occasion or a date range, kept out of the ad copy.Assets are not part of Quality Score, which is built from expected clickthrough rate, ad relevance and landing page experience. They do count in Ad Rank, as the expected impact of assets and formats, so an ad with more of the right ones can beat one bidding more. There is a threshold too: an ad in the last positions often runs without any assets. In Performance Max the same pieces sit in asset groups, which Google assembles into an ad per channel.

**What to ask**

- Which assets are set at account level and which on the campaigns, and do they match what the page offers?
- Has anyone reviewed the account’s automated assets — dynamic sitelinks and callouts — and paused any whose wording is not true here?
- Does the asset report show which sitelinks and callouts serve, and which sit unused?
- Does every sitelink open a page that keeps the promise its text makes?
- Do calls from the call asset reach the same report as form submissions?We keep assets current and report on them as part of Google Ads.

- Services: [Google Ads](https://tnb-tech.com/en/services/google-ads/)
- Glossary: https://tnb-tech.com/en/glossary/