Search Campaign “Extensions” (Now Called Assets): What’s Available and Why It Matters
If you’ve been in Google Ads for a while, you probably still say “extensions.” In the current interface, these are called assets. Same concept, bigger role: assets can materially improve click-through rate, conversion rate, and ad prominence by giving your ads more real estate and more ways for a searcher to act.
Two important truths before we go asset-by-asset. First, adding an asset doesn’t guarantee it will show on every impression—serving depends on predicted performance, available space, and Ad Rank. Second, assets follow a hierarchy: more specific beats less specific. For example, an ad group–level asset can override a campaign-level asset, which can override an account-level asset.
All Available Assets for Search Campaigns (Use + Conditions)
Business Name Asset (Business Information)
Use: Shows your brand name prominently in your Search ads, improving trust and recognition—especially helpful when your display URL isn’t obviously your brand.
Conditions / requirements: You’ll typically need advertiser verification completed, and the business name must align with the verified domain or verified legal name. If you need to show a different name (for example, a brand/sub-brand), you may need a separate brand verification process. You can add one business name at the account level, and also set a business name per campaign. Even when configured correctly, these assets aren’t guaranteed to serve on every impression.
Business Logo Asset (Business Information)
Use: Adds a recognizable logo next to your Search ad, which can lift CTR and reduce “unknown advertiser” friction.
Conditions / requirements: Similar to business name assets, logo assets are tied to business information requirements and must accurately represent the advertised business. Your logo should be clearly associated with the business and consistent with your landing page branding. You can add one logo at the account level and one per campaign. The platform may also create and test dynamic versions, and dynamic logos may serve when expected to perform better.
Sitelink Assets (Plus Dynamic Sitelinks)
Use: Adds additional links beneath your ad to key pages (pricing, services, locations, demo, contact, best sellers). This is one of the highest-impact assets because it multiplies entry points without needing separate ads.
Conditions / requirements: You generally need at least two sitelinks eligible to show. On Search, sitelinks can display differently by device and position; commonly you can show up to 6 on desktop and up to 8 on mobile (carousel-style). Sitelink text has character limits (commonly 25 characters in most languages). If you add descriptions, they can unlock richer formats and improve usefulness. Avoid near-duplicate sitelink text—only one of similar sitelinks may be eligible to serve at a time.
Dynamic sitelinks may be created automatically. They can show alongside or instead of manual sitelinks when predicted to help performance, and you can opt out or remove specific auto-created sitelinks if needed.
Callout Assets (Plus Dynamic Callouts)
Use: Short “benefit” statements that don’t link anywhere (Free Shipping, 24/7 Support, Price Match, Family Owned). They’re ideal for differentiators that apply broadly and don’t need a dedicated landing page.
Conditions / requirements: Callouts have strict editorial standards—avoid gimmicky punctuation/symbols used purely to draw attention, and avoid repeating the same message across callouts or repeating the ad text itself. Callout text is typically limited to 25 characters (and shorter for double-width languages). Your ad can show multiple callouts (often up to 10 depending on layout), but serving depends on space and predicted impact.
Dynamic callouts can also show automatically (often pulled from your site or inferred from your business). They may appear alongside or replace manual callouts when expected to perform better, and you can remove/opt out if you don’t want them.
Structured Snippet Assets (Plus Dynamic Structured Snippets)
Use: Lists specific categories or “menus” under a predefined header (for example: “Services: Roof Repair, New Roofs, Gutters” or “Brands: X, Y, Z”). Great for qualifying clicks and improving relevance.
Conditions / requirements: You must choose a supported header and provide values that fit that header. Values must be clean and scannable: avoid promotional text (like “Sale” or “Free shipping”), avoid stuffing multiple items into one value field, and avoid repeating the same value across headers. As with callouts, punctuation/symbol gimmicks can trigger disapprovals. These can be set at account, campaign, or ad group level.
Dynamic structured snippets may also be generated automatically and can serve when predicted to help performance.
Image Assets for Search Campaigns (Plus Dynamic Image Assets)
Use: Adds high-quality images alongside your Search ads to increase visual prominence and improve user understanding (especially powerful for consumer services, local, education, and certain B2C categories).
Conditions / requirements: Image assets have both format requirements and account eligibility requirements. Eligibility commonly includes the account being open long enough (for example, more than 60 days), having a solid policy compliance history, having active campaigns, and accruing spend on Search for a period (often at least the last 28 days). Some sensitive verticals may be ineligible.
