Common assets include sitelinks (extra links to specific pages), callouts (short benefit phrases), structured snippets (lists like services or brands), call assets (a phone number or call button), location assets (your address and map), image assets, price and promotion assets, and lead form assets that capture contact details directly from the ad. Google decides which assets to show in each auction.
Assets make ads larger and more useful, which tends to raise click-through rate, and Google factors their expected impact into Ad Rank — so well-built assets can improve your position without a higher bid. Every Search campaign should use the relevant asset types, kept current with accurate offers and hours.
Example
A dentist's ad shows sitelinks to 'New Patient Special' and 'Emergency Dental,' callouts like 'Same-Day Appointments,' and a call button for mobile searchers.
How Sloss Digital uses it
We build a complete set of assets for every campaign, tailored by service and location, and keep promotions, hours, and phone numbers accurate so the ads always reflect the business.