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Sitelink Assets vs Callout Assets

Today we have an interesting comparison: Sitelink assets vs Callout assets.

Sitelink Assets provide clickable links to specific pages, making them ideal for directing users to relevant sections of a website or highlighting multiple products or services.

Callout Assets, on the other hand, offer non-clickable snippets of text that highlight key features or benefits, providing users with important information that can influence their decision-making.

Let’s get right into it!

Google Ads sitelink Assets example

Sitelink Assets in Google Ads are additional links that appear below the main ad text. These links serve as pathways to specific pages on an advertiser’s website, helping users navigate directly to relevant content.

Sitelinks can be presented in a single row or as a two-column layout when displayed on desktop devices.


  • Direct Navigation:
    Sitelink Assets guide users to specific pages, enhancing navigation on a website.
  • Increased Visibility:
    Sitelink Assets make ads more noticeable, potentially boosting click-through rates.
  • Customizable Descriptions:
    Each sitelink can have a brief description, providing more context for users.

Examples for SaaS Business

  • Product Features:
    A SaaS company might use Sitelink Assets to highlight specific features like “Collaboration Tools” or “Automated Reporting.”
  • Pricing Plans:
    The company could direct users to different pricing tiers, such as “Basic Plan” or “Enterprise Plan.”
  • Support:
    Sitelink Assets can guide users to pages like “Help Center” or “Customer Support.”

What are Callout Assets?

Google Ads callout Assets example

Callout Assets in Google Ads are non-clickable snippets of text that can appear alongside an ad’s main headline or description. These short pieces of additional information highlight key details about a product or service, providing users with more context about the offerings being advertised.

Each callout can have a maximum of 25 characters, and several can be displayed within a single ad.


  • Highlight Key Selling Points:
    Callout Assets allow businesses to emphasize unique selling propositions, such as “No Long-term Contracts” or “24/7 Support.”
  • Boost Ad Appeal:
    They provide additional context, making ads more informative and attractive.
  • Flexible Placement:
    Callout Assets appear alongside or below the main ad, blending in seamlessly with the ad copy.

Examples for SaaS Business

  • Service Benefits:
    A SaaS business might use Callout Assets to highlight benefits like “Free Trial” or “Instant Setup.”
  • Key Features:
    Callouts can spotlight important features like “Unlimited Users” or “Secure Data Storage.”
  • Special Offers:
    The company can use Callout Assets to promote special offers, such as “20% Off First Month” or “Referral Discounts.”


Sitelink Assets and Callout Assets offer different functionalities to Google Ads.

Sitelink Assets provide clickable links that direct users to specific pages on the advertiser’s website. This allows advertisers to showcase multiple destinations within a single ad, giving potential customers more choices and guiding them to relevant sections of the website.

In contrast, Callout Assets offer non-clickable snippets of text that highlight specific features or benefits of a product or service.

These assets focus on providing additional context or information, but they do not directly lead users to other pages.


The key difference in clickability between the two types of assets is significant.

Sitelink Assets are clickable, serving as navigational aids that direct users to specific URLs. This can be particularly useful for larger websites or businesses offering multiple products or services, as it allows users to jump directly to the most relevant page.

Callout Assets, on the other hand, are not clickable.

They serve as informational add-ons to the main ad, providing important details but not encouraging immediate action beyond clicking on the main ad headline or description.


The purposes of Sitelink and Callout Assets also differ.

Sitelink Assets are designed to direct traffic to specific landing pages, helping advertisers funnel potential customers toward specific sections of their website. This can be useful for promoting specific products, services, or categories.

Callout Assets, in contrast, are used to highlight key selling points or features.

They provide additional information that can enhance the appeal of the ad but are not intended to guide users to specific pages.

Character Limits

Both assets have character limits, but they differ in size.

Sitelink Assets allow up to 25 characters for the link text and up to 35 characters for each of the two description lines, providing ample space for detailed information.

Callout Assets have a stricter character limit of 25 characters per callout, which means advertisers must be more concise when crafting their messages.


Placement in the ad also varies between the two assets.

Sitelink Assets typically appear below the main ad text and are displayed in either a single row or a two-column layout on desktop devices.

Callout Assets, on the other hand, appear alongside or below the ad text, often blending in seamlessly with the main ad copy.

Impact on CTR

Both assets can impact click-through rates (CTR), but they do so in different ways.

Sitelink Assets often lead to increased CTR by providing multiple relevant options for users to choose from, allowing them to navigate directly to their desired section of the website.

Callout Assets, while non-clickable, can improve CTR by highlighting important features or benefits, thereby enhancing the overall appeal and relevance of the ad.


In terms of customization, both types of assets offer flexibility but differ slightly in their setup.

Sitelink Assets can be set at the account, campaign, or ad group level, allowing advertisers to tailor the links to specific campaigns or groups of ads.

Callout Assets offer similar customization options but are typically used more broadly across campaigns or ad groups, as they often highlight general features or benefits applicable to multiple ads.

When to Use Each Asset

Sitelink Assets are particularly useful when advertisers want to direct users to specific landing pages or highlight different sections of their website.

This asset is ideal for businesses that offer multiple products or services, as it provides users with direct access to relevant categories or promotions.

For example, e-commerce retailers often use Sitelink Assets to showcase different product categories or seasonal sales, while service-oriented businesses can guide users toward pages like “Contact Us” or “Pricing.”

This asset is also beneficial for marketers who want to increase the visibility of key landing pages, especially during special promotions or events.

Situations Favoring Callout Assets

Callout Assets are best suited for highlighting key features or benefits that distinguish a business from its competitors.

This asset is ideal for conveying important information that may influence a user’s decision, such as “Free Returns,” “24/7 Support,” or “Family-Owned Business.”

Callout Assets work well for marketers who want to emphasize specific attributes or services but do not need to direct users to specific pages.

For example, a local restaurant might use Callout Assets to highlight “Outdoor Seating” or “Vegan Options,” providing potential customers with useful information that could sway their choice.

Combining Both for Maximum Impact

While Sitelink and Callout Assets each have their unique advantages, they can be effectively combined to maximize the impact of a Google Ads campaign.

By using both types of assets, advertisers can provide users with a wealth of information and options, increasing the likelihood of engagement.

For example, a travel agency might use Sitelink Assets to direct users to specific destinations or package deals, while simultaneously using Callout Assets to highlight benefits like “Price Match Guarantee” or “No Booking Fees.”

This combination allows advertisers to address different user needs and preferences within a single ad, leading to a more robust and appealing campaign.


When choosing between these assets, marketers should consider their specific goals and the type of information they want to convey.

If the objective is to direct users to specific landing pages or highlight different categories, Sitelink Assets are the better choice.

If the goal is to emphasize key selling points or provide additional context, Callout Assets are more suitable.

If you’re eager to learn more, we recommend our guide to Keyword Match Types vs Negative Match Types.

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.