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Decoding the Jargon

Assets

Also called ad extensions (older Google name), sitelinks, callouts

Performance marketingTerm

The building blocks of an ad in Google Ads: headlines, descriptions, images, videos and extra details such as sitelinks, call buttons, prices and locations. Google used to call the extra details 'extensions'.

Example

Meera adds a location asset with her store address, a call asset with her number and sitelinks to 'Kurtis', 'Sarees' and 'New arrivals'. Her Search ad takes up more space and gives people more ways in.

How you'll hear it

“Add the location asset so people see we're ten minutes away in Koregaon Park.”

Don't confuse it with

  • Creative: the overall ad people see; assets are its parts.
  • Placement: where the ad runs, not what it contains.

Related terms

Search adsPerformance MaxAd RankQuality Score

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Sources

  1. About assets, Google Ads Help
  2. Ad Rank: Definition, Google Ads Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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