Sitelinks, Callouts and Other Google Ads Assets

How assets work and what they cost

Google's About assets page describes assets as the headlines, descriptions, "links to specific parts of your website, call buttons, location information, and more" that come together to make up the ad a person sees. Headlines and descriptions are covered in our responsive search ads guide, and the lead form in our lead form assets guide. This page is about the other asset types.

On cost, Google is plain: "There's no cost to add additional assets to your campaign." You pay for clicks as usual, including clicks on a sitelink, a call button or a directions icon. Clicks on seller ratings are the exception and are not charged. Google also notes that "ads with more assets also often have a higher actual CPC due to increased prominence".

Adding an asset does not mean it will show. Google picks assets for each search, and it says assets appear when they are "predicted to improve your ad's performance" and when your ad's position and Ad Rank are high enough. There is limited space above the search results, so ads in higher positions get the first chance to show more assets. Google's general advice is to use every asset type relevant to your business: "Consider adding 4 or more asset types."

Account, campaign or ad group level

Most assets can be added to the whole account, to a campaign or to an ad group, and one asset can be linked to several places. How levels combine depends on the type:

• Sitelinks from different levels of the same branch can show together. Google's sitelink assets page says: "By default, an ad group or asset group uses the sitelink assets of the campaign and account it's part of." Sitelinks in one campaign will not appear in another campaign.
• Callouts, structured snippets and call assets work the other way: the most specific level wins. For callouts Google says that assets at a more granular level "will prevent higher level callout assets from serving", so even one ad group callout hides all campaign and account callouts for that ad group.

The practical rule Google gives for each type is the same: put general facts that apply everywhere (such as "24/7 phone support") at account or campaign level, and specific ones at the ad group level.

Sitelinks

A sitelink is an extra link under your ad that goes to a specific page, such as a service, a price list or a contact page. The limits Google states:

• "Sitelink text is limited to 25 characters in most languages, or 12 characters in double-width languages like Chinese, Japanese, and Korean."
• At least 2 sitelinks are needed for them to appear. On desktop an ad can show up to 6 sitelinks, on mobile up to 8 in a swipeable carousel.
• Two description lines per sitelink are optional, but Google calls them "highly recommended", and some formats need them.
• A click on a sitelink costs the same as a click on the headline of the same ad.

Google's tip is to "provide at least 6 sitelinks with descriptions for all your high-volume ad groups, asset groups, and campaigns". It also warns that "Sitelink assets with the same or similar text won’t serve together alongside an ad", so six near-identical links do not help.

Sitelinks also have their own policy page, Sitelink asset requirements. The common reasons for a disapproval are:

• "Using the same link text for more than one sitelink", which is not allowed "even if each sitelink points to a different destination".
• "Sitelink URLs that don’t match the domain of the ad’s final URL". Google allows a few exceptions, such as your Facebook page or a YouTube video, if the link text names the domain.
• Exclamation marks, symbols or punctuation that only serve to draw attention.
• Link text that does not say what is on the page: it "should clearly and accurately indicate what kind of product, service, or other content is found at the link’s destination".

One more thing to know: when it predicts better results, Google can use up to 2 unused headlines from your responsive search ad as links in the space that used to be for sitelinks only, pointing to the same domain as the ad.

Callouts

Callouts are short phrases under the ad, such as free shipping or same-day service. Per Google's callout assets page, callout text is limited to 25 characters in most languages (12 in double-width languages), and depending on spacing, browser and device up to 10 callouts can show. Callouts work with Search campaigns, including Search campaigns that also run on the Display Network.

Google's examples are a good guide to style: keep it short ("Free shipping" rather than "We have free shipping") and specific ("34 MPG max mileage" rather than "Great fuel economy"). A callout should be a fact a customer can check, not a slogan.

Structured snippets

A structured snippet is a header plus a list of values, for example the header Service catalog followed by web design, SEO, hosting and maintenance. The structured snippet assets page notes that "Structured snippets are not clickable." You pick the header from a fixed list: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles and Types.

You must enter at least 3 values, and Google suggests you "Aim to include at least 4 values per header." Desktop ads can show up to 2 headers, mobile ads one. Values must really belong to the header: Google says a mismatch "is the most likely reason your snippets will be disapproved". Use a callout for a single selling point and a snippet for a complete group of products or services.

Call assets

A call asset adds your phone number to the ad: a call button on phones and a "Call us" button on desktop. Per Google's call assets page, a tap costs the same as a headline click, and you can schedule the asset so the number only shows when someone can answer. Points that cause trouble:

• "Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call assets." Numbers are verified to confirm they belong to the business.
• Google says a number that is not in strict E.164 format (for example +12345678900, no spaces) and visible in your website's source code can be disapproved as "Unverified Phone Number".
• If your site swaps numbers for call tracking, Google cannot read the number from your page. You verify the domain instead, by linking Search Console to Google Ads or by placing the Google tag directly in the page HTML (not through Google Tag Manager), and then resubmit the asset.
• Putting a phone number in the ad text itself "may lead to the disapproval of the ad"; use the call asset.

