Reinforce Your Ads: A Guide to Conquering with Google Ads Assets

On the Google Ads battlefield, a standard text ad is a lone soldier. It can be effective, but it's vulnerable. An ad reinforced with Assets (the new name for Ad Extensions) is a fully-equipped knight—armored, imposing, and armed with multiple weapons. It commands more attention and is far more likely to win the click.

Many advertisers neglect this vital equipment, leaving their campaigns under-defended. As your trusted armorers at The Knight Ads, we're here to show you how to forge these powerful assets and attach them to your ads for maximum impact.

Why Assets Are Your Strongest Armor

Assets are extra pieces of information that expand your ad, giving customers more reasons to choose your business. Using them isn't just a best practice; it's a critical component of a winning strategy. Here's why:

• Occupy More Territory: Assets make your ad physically larger, pushing competitors further down the page and increasing your visibility.
• A More Compelling Banner: They provide more information at a glance, like your phone number, location, or special offers, which significantly boosts your Click-Through Rate (CTR).
• Earn the King's Favor: Google's Ad Rank calculation rewards the use of assets. A well-equipped ad can achieve a higher position at a lower cost per click.

Your Arsenal of Assets: The Most Powerful Options

While there are many assets available, a true knight focuses on the most effective weapons for the mission. Here are the essential assets every campaign should consider:

Sitelink Assets: Your Banners for Different Battalions

These are additional links that appear below your main ad, directing users to specific pages on your website. Instead of just a link to your homepage, you can guide them to your most important sections.

• Example: A local restaurant could have sitelinks for "View Our Menu," "Book a Table," and "Our Locations."

Callout Assets: Your Battle Cries

These are short, punchy snippets of text (25 characters max) that highlight your key selling points and benefits.

• Example: A service business might use "24/7 Emergency Service," "Free Estimates," and "Licensed & Insured."

Structured Snippet Assets: Your Quartermaster's List

These allow you to showcase a specific aspect of your products or services under a predefined header (e.g., "Services," "Brands," "Styles"). This gives users a quick, structured preview of what you offer.

• Example: An online shoe store could use the header "Styles" with the values "Leather Boots, Running Sneakers, Formal Loafers."

Image Assets: Your Heraldic Crest

A picture is worth a thousand words. Image assets display a relevant visual next to your text ad, grabbing attention and making your ad stand out dramatically.

• Example: A contractor can show a high-quality photo of a beautifully finished kitchen renovation.

Price Assets: The Merchant's Price List

This asset allows you to showcase specific products or services with their prices directly below your ad. Each item is clickable, taking the user straight to the relevant page. This is incredibly powerful for setting clear expectations and attracting users who are comfortable with your price point.

• Example: A car detailing service could list: "Basic Wash - $40," "Interior Detail - $150," "Full Ceramic Coat - $500."

Promotion Assets: The Royal Proclamation

Announce your special sales and offers with a bold, eye-catching proclamation. This asset displays a price tag icon and highlights a specific discount (e.g., a percentage or dollar amount off). You can even set it to run for a limited time, creating a sense of urgency.

• Example: An online clothing store might promote: "25% off all orders" or "Free shipping on orders over $75."

Call Assets: The War Horn

This adds your phone number directly to the ad. On mobile, it becomes a clickable "call" button, making it incredibly easy for high-intent customers to contact you immediately.

• Essential for: Any business that relies on phone calls for leads, such as plumbers, lawyers, or dentists.

Location Assets: Your Castle on the Map

This displays your business address, a map to your location, and your distance from the user. It's an absolute must for any business with a physical storefront.

• Essential for: Retail stores, restaurants, clinics, and local service providers.