ScaleyGoogle Ads Assets (Ad Extensions) Explained
Ad extensions got a new name. Here is every asset a store should use, the character limits for each, and what you pay when someone clicks one.
Written and reviewed by Christopher Krassnig
Published Last checked
Assets, once called ad extensions, are extra pieces Google can add to your ad: sitelinks, callouts, structured snippets, promotions, images, calls and locations. They are free to add, and Google charges no more than 2 clicks per impression for an ad and its assets. Google picks which ones show for each search.
Also called: ad extensions, sitelinks, callouts, structured snippets, promotion extensions
Ad Extensions Are Now Called Assets
If you learned Google Ads a few years ago, you know these as ad extensions. Google now calls them assets. Google defines assets as "content pieces that make up your ad with useful business information", from headlines and descriptions to links, call buttons and locations.
Google chooses which assets to show "in response to each individual search", so it says to "use all the assets relevant to your business goals." Its tip: "consider adding 4 or more asset types", for example sitelinks, callouts, images and one more.
What Assets Cost
Adding assets is free. Clicks on them cost the same as a click on the headline. Google says it "charges no more than two clicks per impression for each ad and its assets." Clicks on seller ratings and reviews are not charged.
Google also notes that ads with more assets "often have a higher actual CPC due to increased prominence", but that the extra cost of assets "is often lower than the incremental cost of moving up a position."
The Assets an Online Store Should Use
The limits below are from each asset's Google help page.
| Asset | What it does | Google's limits |
|---|---|---|
| Sitelinks | Links to other pages of your site, like a category or a sale page. | 25 characters of link text. At least 2 to show. Up to 6 on desktop and up to 8 on mobile. |
| Callouts | Short extra lines of text, like "Free returns". | 25 characters each. Up to 10 can show, depending on space. |
| Structured snippets | A header plus a list, like Brands: A, B, C. | Pick a set header (Brands, Styles, Types and more). Enter at least 3 values, aim for 4. Up to 2 headers on a computer, 1 on mobile. |
| Promotions | A sale or discount, with an optional occasion label like Black Friday. | Money or percent off. Up to 2 lines of text. Occasion promos stop if not edited for 6 months. |
| Images | Product photos next to your Search ad. | Square 1:1 required, landscape 1.91:1 recommended. Up to 20 per campaign. 5120KB max. |
Snippet headers are fixed. Google's list is Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles and Types. Google says a header and values that do not match are "the most likely reason your snippets will be disapproved."
Callouts vs Structured Snippets
People mix these up. A callout is a free line of text about your store, like "Free shipping over $50". A structured snippet is a list under one of Google's set headers, like Styles: Chelsea, Derby, Loafer.
Rule of thumb: callouts sell the store, snippets show the range.
Assets Google Adds on Its Own
Some assets are added automatically "when Google Ads predicts they'll improve your performance". Google calls these account-level automated assets. Responsive search ads can also borrow unused headlines into the sitelink space. Check the Assets report so you know what your ads really say.
Example: A Shoe Store Fills In Its Assets
Made-up copy, to show the method. A shoe store adds these at the account level so every campaign gets them:
Sitelinks: "Men's Boots", "Women's Sneakers", "Sale", "Size Guide", "Returns", "New In" (6, each under 25 characters, each with a description). Callouts: "Free Returns", "Ships in 24 Hours", "Size Swap Free". Structured snippet: Styles: Chelsea, Derby, Loafer, Sneaker.
For Black Friday it adds a promotion asset: 20% off, occasion Black Friday, with the dates set. It also uploads 6 square product photos as image assets. Now its Search ad can take up far more space for the same bid.
Common Mistakes
Only one or two sitelinks
Google needs at least 2 to show any, and its tip is 6 or more with descriptions for busy campaigns.
The same text in callouts and sitelinks
Google's editorial policy does not allow text that repeats across assets in the same ad group, campaign or account.
A snippet header that does not fit
"Brands: Free shipping" will be disapproved. Values must be examples of the header.
A promotion past its date
Set end dates. An offer that has ended still showing in your ad annoys people and wastes the click.
Questions People Ask
Google now calls them assets. The main ones are sitelinks, callouts, structured snippets, promotions, images, calls, locations and lead forms.
Google's Own Pages We Quoted
Every rule, limit and size on this page comes from these pages, read on 8 October 2026. Google changes them, so check the page itself before you act.
Where to Go Next
- Google Ads Optimization ChecklistAssets are one of the 12 checks.
- Free Google Ads Audit ChecklistTick off sitelinks, callouts and images in one pass.
- What Is Ad Copy?The words in your headlines, descriptions and assets.
- Google Ads Transparency Center: How to See Any Advertiser's AdsCheck which assets and offers your rivals show.
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