Assets - sitelinks, callouts, snippets and calls

Assets extend your ad beyond headlines and descriptions - they make it physically larger on the page, more informative, and more clickable, and Campaign Creator generates them from your brief automatically.

What's generated

• Sitelinks - additional links to specific pages (services, contact, offers).

• Callouts - short benefit statements ("Free Delivery", "Family Run", "0% Finance").

• Structured snippets - categorized lists: the types, brands, or services you offer.

• Call assets - your phone number, tap-to-call on mobile.

• Promotion assets - generated automatically when a current promotion was detected on your page (or entered in Discovery).

Reviewing them

Check that sitelink destinations exist, callout claims are true, and the phone number is the right one for this campaign - especially if the account uses tracking numbers.

Good to know. Assets are one of the cheapest CTR wins in Google Ads - an ad with sitelinks, callouts and snippets can take up twice the screen space of a bare competitor ad, at no extra cost per click.

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