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What are Google Ads assets and how do you test ad copy properly?

Turn on the assets that match your business, then test one idea at a time.

Assets are the extra pieces attached to your ad: sitelinks, callouts, structured snippets, calls, locations, images, prices, promotions and lead forms. Fill out the ones that match your business, then test copy one variable at a time and judge it on leads.

What assets are and why they matter

Google's help documentation describes assets as content pieces that "make up your ad with useful business information," and notes that Ad Rank combines your bid, ad and landing page quality, Ad Rank thresholds, the context of the search, and the "expected impact of assets and other ad formats." So assets are not cosmetic. Google also notes that minimum Ad Rank thresholds apply before additional assets will show at all.

Which ones a lead generation business should fill out

  • Sitelinks to your main service pages, not to About Us.
  • Call assets with tracking, since the phone is where most service leads arrive.
  • Location assets if you serve people near a physical place.
  • Callouts for the concrete things: licensed, financing available, same day service. Not adjectives like quality and professional.
  • Structured snippets to list the actual services you offer.
  • Image assets if you have real photography. Stock photos of handshakes help nobody.

Responsive search ads accept up to 15 headlines and 4 descriptions. Write enough for real variety, but make sure every headline could appear in any combination without producing nonsense.

Testing copy without fooling yourself

Change one idea at a time. If you rewrite the offer, the proof point and the call to action at once, you learn nothing about which one moved the number. Let a test run long enough to accumulate meaningful conversions rather than calling it after a good Tuesday. And judge on leads, not clickthrough rate: a headline that promises free consultations will out click almost anything and can still deliver worse leads. Watch cost per qualified lead as the deciding metric.

One more honest note

Do not test copy while you are also changing bid strategy or budget. You will not be able to attribute the result to anything.

Related: How does LevelUp Digital approach paid media strategy?, Do you provide monthly reporting for paid campaigns?, How do you track leads and conversions?, and our PPC advertising services.