Price assets in Google Ads: setup, types and rules

This guide is built from Google Ads Help: About price assets, the Advertising Policies page Price asset requirements, About assets and Measure ad asset performance, plus the Google Ads API reference for the exact field values. The overview of all asset types (sitelinks, callouts, images and the rest) is in our sitelinks and assets guide; this page goes into price assets only.

What price assets are

A price asset adds a small price menu under a Search text ad. Google describes it as "a set of up to 8 cards that people can view to review the different options and prices", shown below the ad on desktop and mobile. Each card has a header, a price, a short description and its own link, so a click on "Full Color" can land on the full color page instead of the homepage.

Google's own example is a hair salon: general price assets such as "Haircut", "Hair Coloring" and "Treatments" for campaigns with broad keywords, and more specific items such as "Partial Color" or "Semi-permanent Gloss" for a "Hair Color" ad group. Google's advice is to match the specificity of the asset to the keywords: someone searching for luxury sheets wants the range of sheets and their prices, not towels or rugs.

Two points from the Help page are useful when you decide whether to bother. You do not need to write new text ads to use price assets, and you can edit item names and descriptions "without resetting their performance statistics".

The nine price asset types

Every price asset has one type, and the type decides what the headers are allowed to be. Google's requirements list nine types (the same nine values appear in the Google Ads API type list):

For every type, the description has to give more detail about that one header. The difference between "categories" and the plain type matters for review: the policy page says a product category header must name a category "and not individual products or brand names", and a service category header must not list the individual services inside it.

Fields: qualifier, price, unit, header, description

At asset level you choose a language, a type, a currency and a price qualifier. The Google Ads API lists three qualifiers besides "not specified": From, Up to and Average. The qualifier is set once for the whole asset, so "From" applies to every item in it. If some items are fixed prices and others start at a price, they belong in separate assets.

Each item (Google calls them rows; the API calls them price offerings) has:

• Header: required, 1 to 25 characters.
• Description: required, 1 to 25 characters. Google says the asset "may also sometimes appear without a description", so the header has to make sense alone.
• Price: required. Google may shorten or round it on mobile; its example is $12,345.67 showing as $12.4K.
• Unit: optional. The API lists per hour, per day, per week, per month, per year and per night.
• Final URL: required, with an optional final mobile URL. You do not need a different URL for each row if you only have one page.

One asset holds at least 3 and at most 8 items. The Help page says you "must enter a minimum of 3 items" and recommends 5 or more; the API reference gives the range as "between 3 and 8, inclusive".

Languages and currencies

Price assets are not available everywhere. Google lists these languages: English, Dutch, French, German, Italian, Japanese, Polish, Portuguese, Spanish and Swedish. The currency list has 23 codes: ARS, AUD, BOB, BRL, CAD, CHF, CLP, COP, EUR, GBP, HKD, INR, JPY, MXN, NZD, PEN, PHP, PLN, SEK, SGD, USD, VEF and ZAR. If your ads run in another language, or you price in a currency outside that list (Turkish lira, for example, is not on it), you cannot use price assets for those ads and should put prices on the landing page and in sitelinks instead.

Setting one up

Google's steps in the current interface:

1. Go to Assets in the Campaigns menu, click the plus icon and choose Price.
2. Use the "Add to" menu to pick the level: account, campaign or ad group.
3. Enter the language, type, currency and price qualifier.
4. Fill in the header, price, description and final URL for each item (at least 3).
5. Save.

The level decides which ads the asset can show with. A general menu ("Haircut", "Coloring", "Treatments") can sit on the campaign or account; a detailed menu belongs on the ad group whose keywords match it. Google says you can also specify the dates, days of the week or times of day a price asset is eligible to show; About assets puts the start and end date and the asset schedule under Advanced settings when you edit an asset. Schedules work well for prices that only apply for a season. For ad-level timing see our ad schedule guide.

