Google Ads Assets for Contractors: Setup and Measurement Checks
Ad assets can give customers useful links, contact options, and business details. Start with accurate information and a working destination. Do not add an offer, credential, or availability claim unless the business can support it.
Understand cost and eligibility
There is no charge to add assets, but clicks and certain interactions are charged as usual. Adding assets does not guarantee lower CPC or more qualified leads. Eligibility also does not mean an asset will appear in every ad.
Choose useful links and service details
Sitelinks can direct visitors to relevant service or contact pages. Description fields are optional but recommended. Check that each link works and that its wording accurately describes the destination.
Use short, verified business facts in callouts. Apply a claim only to campaigns where it is true. For example, do not extend an availability promise to a service team that cannot provide it.
For structured snippets, select an available predefined header. “Service catalog” can describe actual services; values must fit the selected header. These snippets are not clickable. Avoid promotional claims in place of service names.
Configure and measure calls deliberately
Use a working business number and align call availability with the team's ability to respond. Test the routing before relying on it for lead generation.
Call reporting uses Google forwarding numbers to collect call details where supported. Review the call conversion configuration, including its definition and inclusion in bidding goals. Turning on reporting alone does not establish that the campaign is optimizing for the intended business outcome.
A call-button click, connected call, recorded conversion, qualified inquiry, and booked job are different events. Label them separately. A duration threshold can be a measurement rule, but it does not prove that the caller needs an offered service or has booked work.
Check image and location requirements
Search image assets require square images; landscape images are optional but recommended. Minimum dimensions are 300×300 for square and 600×314 for landscape. Check account eligibility and current image policies before preparing files. Use relevant images you have permission to advertise, without digitally added text or logo overlays.
Location assets can display location information such as an address, map, or distance. Check the linked business, selected locations, and intended customer destination. Do not assume that a Business Profile service area automatically becomes a displayed location asset, or expose a private address just to pursue an ad format.
Verify results after setup
- Review asset approval status and the campaigns using each asset.
- Check links, phone routing, offers, images, and location details.
- Verify the conversion actions and investigate duplicate or missing measurements.
- Compare spending and recorded actions with qualified inquiries and booked work.
- Record changes and revisit assets when services or business details change.
Use reporting to identify questions worth investigating. More impressions or clicks alone do not establish improved profitability, and a change in performance does not isolate an asset's effect when other campaign settings changed too.