Think of assets as useful customer information
Google Ads assets can include supporting links, call options, location information, and other business details. Google selects eligible assets for individual searches. An asset is therefore an opportunity to provide useful information, not a reserved piece of screen space.
Choose links with a clear job
Sitelinks take people to specific pages. They can be associated at different account levels, and eligible links higher in the hierarchy may appear alongside more specific ones. Check the entire relevant set, not only the links you just created.
Build an asset map for one service
Imagine a local pet-grooming business advertising dog grooming. Useful sitelink destinations might explain appointment requests, grooming services, preparation for a first visit, and the location. Each link should answer a different question and describe its destination accurately.
“Book Online” should not lead to a generic contact page where the visitor still has to hunt for the booking process. If the site only supports appointment requests, label the link accordingly. “Our Services” should not imply that every service is available at the advertised location.
For short supporting statements, choose facts that remove uncertainty. “Appointment Requests Online” is more useful than “Exceptional Excellence.” However, do not add a statement just because it sounds reassuring. Verify that the process exists and works before advertising it.
Check shared and automated content
Google can create account-level automated assets, including dynamic sitelinks and structured snippets. Review those assets as part of ordinary account maintenance so generated content remains consistent with your current business information.
Avoid the stale-asset problem
A promotion or service description can remain associated with a campaign after the underlying offer changes. Keep a register with asset text, destination, scope, owner, and review date. Assign one person to update both the website and affected assets when business details change.
In our grooming example, a Saturday availability message becomes misleading if Saturday appointments close for the next month. A location link becomes unhelpful if it points to a former address. Neither issue is solved by writing a better main headline.
Where an asset concerns calling or visiting, review the real experience. Does the phone route reach the correct team? Can customers actually visit the location represented? Do not use a location-related element merely to make a mobile or service-area business look like a walk-in shop.
Review usefulness rather than quantity alone
Our recommendation is to maintain a smaller accurate set before expanding it. Check whether each asset contributes a different piece of useful information and whether the linked page works on a phone.
When reviewing results, distinguish the campaign’s enquiries from the fact that an asset was present. A high number of appearances does not by itself show that an individual phrase persuaded customers. Use performance information alongside destination checks and the questions people ask your team.
Your practical checklist
- Give each asset a clear customer purpose.
- Check every linked destination on a phone.
- Review account-level and campaign-level associations.
- Inspect relevant automatically created assets.
- Record expiry dates and business-information changes.
Written with AI-assisted research and drafting, with source checks and editorial review for this guidebook. Platform facts link to official documentation. Examples and recommendations are our own; no client results are implied. Sources reviewed October 8, 2026. About Getting Found Local