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Google Ads Callout Assets Guide (Benefits and Examples)

Setting up callout assets in Google Ads is a powerful way to enhance your ad campaigns by providing additional, relevant information to potential customers.

These short snippets of text can be used to highlight specific offers, features, benefits, etc.

They can be a great addition to your ads and help you improve your desired results.

Let’s get right into it!

What Are Callout Assets?

Google Ads callout assets are short snippets of text that advertisers can include in their search ads to highlight specific features, offers, or benefits of their products or services. These callouts appear beneath the main ad text and provide additional information that can entice users to click on the ad.

Unlike other ad extensions, callout assets do not include links; instead, they serve to enhance the existing ad copy by adding value and context.

This helps to differentiate ads from competitors, increasing their appeal and potential click-through rate (CTR).

Benefits of Using Callout Assets

Callout assets offer several advantages to advertisers looking to improve the performance of their Google Ads campaigns:

  1. Increased Visibility: By adding more text to your ads, callout assets make your ads larger and more noticeable on the search engine results page (SERP). This increased visibility can lead to higher engagement and more clicks.
  2. Enhanced Ad Relevance: Callout assets allow advertisers to include additional information that is highly relevant to users’ search queries. This relevance can improve the ad’s Quality Score, which in turn can lead to better ad positioning and lower costs per click.
  3. Highlighting Unique Selling Points: Advertisers can use callout assets to emphasize specific features or benefits that set their products or services apart from the competition. This can include offers like “Free Shipping,” “24/7 Customer Support,” or “Price Match Guarantee,” which can significantly influence a user’s decision to click on the ad.
  4. Flexibility and Customization: Callout assets can be tailored to different levels of an ad campaign—account, campaign, or ad group. This flexibility allows advertisers to create both broad, company-wide messages and highly specific, product-level messages, ensuring that the most relevant information is presented to potential customers.

How Callout Assets Work

Callout assets are simple to implement within Google Ads. Advertisers can add them at the account, campaign, or ad group level, ensuring that the callouts are relevant to the specific ads they accompany.

When setting up callout assets, advertisers can choose from a variety of text snippets that best highlight their offers and benefits.

Once created, these callouts will automatically appear below the main ad text, formatted appropriately depending on the device (desktop, mobile, or tablet) on which the ad is displayed.

✏️ If you want to learn how to create, edit, schedule and remove callouts, check Google’s official documentation.

Creating Effective Callout Assets

Creating effective callout assets involves understanding the unique aspects of your business and what potential customers find appealing.

The key is to keep callouts concise and impactful, ensuring they communicate the most important information quickly and clearly.

Here are some tips for creating effective callout assets:

  • Be Specific: Use specific and clear language to describe the benefits or features you are highlighting.
  • Keep It Short: Each callout asset should be no longer than 25 characters to ensure they are easy to read and do not overcrowd the ad.
  • Use Action-Oriented Language: Phrases like “Order Now” or “Sign Up Today” can create a sense of urgency and encourage users to take action.
  • Update Regularly: Keep your callouts fresh by updating them to reflect new promotions, seasonal offers, or changes in your business.

Best Practices

Effectively using callout assets involves adhering to several best practices that can enhance the performance of your ads. Here are the key strategies to consider:

  1. Conciseness and Clarity
    • Keep your callout text brief and to the point. Each callout is limited to 25 characters, so make every word count. Short, clear messages are more impactful and easier for users to read quickly.
    • Example: Instead of “Free Shipping on All Orders,” use “Free Shipping.”
  2. Relevance and Specificity
    • Ensure that your callouts are relevant to the ad group or campaign they are associated with. Specific callouts are more likely to catch the attention of potential customers.
    • Example: For a campaign promoting summer apparel, use callouts like “Summer Sale” and “Lightweight Fabrics.”
  3. Alignment with Ad Copy and Landing Pages
    • Your callouts should complement the main ad copy and align with the content on the landing page. This consistency helps maintain a cohesive message and improves the user experience.
    • Example: If your ad copy mentions a “30-Day Free Trial,” include a callout such as “No Credit Card Required” and ensure the landing page highlights the same offer.
  4. Using a Mix of General and Specific Callouts
    • At the account level, use general callouts that apply to all campaigns, such as “Free Shipping” or “24/7 Support.” At the campaign or ad group level, use more specific callouts that highlight particular features or offers relevant to those ads.
    • Example: For a tech product campaign, use “Free Tech Support” at the account level and “Next-Day Delivery” at the campaign level.