How calls are counted as conversions is covered in our call tracking guide.

Image assets

Image assets add pictures to search ads. Google's image assets for Search page lists who can use them: the account has been open at least 60 days, has a good policy history, has active campaigns and text ads, has Search spend in the last 30 days, and is not in a sensitive vertical.

• Square (1:1) images are required: at least 300x300 pixels, 1200x1200 recommended.
• Landscape (1.91:1) images are optional but recommended: at least 600x314, 1200x628 recommended.
• PNG or JPG, up to 5120 KB, with the important content in the centre 80% of the image.
• Up to 20 images per campaign; Google recommends at least 4 unique images.

When an image shows, the second description line may be cut. Google's advice is to pin any legally required text to headline position 1 or 2 or description position 1.

Price, promotion and location assets

• Price assets show up to 8 cards with a header, price, description and link. Per Google's price assets page you need at least 3 items (5 or more recommended), with up to 25 characters per header and per description. Google does not charge for more than two clicks per impression.
• Promotion assets show a sale or discount, with an optional occasion, code or minimum spend. The promotion assets page warns that "Existing promotion assets that haven’t been modified for the last 6 months are automatically paused."
• Location assets show your address, distance and directions. You usually link your Google Business Profile, and Google's location assets page says the data "is sourced directly from Google Maps and Google Business Profile", so fix wrong details there. Our Google Business Profile guide covers the profile itself.

Assets Google creates for you

Google Ads also creates some assets itself, called account level automated assets. Its account level automated assets page lists dynamic sitelinks, dynamic structured snippets, automated location assets, seller ratings, dynamic callouts, dynamic business information (name and logo), dynamic image assets taken from your landing page, automated promotions and site visits. Dynamic callouts can come from your own page text: Google's example is a landing page that mentions "25 years of experience" or "Book online".

These can show "alongside or instead of manually created" assets. The dynamic sitelinks page adds: "You’re not charged when dynamic sitelinks show." Clicks are charged as usual. Because they are built from your site, the claims on your landing pages can end up in your ads, so keep those pages accurate. If one type does not suit you, you can turn it off in the asset settings (steps below).

Checking, scheduling and removing assets

All of this lives under Campaigns, then Assets in Google Ads:

• See performance: the assets table shows each asset with its stats. To see what Google added, filter by "Added by" and choose "Google AI".
• See where an asset is used: choose "Association" in the table view.
• Schedule: edit the asset, open the advanced options, and set start and end dates or days and hours. Make sure a sitelink's schedule does not clash with the ad's schedule, or it will not show.
• Turn off automated assets: in the association view, open the three-dot menu, choose account level automated assets, then advanced settings, and pick the types to turn off.
• Remove: select the asset and remove it. Google notes that "Removing an asset from one campaign won’t remove the asset from other campaigns."

Assets are reviewed like ads: "Disapproved assets do not show and need to be edited and submitted for re-review." Editing a sitelink or callout keeps its past statistics, so you can improve text without starting over. Judge assets on conversions, not only clicks, which needs conversion tracking in place.

A checklist

• At least 4 sitelinks at account level that fit every campaign, and 6 with descriptions on your busiest campaigns.
• Sitelink text of 25 characters or fewer, each unique, each pointing to a real page on the same domain.
• 4 or more callouts with short, checkable facts.
• At least one structured snippet with 4 or more values that match the header.
• A call asset with a verified number, scheduled to your opening hours.
• Square and landscape images if the account qualifies.
• Google Business Profile linked if you have a location.
• A look at the Google AI assets every few weeks, and your landing page text kept accurate.

FAQ

Do sitelinks cost extra in Google Ads?

No. Assets are free to add. You pay for clicks as usual, and Google says a click on a sitelink costs the same as a click on the headline of the same ad.

How many sitelinks should I add?

At least 2 are needed for sitelinks to show. Google suggests at least 4 at account level and at least 6 with descriptions on your high-volume campaigns and ad groups. An ad can show up to 6 on desktop and up to 8 on mobile.

What is the character limit for sitelinks and callouts?

25 characters for sitelink text and for callout text in most languages, or 12 characters in double-width languages such as Chinese, Japanese and Korean.

Why are my sitelinks not showing?

Google only shows assets when it predicts they will improve the ad and when the ad's position and Ad Rank are high enough. Other common causes are fewer than 2 active sitelinks, duplicate link text, a disapproval, or a schedule that does not overlap with the ad's.

Can I stop Google from creating assets automatically?

Yes. In the Assets section, open the account level automated assets settings and turn off the types you do not want. You can also pause or remove a single automatically created asset.

What is the difference between callouts and structured snippets?

A callout is one short phrase, such as a selling point. A structured snippet is a header from Google's fixed list, such as Service catalog, followed by at least 3 values.

Want sitelinks that lead to pages built to convert? See our website development service and all our services, or email [email protected].