What are ad assets (extensions), and what is a Responsive Search Ad?

Ad assets, previously called extensions, add extra information beneath your ad. They are free to add, they increase the ad's size on the page, and expected asset impact is a factor in Ad Rank — so they improve position and CTR at no additional cost per click.

• Sitelinks — extra links to specific pages, letting one ad offer several entry points.
• Callouts — short non-clickable benefits such as "Free Shipping" or "24/7 Support".
• Structured snippets — a header and list, such as Brands or Courses.
• Call assets — a phone number, valuable on mobile and trackable as a conversion.
• Location, price, promotion, image, and lead form assets for their respective cases.

A Responsive Search Ad (RSA) is now the only search ad type. You supply up to 15 headlines and 4 descriptions, and Google assembles and tests combinations per auction.

How to write them well: make headlines genuinely distinct rather than fifteen rewordings of one idea, cover different angles — benefit, offer, credibility, call to action — and use pinning sparingly. Pinning gives control but sharply reduces the combinations available, which undercuts the point.

Note: Ad Strength is a guideline, not a ranking factor. Do not damage good copy to turn a rating from Good to Excellent — a frequent trap for people new to the platform.