Examples of Effective Callout Assets

B2B Examples

  • “24/7 Customer Support”
  • “Schedule a Free Demo”
  • “Custom Solutions Available”
  • “10+ Years of Experience”
  • “Bulk Order Discounts”
  • “Dedicated Account Manager”

These examples highlight specific benefits that can appeal to business clients, emphasizing reliability, support, and experience.

B2C Examples

  • “Free Shipping Over $50”
  • “Easy Returns”
  • “20% Off Sale”
  • “Price Matching Guarantee”
  • “New Arrivals”
  • “Customer Reviews”

These callouts focus on offers and conveniences that attract individual consumers, such as discounts, free shipping, and hassle-free returns.

SaaS Examples

  • “Free 14-Day Trial”
  • “No Credit Card Required”
  • “Access From Any Device”
  • “Automated Backups”
  • “24/7 Technical Support”
  • “Integrates with XYZ Software”

For SaaS businesses, these callouts emphasize trial offers, ease of use, and technical support, which are crucial selling points for software services.

Optimization and Testing

  1. Performance Monitoring
    • Regularly monitor the performance of your callout assets using key metrics such as CTR, conversion rate, and cost per conversion. This data can help you understand which callouts are most effective and make informed decisions about which to keep or modify.
    • Example: If a callout like “Free Shipping” has a high CTR but a low conversion rate, it may indicate that the landing page needs to better reflect this offer.
  2. A/B Testing
    • Conduct A/B testing with multiple callouts to identify the most effective messages. Rotate different callouts and analyze their performance over time. Prioritize the callouts that generate the best results.
    • Example: Test “Free Shipping” against “Discounted Shipping” to see which callout drives more conversions.
  3. Iterating Based on Performance Data
    • Continuously refine your callouts based on performance data. Remove underperforming callouts and replace them with new ones that may resonate better with your audience.
    • Example: If “New Arrivals” outperforms “Exclusive Offers,” consider focusing more on new product announcements in your callouts.

Advanced Tips

  1. Aligning with Campaign Goals
    • Tailor your callouts to match the specific goals of your campaigns, whether it’s driving sales, increasing sign-ups, or promoting special offers.
    • Example: For a lead generation campaign, use callouts like “Free Consultation” or “Request a Quote.”
  2. Seasonal and Promotional Updates
    • Regularly update your callouts to reflect seasonal promotions, holidays, or special events. This keeps your ads relevant and timely.
    • Example: Use “Holiday Sale” during the holiday season and “Back to School” during late summer.
  3. Compliance and Guidelines
    • Adhere to Google’s guidelines for callout assets, which include avoiding excessive punctuation and ensuring accuracy in your claims. This helps maintain ad quality and prevents disapproval.
    • Example: Avoid using symbols like “!!!” or making unverifiable claims like “Best in the World.”


Maximizing the impact of Google Ads callout assets requires a strategic approach that includes careful setup, continuous optimization, and adherence to best practices.

By creating concise, relevant, and compelling callout assets, advertisers can enhance their ad campaigns and achieve better engagement and conversion rates.

Regular performance monitoring and A/B testing enable ongoing improvements, ensuring that callout assets remain effective over time.

If you liked this post, be sure to check out our Maximize Conversions vs Maximize Conversion Value comparison!

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.