Google Ads Callout Assets: What They Are and How to Write Ones That Get Clicks
Callouts are short, non-clickable phrases like "Free returns" or "24/7 support" that sit under your search ad. They cost nothing extra, take minutes to add and are one of the easiest ways to make an ad more persuasive.
In this article
A Google search ad gives you a limited amount of space to convince someone to click. Callout assets give you a little more. They're short phrases, up to 25 characters each, that appear beneath your ad text and highlight things like free delivery, a guarantee or round-the-clock support.
You may still see them called callout extensions. Google renamed ad extensions to assets in 2022, but the feature works the same way.
What a callout looks like
Callouts appear as a line of short phrases separated by dots under your description, for example:
Free UK delivery · 30-day returns · Price match promise · Order by 8pm for next day
Unlike sitelinks, callouts aren't clickable. Their job is purely to add reasons to choose you, and to make your ad take up more space on the page.
Why they're worth adding
- They're free. You pay for clicks on your ad as usual; showing callouts costs nothing extra.
- They can improve Ad Rank. Google factors in the expected impact of assets when ranking ads, so useful callouts can help your position without a higher bid.
- They free up your headlines. Put your main message in the headline and let callouts carry the supporting benefits.
- They're quick to test. You can change callouts without editing or resetting the ads themselves.
The rules to know
- Each callout can be up to 25 characters (some double-width languages allow fewer).
- You can add callouts at the account, campaign or ad group level. The most specific level wins: ad group callouts replace campaign ones, and campaign callouts replace account ones.
- Google decides when to show callouts and how many, based on the ad's position, the device and the expected benefit. Adding them doesn't guarantee they'll appear every time.
- Callouts must follow Google Ads editorial policies: no excessive capitals, no repeated punctuation like "!!!", and no claims you can't support.
How to add callouts
Google regularly moves menus around, but the path is broadly the same:
- Open your Google Ads account and go to Campaigns → Assets.
- Click the plus button and choose Callout.
- Choose where to add it: account, a specific campaign, or an ad group.
- Type your callouts, one per field. Aim for at least four so Google has options to choose from.
- Optionally, set a start and end date or a schedule (useful for limited-time offers), then save.
How to write callouts that earn their space
Be specific
"Great service" says nothing; every business claims it. "Rated 4.8 by 2,000 customers", "Engineer within 2 hours" or "Free fitting included" give a concrete reason to choose you. Numbers stand out in a block of text.
Don't repeat your headline
If your headline already says "Free Delivery", a free-delivery callout wastes a slot. Use callouts for the next most important benefits.
Match the ad group
An ad group for emergency plumbing and one for bathroom installation need different callouts: speed and availability for the first, finance options and guarantees for the second. Add callouts at ad group level when the selling points genuinely differ.
Keep them short and scannable
25 characters is a limit, not a target. Two to four words read fastest. Use sentence case or title case consistently across all of them.
Only promise what's true
Claims such as "Cheapest in London" or "#1 rated" can get disapproved unless your landing page backs them up, and they damage trust if they aren't accurate.
Callout ideas by business type
- Online store: Free delivery over £40 · 30-day free returns · Secure checkout · Ships within 24 hours
- Local trades: Same-day call-outs · Fixed upfront pricing · Gas Safe registered · 12-month guarantee
- Software/SaaS: 14-day free trial · No credit card needed · Cancel anytime · 24/7 live chat
- Professional services: Free initial consultation · No win, no fee · 20 years' experience · Evening appointments
- Restaurants and hospitality: Book online in 30 seconds · Vegan menu available · Free parking · Private dining room
Measuring whether they work
In the Assets view, you can see how often each callout was shown and how ads performed when it appeared. Because callouts are shown in combinations, judge them over a few weeks of data rather than a few days. Replace callouts that rarely show or that sit alongside weaker click-through rates, and keep seasonal ones scheduled so they switch off automatically when an offer ends.
Frequently asked questions
Are callout extensions and callout assets the same thing?
Yes. Google renamed all ad extensions to assets in 2022. The feature, character limits and rules stayed the same.
Do callouts cost extra?
No. You still pay only for clicks on your ad. Callouts themselves are free to add and to show.
Why aren't my callouts showing?
Google only shows assets when it expects them to improve performance and when there's room, which depends on ad position, device and the other assets available. Low Ad Rank, disapproved callouts or more specific callouts at another level can also stop them showing.
How many callouts should I add?
Add at least four per campaign or ad group so Google can pick the best combination. You can add more and let performance data show which ones help.