Google also points to account limits for assets and recommends removing or replacing items that no longer apply if you use a lot of them.

Policy rules that cause disapprovals

Price assets follow the standard Google Ads policies plus extra requirements. The ones that trip people up:

• No price in the header or description. The price goes in the price field only. The exception is price qualifications that local law requires, which Google says should be included as the law directs.
• No promotional text. Google's examples are "Sale" in a header and "Free Shipping" in a description. Offers belong in a promotion asset.
• Same domain. Item URLs must lead to the same final URL domain as the text ad they are attached to.
• Headers must match the type. A Brands header that is not a brand you offer, a Services header that is a category, or a description about something other than its header can each get the asset disapproved.

The policy page also names related policies that often apply: Unclear relevance, Editorial (spelling, capitals, symbols), Unavailable offers ("Products or services should be priced accurately, easily found at the ad's destination, and match with headers and descriptions") and Trademarks. In practice that means the landing page has to show the same price as the item, and the item has to be easy to find on it.

After you edit a disapproved asset it goes back for review. Google says most assets are reviewed within 1 business day, and that if you cannot fix the problem you should remove the asset "to help prevent your account from becoming suspended in the future for having too many disapproved assets". How to find and appeal disapprovals is in our Policy Manager guide.

When price assets show

An approved price asset still does not show every time. Google's asset rules apply: assets show when they are predicted to improve the ad's performance and when the ad's position and Ad Rank are high enough. Space above the results is limited, so ads in higher positions "get the first opportunity to show more assets", and the asset must be linked to an active ad group, campaign or account. So if a price asset rarely shows, Google's guidance points at ad position and Ad Rank rather than the asset itself; our Quality Score guide covers the ad quality side of that.

Cost and reporting

A click on a price item costs the same as a click on the ad's title or display URL. Clicks on the mobile drop-down that expands the carousel are not charged. Google also says you will not be charged for more than two clicks per impression, and that quick repeat clicks on several links may be treated as duplicate or invalid.

To see results, go to Assets in the Campaigns menu and select the price card in the table. Per Measure ad asset performance, the Clicks column combines clicks on the headline and on the asset; segment by Click type to see clicks on the asset alone. The total row can be lower than the sum of the rows because it removes duplicates when several assets served in the same impression. Turn on the "Policy details" column to see why an asset is disapproved or limited.

Our price asset checklist

This is our own working list, not Google's:

• Check that your language and currency are on Google's list before you plan around price assets.
• Pick the type that matches what the headers really are, and keep one qualifier per asset.
• Write headers that work without the description, under 25 characters.
• Keep prices, sale words and shipping offers out of the text fields.
• Link each item to the page that shows that exact price; update the asset the same day the site price changes.
• Start with 5 to 8 items, at the level that matches the keywords.
• Check the asset table a few days after launch for disapprovals, then segment by click type after a month.

Price assets work best when the site has a clear price page to link to; our pricing pages guide covers how to build one. If you would like help building that page, our website team can help.

Frequently asked questions

How many items does a Google Ads price asset need?

At least 3 and at most 8. Google recommends 5 or more. Each item needs a header, a price, a description and a final URL.

Why was my price asset disapproved?

The common reasons are a price or promotional words such as "Sale" in the header or description, item URLs on a different domain from the ad, headers that do not match the chosen type, or a price that does not match the landing page.

What price qualifiers and units can I use?

The qualifiers are From, Up to and Average, or none. The optional units are per hour, per day, per week, per month, per year and per night.

Do clicks on price assets cost more?

No. A click on a price item costs the same as a click on the ad's title. Expanding the mobile carousel is free, and Google charges at most two clicks per impression.

Can I schedule a price asset?

Yes. Google says you can set the dates, days of the week or times of day a price asset is eligible to show, from the asset's Advanced settings.

For more on Google Ads, see our guides to sitelinks and other assets, image assets, Policy Manager and responsive search ads.