Google Ads Extensions (Ad Assets): Which Ones Should You Use for B2B?

Google Ads extensions (officially called “ad assets” since 2022) are the extra pieces you can show below or next to your ad: links, a phone number, bullet lists, a form. Short answer: they make your ad bigger and more relevant, they cost nothing extra to add, and they can noticeably raise your click-through rate. Google itself states that advertisers see roughly 20 percent higher CTR on average when four sitelinks appear with a search ad. But they are a lever, not a miracle cure: a good asset on a bad campaign is still a bad campaign. In this article you will learn which assets exist, which ones really make the difference for B2B, and which ones you can safely skip.

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What are Google Ads extensions (or ad assets)?

They are additions to your text ad that show extra information: think extra page links, a call button, a row of benefits or a lead form. Many people still search for “extensions”, but Google has called them ad assets since 2022. The function has stayed the same, only the name changed. In this article we use “assets”, with “extensions” alongside it where that helps.

The idea is simple: your ad takes up more space on the search results page, and you get more room to convince someone before they click. That explains why two sponsored results on the same search can look completely different. One advertiser uses four assets, the other none at all. If you want to understand how assets fit into the broader context of PPC and SEA, those wiki pages are a good starting point.

Assets come in two flavours. Manual assets you set up yourself (you decide the sitelinks, the copy, the number). Automated assets are added by Google itself when the algorithm estimates they will improve your performance. For B2B we recommend setting up the most important assets manually, so you keep control over what is shown.

Why should you use ad assets?

There are three concrete reasons, and none of them is “it looks nicer”.

• More ad space, for free. Ad space on Google is scarce. Assets let you claim extra copy, links and CTAs without paying per asset. You only pay for the click, just like normal. An expanded ad with four sitelinks and a row of benefits looks more attractive than a competitor’s bare one-line ad.
• Higher CTR, and possibly a better Quality Score. Assets give your ad more space and relevance, and that usually translates into a higher click-through rate. Google on search ads with assets states, for example, that advertisers see roughly 20 percent higher CTR on average when four sitelinks appear with a search ad. A higher click-through rate also feeds into your Quality Score, which can lower your effective cost per click. You can read more about this in our guide on raising your Google Ads CTR.
• Better lead qualification. This is the most important one for B2B. By showing up front what you do, who you do it for and on what terms, you filter out the wrong clicks. Someone who still clicks after reading your structured snippets knows better what they will find. That saves budget that would otherwise go to visitors who are not a fit anyway.

Note the honest caveat: assets raise your CTR, but they do not fix a bad campaign. If you send traffic to a slow or vague landing page, or bid on keywords that do not match your offer, no asset will help. So always start with the basics of your Google Ads campaign and see assets as the finishing touch, not the foundation.

Which ad assets exist?

Below are the main assets, each with a short note on what they do and how relevant they are for a B2B service provider (so not a webshop). You will find a more extensive overview in the Semrush overview of Google ad extensions.

You do not have to deploy everything. Start with the assets that make the most sense for your situation, measure the results, and build from there.

Sitelinks: send visitors to the right page

With sitelinks you add extra links below your ad, so that someone does not automatically land on your homepage but can choose where to go: your services page, a case, your contact page. Adding sitelinks is one of the simplest ways to raise your click-through rate, as this Wordstream guide to ad extensions also shows. Google shows up to six at a time on desktop and up to eight on mobile, so it pays off to set up at least four so the algorithm has enough choice. Keep the link texts short, give each one a brief description and tie them as closely as possible to the campaign or ad group. For B2B this is almost always the first asset we set up.

Callouts and structured snippets: show your benefits

Callouts (formerly callout extensions) are short pieces of text without a link that let you highlight benefits: “In-house team”, “Reply within 24h”, “No long-term contract”. Structured snippets show a list per category, for example the services or industries you serve. You need at least three values and each snippet has a 25-character limit (aim for fewer than 12 on mobile). Together, these two give the visitor an immediate picture of who you are and what you offer, even before the click. That helps scare off weak leads before they eat up your budget.

Call and lead form: make contact frictionless

With the call asset you add a call button. On mobile, someone can call straight from the search results page, which is handy because a large share of searches happens on a phone. For B2B services where a conversation is the logical next step, this lowers the barrier considerably.

The lead form asset puts a form in the ad itself. The visitor does not even have to visit your site to leave their details, and Google often pre-fills known fields. Google stores the collected leads for up to 30 days and you can download them as a CSV. It works, but be careful: form leads are often lower-threshold and therefore sometimes less qualified. Make sure you follow up and qualify quickly internally. You can read how to approach that in our guide on lead generation with Google Ads.

Location, price, promotion and image: situational

The location asset shows your address and is useful if customers visit you physically, or simply to signal credibility. Price and promotion assets (prices, discounts, offers) are mainly built for webshops and e-commerce; for most B2B service providers they are less relevant, because your offer is bespoke and does not fit a fixed price tag. Image assets can make your ad stand out visually, but for business searches the added value varies. Feel free to test them, but do not expect miracles.

How do you set up ad assets?

Broadly: log in to your Google Ads account, go to the “Ads and assets” section (formerly “Ads and extensions”), click “Assets”, use the plus button and choose the right type from the menu. You can set up assets at account level, campaign level or ad group level. Our tip: make them as specific as possible. A general callout such as “Available 24/7” fits at account level, while a snippet about one specific service belongs at campaign level. The more relevant the asset is to the search, the better it performs.

An asset is not always shown, by the way. Google decides per auction whether (and which) assets appear, partly based on your ad position and Quality Score. If you rank low, you will not see your nice sitelinks. That is another reason to first get your bidding strategy and your fundamentals in order.

Frequently asked questions about Google Ads extensions

Need help turning assets into real leads?

Ad assets are a nice lever, but they only work if the campaign underneath is right: the right keywords, sharp ad copy and a landing page that converts. At Customer Impact we are a small team that steers on what counts: qualified leads and revenue, not on clicks or pretty statistics. We will also tell you honestly when an asset will deliver little in your situation. Want to know how we approach that? Take a look at our Google Ads approach.

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