Short answer: Google Ads assets are extra pieces of information that can show with your ad, such as sitelinks, callouts and a call button. They cost nothing to add, and you pay for clicks as usual. Google Ads picks which ones to show for each search, so add every type that fits your business.
What Google Ads assets are
Assets add information about your business to your ads. Google says they often increase your total number of clicks and give people more ways to reach you, such as maps or calls.
For each search, Google Ads selects which assets to show with your ad. Some are added automatically when Google Ads predicts they will improve your performance. Google’s advice is to use every asset relevant to your business and to consider adding 4 or more asset types.
There’s no cost to add assets, but clicks on your ad are charged as usual. Google Ads charges no more than two clicks per impression for each ad and its assets. Ads with more assets often have a higher actual cost per click, because they stand out more. Google adds that this extra cost is often lower than the cost of moving up a position.
| Asset | What people see | What you write |
|---|---|---|
| Sitelink | Extra links with your ad, each to a page of your site | Link text, a URL and a description for each |
| Callout | Short phrases next to your ad text | Phrases about your offer, up to 25 characters each |
| Call | A call button on phones and a “Call us” button on computers | Your phone number and the hours you take calls |
Our summary of Google Ads Help, read November 5, 2026.
Sitelinks: more links in your ad
Sitelinks take people to specific pages on your site, such as a product or your store hours. Our sitelinks guide covers how to write them, and how they differ from the links Google may show under your site in its free results.
Callouts: short lines about your offer
Callouts are short phrases about your business that show with the text of your ad. Up to 10 can show, depending on spacing, browser and device. Their order, length and performance decide how many appear.
Each callout is limited to 25 characters, so write phrases, not sentences. Google’s example is “Free shipping” instead of “We have free shipping”. Put general lines, such as 24/7 phone support, at the account or campaign level, and specific ones in each ad group.
You can choose the dates, days or times a callout may show. You can also edit a callout without resetting its statistics.
Call assets: a number people can tap
A call asset adds your phone number to your ad. On a device that can make calls, a call button shows under the ad. On a computer, a “Call us” button shows your number and a QR code; scanning it with a phone opens the dialer with the number filled in.
Clicks on the call button cost the same as a click on the headline. You can set the number to show only when you can take calls. Don’t type the number into the ad text: Google says that may get the ad disapproved.
If you add call assets at the account, campaign and ad group levels, the most specific one is used. To count calls as conversions, turn on call reporting, which works only on the Search Network. Our conversion tracking guide covers how to measure the rest.
When assets show
Assets show only when Google Ads predicts they will improve your ad’s performance, and your ad’s position and Ad Rank are high enough. Google Ads requires a minimum Ad Rank, which counts your assets, before showing them.
Space above the search results is limited, and ads in higher positions get the first chance to show more assets. To show more of yours, you may need a higher bid, better ad quality or both. Our Quality Score guide covers the quality side.
How to add assets to your campaign
- List what people ask before they buy from you, such as your services, hours, offers and phone number.
- In Google Ads, go to Assets in the Campaigns menu.
- Add sitelinks to the pages people look for most, with a description for each.
- Write callouts as short phrases, with general ones at the account or campaign level and specific ones in each ad group.
- Add a call asset with your number and set it to show only during the hours you take calls.
- Turn on call reporting if you want to count calls as conversions.
- After a few weeks, check the clicks on each sitelink and rewrite weak sitelinks and callouts; editing keeps their statistics.
Before your ads run with assets
- You use 4 or more asset types that fit your business.
- Each sitelink leads to a specific page and has a description.
- Callouts are short phrases, with the most useful first.
- General callouts sit at the account or campaign level, specific ones in ad groups.
- Your phone number is in a call asset, not in the ad text.
- The call asset shows only when you can answer.
RememberAssets cost nothing to add and show only when Google Ads expects them to help. Keep the text short, send each sitelink to its own page and put your number in a call asset.
More assets often bring more clicks, so watch how your click-through rate changes; our click-through rate guide covers how to read it. Our Google Ads service sets up and reviews assets like these with you. Write to us through the form or on WhatsApp.
Quick answers about Google Ads assets
What are Google Ads assets?
Extra pieces of information about your business that can show with your ad: links to pages of your site, short lines about your offer, a call button and more. Google Ads picks which ones to show for each search, and some are added automatically.
Do assets cost extra?
No, adding them is free. You still pay for clicks on the ad, and a tap on the call button costs the same as a headline click. For each impression, Google caps the charge at two clicks for the ad and its assets together.
Why don’t my assets show?
Google Ads shows assets only when it predicts they will improve your ad’s performance and your ad’s position and Ad Rank are high enough. Space above the results is limited and higher ads get the first chance, so a better bid or ad quality can help.
How many callouts can show?
Google’s ceiling is 10, but the screen, the browser and the spacing of the characters can leave room for fewer. Order counts too, so lead with the callouts that matter most to your customers and keep each one short.
Can I put my phone number in the ad text?
Use a call asset instead. Google says a phone number typed elsewhere in the ad text may get the ad disapproved. A call asset adds a call button on phones and a “Call us” button on computers.
Sources
All read on November 5, 2026, in Google Ads Help. About assets. About sitelink assets. About callout assets. About call assets.