# Ad Assets (Ad Extensions)

Ad assets (formerly called ad extensions) are extra pieces of information attached to a search ad, sitelinks, callouts, structured snippets, call buttons, location, price, and promotions. They expand the ad's size and usefulness, and Google shows them when they're predicted to improve performance.

Canonical: https://myleadsfactory.com/glossary/ad-assets

## In depth

- Assets increase the ad's footprint and typically lift CTR at no extra cost, they're one of the highest-leverage, lowest-effort improvements in an account.
- They also feed the 'expected impact of assets' component of Ad Rank, so a well-assetted ad can win a better position at the same bid.
- Add every relevant asset type; Google only shows the ones likely to help, so there's little downside to providing more.
- Sitelinks should point to genuinely different pages and intents, not four links to the same page.

## Common misconception

Assets don't always show, and that's normal. Google displays them based on predicted impact, position, and ad rank, providing them makes you eligible, it doesn't guarantee display.

Source: [Google Ads Help: About assets](https://support.google.com/google-ads/answer/7332837)

## Related terms

- https://myleadsfactory.com/glossary/ad-rank
- https://myleadsfactory.com/glossary/quality-score
- https://myleadsfactory.com/glossary/responsive-search-ads