Google Ads Assets Builder: write sitelinks, callouts and more in one place
Write sitelinks, callouts, snippets, prices, promotions and call assets with live counts and checks.
- Free to use
- Runs in your browser
- No sign-up
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About the Google Ads Assets Builder
Enter a short brief (business name, website, city, services and an offer) and get draft sitelinks, callouts, a structured snippet, price items and a promotion, filled from fixed templates with your words. Edit them and watch the character counts and our checks update: Google's limits and minimums, repeats, sitelinks to the same page or the home page, and text that may break Google's ad policies. Copy each asset type for Google Ads, or download a Google Ads Editor file for sitelinks and callouts. Everything runs in your browser.
How it works
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Step 1
Fill in the brief and select Fill drafts from the brief, or press Try an example to see a filled-in clinic.
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Step 2
Open each asset type, edit the drafts and fix what the checks mark: limits, minimum counts, repeats, URLs and policy flags.
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Step 3
Copy each type into Google Ads (Assets in the menu, then the plus button), or download the Editor CSV for sitelinks and callouts.
The limits it checks
Sitelink text up to 25 characters with two description lines of up to 35, and at least 2 sitelinks for any to show. Callouts up to 25 characters. Structured snippets need a header from Google's list and 3 to 10 values of up to 25 characters. Price assets take 3 to 8 items with a header and description of up to 25 characters each. Chinese, Japanese and Korean characters count as two.
Our suggestions on top of Google's rules
Google's rules decide what is allowed: no repeated sitelink text, sitelinks on the same domain as your ad, no prices or promotional words in price headers. On top of that, our checks suggest a separate page for each sitelink rather than the home page, at least 4 sitelinks and 4 callouts as Google recommends, and both description lines on every sitelink. Suggestions are marked as ours.
What this tool cannot do
It does not connect to Google Ads or check that your pages load, and the drafts are templates, so keep only what is true for your business. Google decides when assets show: only when it predicts they help and your ad ranks high enough. The Editor file covers sitelinks and callouts, the only types whose Editor columns we could confirm; add the others in Google Ads.
Frequently asked questions
How many characters can a sitelink have?
Sitelink link text can have up to 25 characters (12 in Chinese, Japanese and Korean), and each of the two optional description lines up to 35. If you fill in the first description line, fill in the second too. Google strongly recommends descriptions, and suggests at least 6 sitelinks with descriptions for busy campaigns.
How many sitelinks and callouts should I add?
Sitelinks show only when there are at least 2, and Google recommends at least 4; you can add up to 20 per account, campaign or ad group. For callouts, Google recommends at least 4, each up to 25 characters. Even then, assets show only when Google predicts they will help and your ad meets a minimum Ad Rank.
What headers can I use for structured snippets?
Only headers from Google's fixed list: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles and Types. Each header needs at least 3 values, and Google suggests 4 or more. The values must match the header, which is the most common reason snippets are disapproved.
Can I add a Diwali promotion in Google Ads?
Yes. Promotion assets have occasions, including Diwali, Navratri and Holi. Google lets you choose dates only inside each occasion's window, which is 1 September to 1 December for Diwali, and occasion promotions must be created or edited within 6 months of their start date. You can also run a promotion without an occasion, with your own dates.
Why was my call asset number disapproved?
The usual reason is an unverified phone number. Google asks for the number in international format (for India, +91 and the 10 digits, with no spaces) and for that exact number to be on your website, or for your domain to be verified in Search Console. Premium-rate, vanity and fax numbers are not accepted, and Google may place short test calls.
Related reading
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