Google Ads Local Ad Assets 2026

By Corey Frankosky · Last Updated August 6, 2026

Google Ads local ad extensions, now called assets, attach your business details to your search ads so people can find your address, call you, or jump to a specific page without extra effort. They take up more space on the results page, they give searchers a clear next step, and they cost nothing beyond your normal cost per click. In this guide you will learn what each type of local ad extension does, how to connect your Google Business Profile, how to set everything up, and how to keep it performing. The goal is simple. You want your ads to send more nearby customers to your store, your phone, and your best landing pages.

1What Local Ad Extensions Are

Local ad extensions are the pieces of business information Google adds underneath or beside your text ad. Google now calls them assets, but many advertisers still use the older term extensions, and they refer to the same thing. Instead of showing only a headline and a description, your ad can also show your address, a map marker, a clickable phone number, links to specific pages, and any active promotions.

The four types you will use most for a local business are location assets, call assets, sitelink assets, and promotion assets. Each one has a specific job. Location assets drive foot traffic, call assets generate phone leads, sitelink assets send people to the right page, and promotion assets highlight a deal. You do not have to choose only one. Google decides which combination to show based on the search, the device, and what is most likely to earn a click.

None of this adds cost on its own. You still pay your standard cost per click, so assets are one of the few improvements in Google Ads that give you more visibility without raising your budget. If you want a full breakdown of what you actually pay for, read our guide to Google Ads cost.

Question to Answer:

Which four asset types would help your business the most right now, and do you have accurate details ready for each one?

2Why Local Ad Extensions Matter

Local intent is a huge share of search. Around 46% of all Google searches are local, and 76% of people who search for a nearby business on their smartphone visit within 24 hours. Roughly 80% of local searches end in a conversion. When someone searches on their phone for a plumber, a dentist, or a restaurant near them, they are often ready to act that same day.

Assets help you capture that intent. Adding even one relevant asset can lift your click-through rate by 10% to 15%. More clickable elements also mean more chances for a searcher to engage, and that engagement feeds into your Ad Rank, which can improve your position on the page.

There is a quality benefit too. Assets support ad relevance and expected click-through rate, which are two inputs into Quality Score. A stronger Quality Score can lower your cost per click by a meaningful amount, sometimes close to 50%. If you want to work on that side of your account, our guide on how to raise Quality Score to lower CPC walks through it.

Question to Answer:

How much of your current search traffic has local intent, and are your ads giving those searchers an easy next step?

3Location Assets

Location assets show your business address, phone number, and a map marker inside your ad. They can also show how close you are to the searcher, such as 0.3 miles away, which is powerful when someone is deciding between you and a competitor. On mobile, a Get Directions button opens the searcher's navigation app with one tap.

These assets are dynamic. Google adjusts what it shows based on the searcher's location and device, so the same ad can feel personal to each person who sees it. Location assets are built for brick-and-mortar businesses, and they can raise click-through rate by around 10%. When they are active, your ads can also appear on Google Maps and in local results.

To get the most out of them, keep your hours, address, and phone number identical across your Google Business Profile and your website. Update seasonal hours or temporary closures right away. Nothing wastes a click faster than sending someone to a store that is closed or listed at the wrong address.

• Best for: stores, offices, and any business that wants in-person visits
• Shows: address, map marker, distance, and a Get Directions button on mobile
• Requires: a verified Google Business Profile linked to your Google Ads account

Question to Answer:

Does the address and set of hours in your Google Business Profile match your website exactly today?

4Call Assets

Call assets add a clickable phone number to your ad. On a smartphone it appears as a Call button, so a user taps once and reaches you directly. On desktop the number is displayed for the searcher to dial. This matters most for service businesses like plumbers, locksmiths, and HVAC technicians, where the customer wants to talk to someone right now.

You can track calls as conversions inside Google Ads. That lets you measure how many leads your campaigns actually generate and see which ads and keywords drive the most valuable calls. Without call tracking, you are guessing at your return on that spend.

Limit call assets to your staffed hours. If nobody is there to answer, you are paying for a click that cannot convert. Most businesses schedule these for the hours someone is on the phone, for example Monday through Friday from 8:00 AM to 6:00 PM. Speed matters once the phone rings too, since 66% of consumers will wait no more than two minutes before hanging up.

Question to Answer:

Are your call assets scheduled only for the hours a real person can answer the phone?