From a creative standpoint, images must be clear, relevant to the queries/keywords, and match the landing page experience. Avoid text overlays, graphic overlays, or logo overlays that are added in post-production (logos that naturally appear in a real photo are typically fine). Avoid collages, excessive blank space, blurry/distorted images, and poor cropping. You’ll typically provide at least a square (1:1) image and optionally a landscape (1.91:1) image, with minimum pixel requirements and a max file size constraint.
Dynamic image assets can also be created automatically (often based on your landing pages). As with other auto-created assets, you can remove or opt out if quality/control is a concern.
Price Assets
Use: Shows a scrollable set of priced offerings beneath your Search ad (services, product tiers, categories, etc.). This is excellent for high-intent searches where price transparency pre-qualifies clicks and reduces waste.
Conditions / requirements: Price assets must be structured correctly and remain consistent with the user’s on-site experience. There are strict content rules: for example, you generally can’t put price information or promotional text in places meant for headers/descriptions, and the asset’s final URLs must stay on the same domain as the ads they attach to. Choose the appropriate “type” (such as service categories, service tiers, product categories, brands, and so on) and keep the structure aligned with that type. Availability can vary by language/currency.
Promotion Assets
Use: Highlights a sale, discount, or special offer directly in the ad unit (percent off, amount off, coupon code, minimum spend). This is one of the best assets for seasonal spikes and conversion-rate lifts when your offer is genuinely competitive.
Conditions / requirements: Your offer must be accurate and clearly discoverable on the landing page. If you use a promo code, the promo code field must contain an actual code (not a description, phone number, or hype text). Promotions tied to specific occasions have freshness rules—if the promotion hasn’t been created or edited within a recent window relative to its start date, it can become ineligible, and older promotions may be automatically paused. In practice, this means you should refresh and revalidate promotions routinely, not “set and forget.”
App Assets (Search-Only)
Use: Adds a link to your mobile/tablet app beneath your Search ad. Great for brands where existing customers prefer the app experience (banking, food ordering, loyalty programs, marketplaces) while still allowing new users to click the headline to the website.
Conditions / requirements: App assets are specifically for Search ads. Your app must be live in the relevant app store(s), and you’ll need the Android package name or iOS app ID plus the store listing URL. The system can show the correct store link based on the user’s device, and it can avoid showing a tablet-only app to phone users. Typically, only one app asset displays per text ad at a time, even if you have multiple app assets created.
Call Assets
Use: Adds a call button or call action to your Search ads so prospects can phone you immediately—ideal for lead gen, urgent services, bookings, and high-consideration consults.
Conditions / requirements: Phone numbers must be valid and compliant. Vanity, premium-rate, and fax numbers are typically not allowed for call assets, and numbers may be verified to confirm they represent the advertised business (including occasional test calls). Phone numbers must be in service and generally aligned with the geography you’re targeting. If you use certain number types that can incur additional charges for the caller, disclaimers may appear.
Call assets may not show on every impression; serving depends on predicted performance and auction conditions. Also note a major platform change: call-only ads are being deprecated. As of February 2026, the ability to create new call-only ads is scheduled to be removed, and as of February 2027, existing call-only ads are scheduled to stop receiving impressions. If you currently rely on call-only, plan a controlled migration to responsive search ads paired with call assets well before those dates.
Location Assets (Including Affiliate Location Assets)
Use: Shows your address, directions, and (sometimes) a call button—crucial for storefronts, service-area businesses, and any brand with physical locations. Location assets also support visibility in map-related placements and can enable location-based conversion measurement (where eligible).
Conditions / requirements: You can set up location assets by linking a location data source (commonly a Business Profile or eligible chain store source). You generally choose one location asset “type” per account (for example, your owned locations versus affiliate locations). Locations must be recognized, accurate, and not closed, and you must have appropriate authorization to advertise the location. There are also relevance requirements: the business and the promoted products/services must align with the location (with different handling for affiliate location assets).
You can control location serving with location groups and by choosing whether a campaign/ad group uses all synced locations, a subset, or no location assets.
Lead Form Assets
Use: Lets users submit their contact details directly from the ad experience, reducing friction versus a landing page—often effective for mobile-first lead gen, quote requests, and high-CPC verticals where every drop-off is expensive.
Conditions / requirements: Lead form availability depends on country, and for Search they can appear on both desktop and mobile. You’re typically limited to one lead form asset per campaign. For eligibility and consistent serving, you generally need conversion-focused bidding, and your campaign should be optimized toward a lead form conversion goal (even if you’re tracking other conversions too). Responsive search ads are eligible to serve lead forms; older legacy text ad formats may be ineligible. Lead form assets must also comply with form/lead policies around data collection and user transparency.
