Ad extensions, now called Google Ads assets, are add-ons that expand your ads with extra links, buttons, and details (like calls, locations, prices, and promos) so your search result takes up more space and gives people a faster path to the action you want.
In Google Ads, assets are not guaranteed to show every time, Google decides per auction based on eligibility, device, and what it predicts will help performance, so the goal is to give the system enough high-quality options without clutter. For many accounts, adding sitelinks alone can lift click-through rate, especially when multiple sitelinks appear, because you are basically turning one ad into a small menu.
For most Orlando and Central Florida local businesses, the assets that matter most are the ones that (1) pre-qualify the lead and (2) reduce friction. That usually means sitelinks for service pages, call assets for mobile searchers, and location assets if you serve customers locally. If you want help picking and building the right set, our PPC services focus heavily on assets because they are one of the quickest ways to improve results without raising bids.
| Asset type | When it matters most | Why it helps | Setup notes we see people miss |
|---|---|---|---|
| Sitelink | Almost every Search campaign | Adds extra clickable links, sends people to the exact page they want (pricing, services, booking, reviews) | Link to real, relevant pages (not the homepage), use clear labels like “Emergency service” or “Request an estimate,” add at least 4 and keep them unique |
| Call | Lead gen where phone calls are valuable (dental, legal, pest control, HVAC, med spa) | Puts a tap-to-call option right on the ad, great for high-intent “near me” searches | Use a staffed number, add call reporting, and schedule calls only when you can answer unless you have a reliable after-hours workflow |
| Location | Businesses that serve a real local area or have a storefront | Shows address and map pin, builds trust and drives direction requests | Connect your Google Business Profile, confirm hours, and keep the address consistent, this is especially useful for competitive Orlando searches |
| Callout | When you need quick trust or differentiators | Short phrases that reinforce why someone should choose you (examples: “Same-day appointments,” “Family-owned,” “Financing available”) | Keep them specific and non-repetitive, avoid fluff that looks like every competitor |
| Structured snippet | Service businesses with multiple offerings | Lists categories or service types in a clean format (like “Services: Termite, Roaches, Rodents”) | Use the correct header and keep values tightly related, this works best when it mirrors what people actually ask for |
| Image | Brands with strong visuals, also helps many Search ads stand out | Adds visual weight and can improve engagement | Use clean, real images (team, office, work) and match them to the offer, low-quality images can hurt trust fast |
| Price | When you can publish packages or starting prices | Pre-qualifies clicks and reduces “price shoppers” who will never convert | Use ranges or “starting at” where appropriate, keep landing pages consistent with what you show |
| Promotion | Seasonal offers (Orlando HVAC tune-ups, pest promos, dental new-patient specials) | Highlights a deal and can increase response during busy periods | Use real deadlines and terms, do not run nonstop promos that train people to wait |
| Lead form | When your landing page is not converting well or you need a frictionless capture | Captures leads directly on the SERP | Watch lead quality closely and connect follow-up fast, if you are serious about tracking, pair this with proper conversion setup |
How we choose what to use most often is simple: start with sitelinks, callouts, and structured snippets for better message coverage, then add call and location assets if calls and local intent are part of the business model. After that, add image and price or promotion assets when you have strong visuals or clear offers. Lead form assets can work, but they can also bring more low-intent leads, so we treat them as optional and judge them by booked appointments and signed jobs, not just form volume.
Two practical rules help you avoid common problems: first, every asset should match a specific landing page and a specific intent, do not send everything to one generic page. Second, track what happens after the click, especially calls and form fills, so you can keep the assets that drive real leads. If you want a clean tracking walkthrough, our FAQ on tracking forms, bookings, purchases, and phone calls from PPC lays out the usual setup. And if your landing pages are the bottleneck, improving the page experience with our web design services often makes your assets perform better because the click has somewhere solid to go.
