Assets most local businesses should use
| Asset | What it adds |
|---|---|
| Sitelinks | Links to specific pages, like services or reviews |
| Callouts | Short selling points, like "Licensed and Insured" |
| Structured snippets | A header with a list, like your service types |
| Call | A phone number or call button |
| Location | Your address and distance, from your Business Profile |
| Image | A photo next to your text ad |
What they cost
Google says there is no cost to add assets. Clicks on them cost the same as clicks on the ad, such as a tap on the call button. Google charges at most two clicks per impression for an ad and its assets.
Why they help
Assets take up more space on the results page and give searchers more reasons to choose you. A call button lets mobile users phone you in one tap. Sitelinks send people straight to the page they want.
Google decides when they show
An approved asset does not show every time. Google picks the mix it expects to perform best for each search and position. Google can also add automated assets on its own, which you can turn off in account settings.
Good example. A law firm adds sitelinks for each practice area, callouts for "Free Consultation" and a call asset with its intake line.
Bad example. A law firm runs ads with no assets. Competitors with sitelinks and call buttons take up twice the space.
Our Google Ads management sets up and refreshes assets in every campaign.