Seller Ratings / Store Ratings (Automatically Shown When Eligible)
Use: Shows star ratings beside your Search ads, boosting trust and CTR—especially for competitive categories where credibility is a differentiator.
Conditions / requirements: Ratings typically show automatically when you meet eligibility criteria, including having enough verified reviews and meeting minimum rating thresholds (commonly 3.5 stars or higher). You generally aren’t charged for clicks on the rating itself (clicks on the ad still follow normal charging rules). Because this is automated, you focus less on “setup” and more on ensuring your review ecosystem is legitimate, consistent, and policy-compliant.
Universal “Conditions” That Decide Whether Assets Actually Show
Even with perfect setup, assets don’t serve 100% of the time. In real accounts, the biggest gating factors are relevance, predicted lift, and Ad Rank. If your ad is barely clearing the page or the query is loosely relevant, assets often drop off first. If your ad is highly competitive and tightly matched to intent, assets show more consistently and in richer combinations.
Also remember that asset conflicts and overrides are common. If an ad group has one low-quality callout, it can block stronger campaign-level callouts from showing. The same pattern applies across most asset types: the most specific level takes precedence, even when it’s not the best content.
Fast Diagnostic Checklist (When Assets Are “Eligible” but Rarely Show)
- Check hierarchy conflicts: Confirm you’re not accidentally overriding strong campaign/account assets with weak ad group assets.
- Improve “coverage” per asset type: For sitelinks and callouts in particular, thin coverage often leads to inconsistent serving. Build a robust eligible pool, then let the system choose.
- Fix compliance triggers: Remove gimmicky punctuation, repetitive claims, mismatched domains, promo code misuse, or any misleading price/offer wording.
- Raise Ad Rank the right way: Tighten keyword-to-ad-to-landing-page relevance, strengthen your responsive search ads, and use smart bidding aligned to the conversion action you actually want.
- Validate eligibility gates: For image assets and lead forms especially, confirm the account/campaign meets eligibility rules (history, policy standing, bidding/conversion goal setup, geography availability).
Let AI handle
the Google Ads grunt work
Let AI handle
the Google Ads grunt work
Blobr offers a large range of AI agents able to help create and optimize at scale extensions for your ads.
- The Sitelinks agent finds the most relevant URLs for your ad group,
- The Callouts agent creates sets of callouts able to capture your product and offer,
- The Structure Snippets aent boosts structured snippet relevance and CTR while aligning messaging with customer psychology.
Search Campaign “Extensions” (Now Called Assets): What’s Available and Why It Matters
If you’ve been in Google Ads for a while, you probably still say “extensions.” In the current interface, these are called assets. Same concept, bigger role: assets can materially improve click-through rate, conversion rate, and ad prominence by giving your ads more real estate and more ways for a searcher to act.
Two important truths before we go asset-by-asset. First, adding an asset doesn’t guarantee it will show on every impression—serving depends on predicted performance, available space, and Ad Rank. Second, assets follow a hierarchy: more specific beats less specific. For example, an ad group–level asset can override a campaign-level asset, which can override an account-level asset.
All Available Assets for Search Campaigns (Use + Conditions)
Business Name Asset (Business Information)
Use: Shows your brand name prominently in your Search ads, improving trust and recognition—especially helpful when your display URL isn’t obviously your brand.
Conditions / requirements: You’ll typically need advertiser verification completed, and the business name must align with the verified domain or verified legal name. If you need to show a different name (for example, a brand/sub-brand), you may need a separate brand verification process. You can add one business name at the account level, and also set a business name per campaign. Even when configured correctly, these assets aren’t guaranteed to serve on every impression.
Business Logo Asset (Business Information)
Use: Adds a recognizable logo next to your Search ad, which can lift CTR and reduce “unknown advertiser” friction.
Conditions / requirements: Similar to business name assets, logo assets are tied to business information requirements and must accurately represent the advertised business. Your logo should be clearly associated with the business and consistent with your landing page branding. You can add one logo at the account level and one per campaign. The platform may also create and test dynamic versions, and dynamic logos may serve when expected to perform better.
Sitelink Assets (Plus Dynamic Sitelinks)
Use: Adds additional links beneath your ad to key pages (pricing, services, locations, demo, contact, best sellers). This is one of the highest-impact assets because it multiplies entry points without needing separate ads.
