What are assets in Google Ads?

In Google Ads, an asset refers to any component of an ad or campaign that can be used to create or enhance an ad. Assets can include things like ad headlines, descriptions, images, videos, and more. By creating and organizing assets in Google Ads, you can build more effective ads that resonate with your target audience and drive better results for your business.

Here are some examples of assets you might use in Google Ads:

  • Headlines: These are the main titles of your ads and typically appear at the top of the ad. This is a required asset for text ads.
  • Descriptions: These are short lines of text that describe the product, service, or offer you’re promoting. This is also a required asset for text ads.
  • Images: These are visual elements that can be used to showcase your product or service in an ad.
  • Videos: These are moving visuals that can be used to tell a story or showcase your product or service in action.
  • Ad extensions: These are additional pieces of information that can be added to your ads, such as phone numbers, addresses, or links to specific pages on your website.
  • Landing pages: These are the web pages that users are directed to when they click on your ads. A good landing page should be relevant to your ad and provide a clear call to action.


By using these assets strategically, you can create ads that are more engaging, informative, and persuasive to your target audience. You can also use Google Ads’ reporting and optimization tools to test and refine your assets over time to improve your ad performance and achieve better results for your business. Best practice is to add four different asset types to your ads to incentivize potential customers into clicking on your ad. Assets can be added to accounts, campaigns, ad groups, or individual ads, allowing for levels of optimization.


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