Using Google Ads can be daunting. So many choices it becomes very overwhelming. In this article we'll cover what assets to use in Google Ads for a brick and mortar location. We'll discuss each one in detail and their advantages. Primarily we suggest to use the following assets:
Business Name & Logo
Sitelinks
Callout
Structured Snippets
Location
Call
Promotion
1. Business Name & Logo
So a business name and logo is fairly simply to add. They will be utilized in all ads that you have running from Responsive Search Ads to Performance Max Ads. The hurdle if you will is getting approved to run them. You have to apply to Google to run this asset. Providing a document with your company name such as tax returns for Google to approve. This can take an hour, it could take 5 business days. Once you are approved though you simply type your company name in 25 characters or less and provide a company logo preferably in a 1000x1000 PNG or JPEG. We suggest this size logo since most of the time your ad will show up as text and that square size is the logo that will be used.
Advantages of having your business name and logo is that most people aren't using it in search ads. As such your company will stand out with this information showing, especially the logo. It's another way to stand out from the crowd of 3 ads at the top of a search result.
2. Sitelinks
Sitelinks will appear towards the bottom of your text ads and are a great way to send people to relevant pages on your site. For instance if the ads is about a sofa, you could have sitelinks going to coffee tables, throw pillows, etc. They can be setup at an adgroup level, campaign level, or account level if perhaps your a service industry with very few services to offer.
We would recommend having your sitelinks at a campaign or even adgroup level that way you can niche down and provide helpful links for the user. Also having sitelinks show up with help essential take up space on a cellphone. If you have 2 ads with sitelinks showing that's all that can show above the fold, or what's on the screen the minute they Google something. a 3rd option isn't even an option at that point because of how much information the first 2 ads takes up.
3. Callout
So callouts are quick hitter information, 25 characters, that really punch up why someone should work with you. "Charlotte's Best Dentist" or "100 Mile Delivery" come to mind as callouts you might use. The downfall to callouts is they may or may not show at all, Google will determine when it's most appropriate to show them. However, now with Responsive Search Ads when something shows is becoming less and less in the hands of the Google Ads operator and more in the hands of Google's algorithm so this isn't such a big deal.
Many people will skip callouts because they don't know a good use case for them. Now you do and we would recommend using them when wondering what assets to use in Google Ads for a brick and mortar location.
4. Structured Snippets
Structured snippets are a way to list out some goods or services that you provide. For instance if you own an accounting business there are 4 or 5 services your provide to the public. You can list those out in a structured snippet so people can get a sense of how you can help. Same is true if you run a gardening supply house. You can name the brands you carry so someone knows if you have the right soil they want.
Since there is a 50/50 shot the asset will be used in any search result we'd suggest adding it to your tool belt and allow Google to have access to one more thing when presenting an ad. Though do think about how they will show up. For instance if you have a restaurant supply store. May use name brands for stoves campaign and then another name brand structured snippets for your knives.
5. Location
So when asking what assets to use in Google Ads for a brick and mortar location the location asset should be #1 on your list. You'll need a Google Business Profile to set it up but it's simply linking your locations, incase you have more than one, to your Google Ads account. We would highly recommend putting these at the account level. You can have specific locations show up for specific campaigns, like if your running a campaign for Dallas and you only want your Dallas location to show. In that instance you would need to use the Dallas Google Business Profile ID. This can be found clicking the 3 dots in the top right of the location highlighted in the image below:
From there you want to choose Business Profile Settings -->Advanced Settings and your Business Profile ID should so.
Once you have this ID at the campaign for Dallas add a location in your Assets section. Go through the steps of adding your locations however this time filter out to the ID you just found, then just the one location should show.
If you need to use part of your stores but not all, Store Code is going to be your best option. Group the stores together say all 3 in Dallas have the same Store Code. Now when adding at the campaign level use the Store Code and all 3 locations should populate.
6. Call
The call asset is the second most important thing when talking about what assets to use in Google Ads for a brick and mortar location. Most people will call the store for various reasons and you want to have your number available to them. The major reasons you would want to use a call assets is for tracking or having a centralized number for all locations.
For tracking purposes you'd like to say a phone call came in from a Google search ad. While a location asset will also have a phone number, that number should always be your actual store number, which can't be tracked. In order to track active you need a different number that's where you can use a call asset. The other way to utilize call assets is by having a central phone number. Each store starts with 617 but you want to route calls so you provide an 800 for everyone to call into.
These are just some reasons you would want to use call assets.
7. Promotion
While mentioned lasted certainly promotion assets are not the least in regards to what assets to use in Google Ads for a brick and mortar location. Many people want to insert their promotions into a headline or description of an ad but we think this would not be a good idea. See the algorithm. has optimized who to target when, where, and how with what you have provided already. If you put in a promotion that will last 2 weeks it's not enough time for the algorithm. to figure out what do with this new information and your perfect system driving all these conversions is not under maintenance until all the bugs are worked out.
This is why we suggest the promotion asset. You can setup what dates the promotion will run and showcase that a 20% off sale is happening right now without upsetting the apple cart.
We hope this article was informative on what assets to use in Google Ads for a brick and mortar location. If you have any further questions please don't hesitate to reach out.