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Ad Assets

Updated: Mar 28

Assets in Google are additional pieces of information that can be added to standard Ad text to enhance its attractiveness and utility. These components help provide potential customers with extra details, encouraging them to click on the Ad. There are several types of assets in Google Ads. Here are a few popular ones:

  • Sitelink

  • Callout

  • Structure snippet

  • Call

  • Location

Google Ad Grants Policy

According to the Google Ad Grants policy, your campaigns should include at least four sitelink assets, two callout assets, and one structured snippet asset.

Free audit of your Google Ads account. Use PING to receive an audit of your Google Ads account regarding the Google Ad Grants program policy - here.

How does PING work?

PING analyzes all enabled campaigns on your Google Ads account (excluding smart campaigns) and informs you about their status.

PING considers assets as active if they have generated at least 1 impression in the last 30 days. Inactive assets are those that have not received any impressions in the last 30 days.

How to add assets?

In the navigation bar, choose "Ads & Assets" → "Assets." Select the asset type, then click on the (+) "Add" button, fill in the content, and you're done.

If your asset is not yielding any results, you can pause or remove it. Select the specific asset, click on the dot next to its name, and click "Pause."



We understand your needs, and we know that managing a Google Ad Grants account is not easy. In response to this problem, we have created PING , which will give you confidence that your account complies with the program's policies and will not be blocked.

With PING, you will receive a periodic report of your account with most important information regarding Google Ad Grants policy, including:

  • campaign settings - type, budget, languages, locations, bid strategy, number of ad groups

  • ads - we will check if ads are properly configured and if there are any disapproved ads on the account

  • keywords - we will check if there are any prohibited single keywords or keywords with low quality scores on the account

You can choose from one of three options of PING. You can opt for a free option, with audit every 90 days or one of the paid versions:

PING - weekly account audit. Gain confidence in adhering to Google Ad Grants policy and receive recommendations on how to improve results. Buy now (39 USD/month) →
PING + Assistant - automatic account changes. The assistant will check your account daily and fix all errors on your behalf. Buy now (79 USD/month) →

Have any questions?

Check out the full PING offer - here or schedule a free consultation - here.

We also invite you to join our open Facebook group for organisations using the Google Ad Grants program - here.


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