Conditions / requirements: You generally need at least two sitelinks eligible to show. On Search, sitelinks can display differently by device and position; commonly you can show up to 6 on desktop and up to 8 on mobile (carousel-style). Sitelink text has character limits (commonly 25 characters in most languages). If you add descriptions, they can unlock richer formats and improve usefulness. Avoid near-duplicate sitelink text—only one of similar sitelinks may be eligible to serve at a time.
Dynamic sitelinks may be created automatically. They can show alongside or instead of manual sitelinks when predicted to help performance, and you can opt out or remove specific auto-created sitelinks if needed.
Callout Assets (Plus Dynamic Callouts)
Use: Short “benefit” statements that don’t link anywhere (Free Shipping, 24/7 Support, Price Match, Family Owned). They’re ideal for differentiators that apply broadly and don’t need a dedicated landing page.
Conditions / requirements: Callouts have strict editorial standards—avoid gimmicky punctuation/symbols used purely to draw attention, and avoid repeating the same message across callouts or repeating the ad text itself. Callout text is typically limited to 25 characters (and shorter for double-width languages). Your ad can show multiple callouts (often up to 10 depending on layout), but serving depends on space and predicted impact.
Dynamic callouts can also show automatically (often pulled from your site or inferred from your business). They may appear alongside or replace manual callouts when expected to perform better, and you can remove/opt out if you don’t want them.
Structured Snippet Assets (Plus Dynamic Structured Snippets)
Use: Lists specific categories or “menus” under a predefined header (for example: “Services: Roof Repair, New Roofs, Gutters” or “Brands: X, Y, Z”). Great for qualifying clicks and improving relevance.
Conditions / requirements: You must choose a supported header and provide values that fit that header. Values must be clean and scannable: avoid promotional text (like “Sale” or “Free shipping”), avoid stuffing multiple items into one value field, and avoid repeating the same value across headers. As with callouts, punctuation/symbol gimmicks can trigger disapprovals. These can be set at account, campaign, or ad group level.
Dynamic structured snippets may also be generated automatically and can serve when predicted to help performance.
Image Assets for Search Campaigns (Plus Dynamic Image Assets)
Use: Adds high-quality images alongside your Search ads to increase visual prominence and improve user understanding (especially powerful for consumer services, local, education, and certain B2C categories).
Conditions / requirements: Image assets have both format requirements and account eligibility requirements. Eligibility commonly includes the account being open long enough (for example, more than 60 days), having a solid policy compliance history, having active campaigns, and accruing spend on Search for a period (often at least the last 28 days). Some sensitive verticals may be ineligible.
From a creative standpoint, images must be clear, relevant to the queries/keywords, and match the landing page experience. Avoid text overlays, graphic overlays, or logo overlays that are added in post-production (logos that naturally appear in a real photo are typically fine). Avoid collages, excessive blank space, blurry/distorted images, and poor cropping. You’ll typically provide at least a square (1:1) image and optionally a landscape (1.91:1) image, with minimum pixel requirements and a max file size constraint.
Dynamic image assets can also be created automatically (often based on your landing pages). As with other auto-created assets, you can remove or opt out if quality/control is a concern.
Price Assets
Use: Shows a scrollable set of priced offerings beneath your Search ad (services, product tiers, categories, etc.). This is excellent for high-intent searches where price transparency pre-qualifies clicks and reduces waste.
Conditions / requirements: Price assets must be structured correctly and remain consistent with the user’s on-site experience. There are strict content rules: for example, you generally can’t put price information or promotional text in places meant for headers/descriptions, and the asset’s final URLs must stay on the same domain as the ads they attach to. Choose the appropriate “type” (such as service categories, service tiers, product categories, brands, and so on) and keep the structure aligned with that type. Availability can vary by language/currency.
Promotion Assets
Use: Highlights a sale, discount, or special offer directly in the ad unit (percent off, amount off, coupon code, minimum spend). This is one of the best assets for seasonal spikes and conversion-rate lifts when your offer is genuinely competitive.
Conditions / requirements: Your offer must be accurate and clearly discoverable on the landing page. If you use a promo code, the promo code field must contain an actual code (not a description, phone number, or hype text). Promotions tied to specific occasions have freshness rules—if the promotion hasn’t been created or edited within a recent window relative to its start date, it can become ineligible, and older promotions may be automatically paused. In practice, this means you should refresh and revalidate promotions routinely, not “set and forget.”
App Assets (Search-Only)
Use: Adds a link to your mobile/tablet app beneath your Search ad. Great for brands where existing customers prefer the app experience (banking, food ordering, loyalty programs, marketplaces) while still allowing new users to click the headline to the website.
