The asset library in Google Ads: storing and reusing your creative

This guide is built from Google Ads Help: About the asset library in Google Ads, Access, add, or remove assets from asset studio, Import assets from Google Drive and Dropbox, About Asset studio, the asset library in the mobile app and Measure ad asset performance. Specs for each image size live in our image assets guide, and what sitelinks, callouts and other assets do in ads is in sitelinks and assets. Checked on 12 November 2026. Google moves these menus often, so check its pages before you rely on a detail.

What the asset library is

Google describes the asset library as "an account level feature in Google Ads that allows you to access all your assets, which are required to create an ad, in one place." It works "as a gallery" for the material you need to build ads. You upload a file once, and Google says you can "reuse your assets for as many ads as you want without uploading them every time."

Because it sits at account level, it is shared. Google's Asset studio page says "all users in your account can access the library", so a designer, an in-house marketer and an agency working in the same account all pick from the same set of approved files.

The library is now one part of Asset studio, Google's area for "creating, editing, managing, and sharing your assets". Asset studio also holds the AI image editor, product image generation, the video builder, video trimming, voiceover and shareable previews. This guide covers the library side: storing, organising, applying and removing. Generating images with Google AI is covered in our image assets guide.

What it is not

The asset library is not the Assets report under Campaigns. Google's help page says plainly that you "can't create an asset from the main Assets page (it's for viewing associations)". The Assets report shows which asset is attached to which campaign or ad group and how it performs; the library is where the files themselves are kept.

What it can hold

Google lists these supported types:

• Images, including business logos
• Videos, which live on YouTube (more on that below)
• Text: headlines and descriptions
• Sitelinks, created with text, description, final URL, final URL suffix and scheduling
• Structured snippets and callouts, which Google lists among the asset types you can open and create

Google adds that "assets that aren't usable in Google Ads won't be supported in the asset library", and that it plans to support more asset types later. In practice: if a campaign type can't take an asset, the library won't store it either.

Where to find it

There are two ways in:

• From the Tools menu: open Asset studio, then select Asset library. This is the full view where you create, upload, organise and remove.
• During ad creation: when you add an image, video or text to an ad or asset group, the media picker has an asset library tab that shows what is stored.

Adding assets

In the asset library, select + Create new (Google's import article calls it + New). The menu offers:

• Folder: a new folder for organising.
• Image: generate or edit an image with Google AI, or upload one.
• Video: upload a video, add one from YouTube, trim one or create a new one; you can also add a voiceover to an existing video.
• Text: type or paste headlines and descriptions.
• Sitelink and Structured snippet: create them with all their fields.

The Upload option takes single images or videos, whole folders, or files from Google Drive or Dropbox. Drive and Dropbox each need "a one-time authentication and consent" before you can pick files. Asset studio also lists Merchant Center as an import source. You can only choose file types that Google Ads supports.

Videos go through YouTube

Google Ads keeps uploaded video files on YouTube, so each upload needs a channel. Google gives three choices when you upload one: "Your video ad storage channel, created by YouTube", your own channel (if your Google account may upload to it), or "Upload as drafts" if you aren't ready yet. The choice matters later, because it decides who can delete the video (see Removing assets). Our YouTube video ads guide covers the ad formats themselves.

Folders, search and filters

Google lets you "organize, name, and sort all your assets according to your preference in folders and sub folders", and find them "by using their name, type, and content". The mobile app help lists the filters you can combine: asset name, asset ID, asset type, duration (video), width and height (image), review status and status such as Drafts. Each asset's detail shows its name, dimensions, type, character length for text, asset ID and review status.

Two quirks from Google's mobile app page are worth knowing: YouTube videos added by URL "cannot be added to folders and will always appear at the root level", and if you upload images and videos together, the videos go to the root even when you picked a folder.

Using assets in campaigns

Stored assets are applied through the media picker when you build or edit an ad, ad group or asset group. Google's mobile help says the asset library tab "will display all enabled assets relevant to the input field" you are filling in, so the picker only offers images for image slots and text for text slots. Draft videos are not shown there.

If you generate a set of assets from a prompt in Asset studio, you can apply the whole set at once. In the campaign's asset container (asset groups in Performance Max, ads in Demand Gen, ad groups in Search) you pick the project, see its saved sessions from the last 14 days and select Apply to fill in images, videos, headlines and descriptions. If the project holds more than the campaign allows, Google applies them "in the order they're saved in", and you adjust from there. Google says generated projects are kept for 55 days. See our guides to Performance Max and Demand Gen for how those campaigns use the assets.

Removing assets

Select assets in the library and choose Remove. You get an undo option straight away; after that, Google says the assets "will be unrecoverable, and you'll have to re-upload them". Removing from the library does not switch anything off on its own:

• An asset still assigned to a serving ad keeps serving. Google says you "need to remove the assets from the assigned ad to stop it from serving."
• Removed assets can still show in reporting and in the Google Ads API.
• Videos on the Google-owned private channel can be removed from the library; videos on your own brand channel "can only be removed by signing into that YouTube channel."
• Ad and asset group level assets can't currently be removed or paused one by one.

To remove uploads permanently, Google says to contact support. The mobile app treats this the same way: Remove only hides an asset from library views and "does not affect asset serving".

The library in the mobile app

The Google Ads app has its own asset library. You can upload from the phone's camera roll or files, share straight from apps such as Google Drive or Lightroom into Google Ads, create folders and sub-folders and rename assets. On desktop, choosing to import from your device shows a QR code that opens the right account's library in the app. Limits to know: video files uploaded from the app are saved as drafts and need a desktop to finish the YouTube upload, the app shows up to 100 folders, and text assets were still marked "pending full launch". Every change made there is logged in change history with "Google Ads mobile app" as the tool.

Where performance is reported

The library stores files; results are on the Assets page under Campaigns. Google's asset performance page lists status, clicks, impressions, CTR, cost and average CPC there for each asset. A note from the same page: a "total" row can be lower than the sum of its rows, because it removes duplicates when several assets of one type served in the same ad. For how assets feed ad quality, see Ad Strength.

How we keep an asset library tidy

This is our own practice, not Google's guidance:

• We make one folder per brand or product line, with sub-folders for logos, product shots and lifestyle images, so the media picker search stays short.
• File names carry the size and the date (for example spring-sale_1200x628_2026-11), which makes the name filter useful months later.
• Videos for a client go on the client's own YouTube channel when they have one, so they keep control of them if the account changes hands.
• Before removing an old image, we check the Assets report for anything still serving with it, and take it off those ads first.
• Brand files that should never be changed (logos, approved claims) sit in a clearly named folder that everyone in the account knows not to edit.

If you want help building or cleaning up a Google Ads account, see our services.

Frequently asked questions

Where is the asset library in Google Ads?

Open the Tools menu, go to Asset studio and select Asset library. You can also reach stored assets from the media picker while you create or edit an ad.

What can I store in the asset library?

Images (including logos), YouTube videos, text such as headlines and descriptions, sitelinks and structured snippets. Assets that can't be used in Google Ads aren't supported.

Can I upload from Google Drive or Dropbox?

Yes. Choose Upload in the asset library and pick Google Drive or Dropbox. Each needs a one-time authentication and consent first.

Does removing an asset from the library stop it serving?

No. An asset assigned to a serving ad keeps serving until you remove it from that ad. Removed assets can also still appear in reporting.

Who can see the asset library?

It is an account-level feature, and Google says all users in the account can access it.

For more on Google Ads creative, see our guides to image assets, sitelinks and assets, responsive search ads and YouTube video ads.