5Sitelink Assets

Sitelink assets add extra clickable links below your main ad, sending users to specific pages instead of only your homepage. A bakery might use Wedding Cakes, Catering Menu, Order Online, and Reviews. A plumbing company might use Emergency Services, Free Estimates, Service Area, and Customer Testimonials.

Sitelinks make your ad physically larger on the results page, which pushes competitors down and gives searchers more reasons to click. You need at least two, but Google recommends four so you have the best chance of showing a full set.

Every sitelink must point to a page on the same domain as your main ad, and the landing page should match the link text. If the label says Free Estimates, the page it opens should be about free estimates. Clear, specific labels are what make sitelinks work, and well-built sitelinks can lift click-through rate by 10% to 15%.

1. Write specific labels: match each sitelink to a real page and intent, not a vague category
2. Use at least four: you need two minimum, but four gives Google room to show a full set
3. Match the landing page: the destination should deliver exactly what the label promised

Question to Answer:

Which four pages on your site deserve their own sitelink because they answer a specific customer need?

6Promotion Assets

Promotion assets highlight discounts and special offers with a price tag icon next to your ad. Examples include 20% off for first-time customers, a free consultation through March 31, or a back to school sale for $50 off. The promotion label, such as Holiday Sale or Spring Special, adds context so the deal is clear at a glance.

You set precise start and end dates on each promotion. When the deal expires, Google stops showing the asset automatically, so you never advertise an offer you can no longer honor. That protects you from the awkward situation of a customer arriving to claim a discount that ended last week.

Promotion assets work hardest during peak shopping periods like Black Friday, back-to-school season, or a local event. Pair them with a matching call-to-action in your ad text, such as Call now to claim your discount or Visit our store this weekend, so the ad and the asset point in the same direction.

Question to Answer:

What is your next dated offer, and have you set its exact start and end dates so it turns off on time?

7How to Set Up Local Ad Extensions

Before you add location assets, you need a verified Google Business Profile. That profile is the source for your address, phone number, and hours. Once it is verified, open the Assets tab in your Google Ads account and choose the Location asset option.

1. Link your profile: connect your verified Google Business Profile to your Google Ads account, then confirm the link
2. Choose which locations show: sync all of them, pick specific ones, or build location groups so certain campaigns show only certain addresses
3. Turn on call reporting: enable it and schedule call assets to match your staffed hours
4. Add sitelinks: set up at least two, though four is better, each pointing to a real page on your domain
5. Configure promotions: add promotion assets with clear start and end dates so expired deals stop showing on their own

Location groups are worth understanding early. They let you limit which addresses appear for a given campaign, which keeps your ads aligned with your keyword strategy. If you run separate campaigns by region, groups stop the wrong store from showing up in the wrong ad. All of this setup happens at no extra charge beyond your standard cost per click.

If you would rather have an expert stand this up correctly the first time, our Google Ads management services team handles the full setup and ongoing optimization for you.

Question to Answer:

Is your Google Business Profile verified and linked, or is that the first step you still need to complete?

8How to Optimize and Manage Them

Match your assets to your goal. If you want store visits, lean on location and call assets that show proximity and make contact easy. If you want phone leads, pair call assets with location assets so a searcher can tap once to reach you. If a campaign is built to drive website traffic, skip call assets, because they can pull attention away from your main message. Google suggests running at least four assets so it has enough options to serve the best combination for each search.

Test one change at a time. Run each A/B test for at least two weeks so you can see the real impact, and only change one element per test. Adding a single new asset can raise click-through rate by 10% to 15%, and a well-placed set can push conversion rates up by 20% or more. Do not stop at click-through rate either. Use the distance reports to see how proximity affects performance, review call duration and start times to judge lead quality, and watch cost per lead on any form-based assets.

Keep everything current. Review your Google Business Profile at least once a month, and remember that changes there can take up to 24 hours to sync with Google Ads, so update seasonal hours and holiday closures ahead of time. Mark any closed location in your profile and Google Ads will stop showing that asset automatically. Refresh dated promotions so the urgency stays real, and keep call assets on staffed hours only, because an unanswered call is wasted spend when 66% of people hang up after two minutes.

If you want to go deeper on the strategy behind all of this, the Google Ads course covers account structure, bidding, and optimization end to end.

Question to Answer:

Which single asset change will you test first, and how will you measure whether it worked?