Conditions / requirements: App assets are specifically for Search ads. Your app must be live in the relevant app store(s), and you’ll need the Android package name or iOS app ID plus the store listing URL. The system can show the correct store link based on the user’s device, and it can avoid showing a tablet-only app to phone users. Typically, only one app asset displays per text ad at a time, even if you have multiple app assets created.
Call Assets
Use: Adds a call button or call action to your Search ads so prospects can phone you immediately—ideal for lead gen, urgent services, bookings, and high-consideration consults.
Conditions / requirements: Phone numbers must be valid and compliant. Vanity, premium-rate, and fax numbers are typically not allowed for call assets, and numbers may be verified to confirm they represent the advertised business (including occasional test calls). Phone numbers must be in service and generally aligned with the geography you’re targeting. If you use certain number types that can incur additional charges for the caller, disclaimers may appear.
Call assets may not show on every impression; serving depends on predicted performance and auction conditions. Also note a major platform change: call-only ads are being deprecated. As of February 2026, the ability to create new call-only ads is scheduled to be removed, and as of February 2027, existing call-only ads are scheduled to stop receiving impressions. If you currently rely on call-only, plan a controlled migration to responsive search ads paired with call assets well before those dates.
Location Assets (Including Affiliate Location Assets)
Use: Shows your address, directions, and (sometimes) a call button—crucial for storefronts, service-area businesses, and any brand with physical locations. Location assets also support visibility in map-related placements and can enable location-based conversion measurement (where eligible).
Conditions / requirements: You can set up location assets by linking a location data source (commonly a Business Profile or eligible chain store source). You generally choose one location asset “type” per account (for example, your owned locations versus affiliate locations). Locations must be recognized, accurate, and not closed, and you must have appropriate authorization to advertise the location. There are also relevance requirements: the business and the promoted products/services must align with the location (with different handling for affiliate location assets).
You can control location serving with location groups and by choosing whether a campaign/ad group uses all synced locations, a subset, or no location assets.
Lead Form Assets
Use: Lets users submit their contact details directly from the ad experience, reducing friction versus a landing page—often effective for mobile-first lead gen, quote requests, and high-CPC verticals where every drop-off is expensive.
Conditions / requirements: Lead form availability depends on country, and for Search they can appear on both desktop and mobile. You’re typically limited to one lead form asset per campaign. For eligibility and consistent serving, you generally need conversion-focused bidding, and your campaign should be optimized toward a lead form conversion goal (even if you’re tracking other conversions too). Responsive search ads are eligible to serve lead forms; older legacy text ad formats may be ineligible. Lead form assets must also comply with form/lead policies around data collection and user transparency.
Seller Ratings / Store Ratings (Automatically Shown When Eligible)
Use: Shows star ratings beside your Search ads, boosting trust and CTR—especially for competitive categories where credibility is a differentiator.
Conditions / requirements: Ratings typically show automatically when you meet eligibility criteria, including having enough verified reviews and meeting minimum rating thresholds (commonly 3.5 stars or higher). You generally aren’t charged for clicks on the rating itself (clicks on the ad still follow normal charging rules). Because this is automated, you focus less on “setup” and more on ensuring your review ecosystem is legitimate, consistent, and policy-compliant.
Universal “Conditions” That Decide Whether Assets Actually Show
Even with perfect setup, assets don’t serve 100% of the time. In real accounts, the biggest gating factors are relevance, predicted lift, and Ad Rank. If your ad is barely clearing the page or the query is loosely relevant, assets often drop off first. If your ad is highly competitive and tightly matched to intent, assets show more consistently and in richer combinations.
Also remember that asset conflicts and overrides are common. If an ad group has one low-quality callout, it can block stronger campaign-level callouts from showing. The same pattern applies across most asset types: the most specific level takes precedence, even when it’s not the best content.
Fast Diagnostic Checklist (When Assets Are “Eligible” but Rarely Show)
- Check hierarchy conflicts: Confirm you’re not accidentally overriding strong campaign/account assets with weak ad group assets.
- Improve “coverage” per asset type: For sitelinks and callouts in particular, thin coverage often leads to inconsistent serving. Build a robust eligible pool, then let the system choose.
- Fix compliance triggers: Remove gimmicky punctuation, repetitive claims, mismatched domains, promo code misuse, or any misleading price/offer wording.
- Raise Ad Rank the right way: Tighten keyword-to-ad-to-landing-page relevance, strengthen your responsive search ads, and use smart bidding aligned to the conversion action you actually want.
- Validate eligibility gates: For image assets and lead forms especially, confirm the account/campaign meets eligibility rules (history, policy standing, bidding/conversion goal setup, geography availability).
