Google Ads extension is the old name for ad assets, the blocks of information that appear alongside the text of a search ad, such as sitelinks, callouts, structured snippets, price and call buttons. Almost every business should turn on sitelinks and callouts. Structured snippets and price suit those with a catalog or a service with a public price, and the call asset is a must for those who sell by phone. Turning an asset on doesn’t guarantee it will show: Google shows it when it predicts it will improve performance and when the Ad Rank is high enough.
In Keyword Planner (October 2026, Brazil), “extensão google ads” has 110 searches a month and a top of page bid of up to R$36.93. The types appear separately: “extensões de snippets estruturados” with 170, “extensão de preço google ads” with 90 and “extensão de sitelinks” with 70. The name changed in the interface, but people still search with the old word.
This post covers assets. The ad copy itself, headlines and descriptions, is in how to write an ad in Google Ads.
What changed from extension to asset
In the help center and in the account, what used to be called an extension now appears as an asset, and the term even applies to the headlines and descriptions of the responsive ad. The official page on assets defines an asset as content that makes up the ad with useful business information, and lists for search the sitelinks, callouts, structured snippets, images, call, location, price, promotion, lead form, app link and legal disclaimers in text.
Three rules from the same page apply to everyone:
- many asset types require manual setup, and Google adds some on its own when it predicts a performance gain;
- adding an asset does not guarantee it will show, even after approval;
- an asset can be created at the account, campaign, or ad group level, and it must be linked to something active.
In practice, an asset makes your ad take up more space on the page. More space gives people more reason to click yours instead of the one next to it. The official page notes that an asset only appears when the ad’s position and Ad Rank are high enough, and the guide to Quality Score in Google Ads shows how relevance affects that ranking.
Main assets and official limits
| Feature | What it shows | Text limit | Minimum to appear or recommended |
|---|---|---|---|
| Sitelink | Links to specific pages | 25 characters in the link text | 2 on desktop and 1 on mobile to display; Google recommends 6 with a description |
| Callout | Short phrases highlighting what sets you apart | 25 characters | Up to 10 can appear |
| Structured snippet | Fixed header with a list of values | Not listed on the page | At least 3 values; Google recommends 4 per header |
| Price | Cards with item, description, and value | 25 characters in the header and description | At least 3 items, up to 8; Google recommends 5 or more |
| Call | Button or phone number | Number in international format | Number visible on the website or a verified domain |
The numbers come from the official pages for each asset, linked in the sections below.
Sitelink extension
On the sitelinks page, the link text can be up to 25 characters. In search and Performance Max, up to six sitelinks appear on desktop and up to eight on mobile. To show, you need at least 2 on desktop and 1 on mobile.
Google recommends submitting at least six sitelinks with descriptions for each ad group and high-volume campaign. Both description lines must be filled in for the sitelink to show with them. Sitelinks with identical or very similar text don’t appear together in the same ad.
In practice, a good sitelink leads to a page that answers a question from someone who is close to buying: services, prices or plans, testimonials, service area, how it works, contact.
Callouts
The callouts page says the text can be up to 25 characters and that up to 10 callouts can appear with an ad, depending on space and device. They can be scheduled by date, day of the week or time.
What works is a concrete fact the headline didn’t have room for: same-day service, 12-month warranty, interest-free installments, private parking. Vague adjectives like quality and excellence take up space and don’t change the click.
Structured snippet extensions
A structured snippet shows a header chosen from a fixed list and the values you type in. The headers in Portuguese, according to the structured snippets page, are Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Programs, Styles and Types.
Setup requires at least three values, and best practices call for four per header. Google points out that the most common reason for disapproval is a value that doesn’t match the header. Putting “24-hour service” under Brands is the kind of mistake that takes the asset down.
Google Ads price extension
The price asset page requires at least three items, recommends five or more and accepts up to eight cards. The header and description are limited to 25 characters each. There are nine types, including Services, Service categories, Service tiers, Brands and Product categories, and optional qualifiers such as From, Up to and Average.
Price filters the click. People who can’t afford it see the amount and don’t click, and you don’t pay for that click. For a service whose price varies a lot, the From qualifier avoids promising a price you can’t deliver.
Call asset
The call asset page has the strictest rules. The number must be in international format, with no spaces, and must appear in the site code or the domain must be verified in Search Console. In Brazil, the carrier code is included, except for numbers like 0800 and 4004. Premium, fax and alphabetic numbers are not allowed.
The same text recommends turning on call reporting, which uses a Google forwarding number and only works on the Search Network. With it, a call can count as a conversion. You can also schedule the asset to show only during the hours when someone answers.
Which Google Ads asset to turn on for each type of business
The table below is our recommended starting point, not a Google rule.
| Business type | Assets that usually matter most | Note |
|---|---|---|
| Local emergency service | Call, location, callout | Schedule calls for business hours |
| Clinics and medical offices | Sitelinks by specialty, Service catalog structured snippet, call | Check your professional council’s rules in the ad text |
| Law and accounting firms | Sitelinks by practice area, callout, lead form | Avoid promising results |
| Online store | Price by category, promotion, image, Brands structured snippet | Price must match the page |
| B2B service | Sitelinks with case studies and how it works, Types snippet | Call only if someone can answer |
| School and course | Courses snippet, price by level, sitelinks | Public tuition helps filter leads |
Sitelinks and callouts are the Google Ads asset that fits nearly every account. The rest depends on whether the business has that information ready and accurate on the page.
How to set up assets without making a mess of the account
- Create general Google Ads assets at the account level: company-wide sitelinks, company-wide callouts, call.
- Create specific ones at the ad group level: sitelinks and snippets for that group’s service.
- Remember the hierarchy. The most specific asset level overrides the level above it, so an ad group with its own callouts stops using the campaign’s.
- A week later, check the status column and the impressions for each asset.
- Replace what doesn’t show. An asset with no impressions is usually text that is too similar to another one or not very relevant to the ad group.
Also check the assets Google creates on its own. Automatic text can promise something you don’t offer, and it’s better to find that out in the account than on the phone with a customer.
Frequently asked questions
Are ad extensions and ad assets the same thing? In practice, yes. The Help Center uses the term assets for sitelinks, callouts and the rest. People still use the old name when searching, but in your account you look under Assets.
Why isn’t my sitelink showing? You may be missing the minimum number, the text may be too similar to another one, or your ad rank may not be high enough. Google also only shows assets when it predicts a performance gain.
How many characters can a callout have? Up to 25 in most languages, according to the Help Center, and up to 10 callouts can appear with an ad.
Which structured snippet headers can I use? There are 13 fixed headers, such as Service catalog, Brands, Types, Models and Courses. The value must match the header, or the asset is disapproved.
Do price assets work for services? They do when the service has a public price or a clear range. The Services, Service categories and Service tiers types exist for this, and the From qualifier covers variable pricing.
Can I show an asset only at certain times? Yes. The callout and call asset pages describe scheduling by date, day of the week or time, which is useful for not showing a phone number when nobody is answering.
Assets reviewed along with the account
At Ciclicko, assets are part of the review of every account we take over: we check what’s active, what never shows and what Google created on its own with text that doesn’t match the offer. If your account has been running for months without anyone looking at this, Google Ads management covers that care day to day.
Want someone to look at your ads? Message us on WhatsApp.