How to Enhance Your Google Ads Performance: A Guide to Updating Key Assets

By July 13, 2023 No Comments


Google Ads provides an excellent platform for businesses to reach their target audience effectively. To optimize your ad campaigns, it’s crucial to regularly update and refine various assets. In this article, we’ll discuss the importance of updating assets and provide a quick guide along with essential tips for optimizing sitelinks, callouts, structured snippets, and calls—the four most critical assets that can make the biggest difference in your ads.

1. SiteLinks

Sitelinks are additional links that appear below your ad, directing users to specific pages on your website. They enhance visibility and provide users with more options. Here’s how to optimize them:

  • Choose relevant pages: Select web pages that are highly relevant to your ad group or campaign.
  • Use clear and concise text: Craft compelling descriptions for each sitelink, conveying the unique value of the linked page.
  • Test and refine: Regularly monitor the performance of sitelinks and make adjustments based on user engagement and conversion rates.
  • Tip: Experiment with different sitelinks and analyze data to determine which combinations generate the highest click-through and conversion rates.

2. Callouts

Callouts allow you to highlight key selling points or unique features of your products or services within your ad. To make the most of them, follow these tips:

  • Focus on benefits: Highlight the benefits customers will experience by choosing your business. Keep callouts short and impactful.
  • Be specific: Use specific details to add credibility and entice users. For example, “24/7 customer support” or “Free shipping on all orders.”
  • Use numbers: In my experience numbers like 3% in the example below perform better.
  • Test different variations: Create multiple callouts and experiment to find the ones that resonate best with your target audience.
  • Tip: Consider aligning callouts with your unique value proposition to set yourself apart from competitors.

3. Structured Snippets

Structured snippets provide additional context about your products or services. Here’s how to optimize them effectively:

  • Choose relevant categories: Select the most relevant categories that accurately represent your offerings.
  • Utilize all available headers: Utilize all the available headers to provide comprehensive information to users.
  • Highlight unique features: Showcase unique features or attributes that differentiate your products or services from competitors.
  • Tip: Monitor the performance of your structured snippets and adjust the content to align with user preferences and interests.

4. Calls

Phone calls can be a valuable conversion point for many businesses. Here’s how to optimize calls in your ads:

  • Implement call extensions: Set up call extensions to display your phone number directly in your ads.
  • Track call conversions: Utilize call conversion tracking to measure the effectiveness of your ads in generating phone leads.
  • Schedule call extensions: Schedule call extensions to appear only during business hours when your team is available to answer calls.
  • Tip: Consider using call-only ads for campaigns focused solely on driving phone calls.


Regularly updating and optimizing assets in Google Ads is essential to maximize the performance of your ad campaigns. While sitelinks, callouts, structured snippets, and calls are crucial assets to focus on, don’t neglect other elements like business name, logo, lead forms, prices, app promotion, and promotions. Continuously test and refine your assets based on performance data, audience feedback, and industry trends to drive better results and achieve your advertising goals.

Keith Hubert

Keith Hubert

Fractional CMO