Google Ads assets, previously called ad extensions, can be managed with AI when your assistant has a write-capable Google Ads connection. The safest workflow is to inventory what already exists, choose the correct account, campaign, or ad-group level, create only the missing asset, review it, and then link it.
With HireOtto, that workflow currently covers sitelinks, callouts, structured snippets, call assets, and price assets.
The short answer
Do not begin by asking AI to “add extensions everywhere.” Start with an asset inventory. Existing assets are reusable, and a more specific association can override a broader one of the same type. A useful workflow is:
List supported assets and every active account, campaign, and ad-group association.
Decide which message belongs globally and which belongs to a specific campaign or ad group.
Reuse a suitable asset; create a new one only when the message or destination is genuinely different.
Review the asset itself and the level where it will be attached.
Link it, confirm the association, then evaluate performance after it has had time to serve.
The distinction between an asset and its association is the key. Think of the asset as a reusable card in your library. Linking decides where that card is eligible to appear.
Which Google Ads asset should you use?
Sitelink assets: send people to a specific page
Use sitelinks for meaningful alternative paths such as Pricing, Book a Demo, Product A, Case Studies. They are clickable and need a relevant final URL.
A sitelink should move the searcher closer to the same intent as the ad – not send them on a sightseeing tour of your homepage.
Callout assets: add short, non-clickable proof points
Use callouts for benefits or attributes such as “Free setup,” “No long-term contract,” or “24/7 support.” Callouts are not links. Google limits callout text to 25 characters in most languages, so clarity beats cleverness.
Structured snippet assets: show a categorized list
Use structured snippets when the information naturally fits a Google-approved header and several values. Examples include Types, Brands, Destinations, Amenities, or Service catalog. The values are not clickable. The header and values must genuinely match; “Services: Fast, Friendly, Affordable” is a callout wearing a fake moustache.
Call assets: make the phone action visible
Use a call asset when a phone conversation is a real conversion path. Add the correct country code and phone number, schedule it for staffed hours, and connect the right call conversion action when you measure calls.
Price assets: show offers and prices before the click
Use price assets when users benefit from seeing structured offerings, qualifiers, units, currencies, and destination URLs. The landing page should match the displayed offer and price.
What this HireOtto workflow does not cover
HireOtto’s current extension-asset workflow supports the five types above. Google Ads also has location, promotion, app, lead-form, image, business-information, and other asset types; do not assume those can be created or managed through this workflow. Hit me up at [email protected] if you’d like support extended for any of these assets.
The current workflow also does not edit an existing asset’s content in place. When copy, a phone number, or an offer changes, create and review a replacement asset, link it where needed, then unlink the old association.
Choose the right level before you create anything
Supported assets can be associated at account, campaign, or ad-group level. The right level is the broadest level where the asset remains accurate.
Account level: claims or links that genuinely apply across the account.
Campaign level: information shared by every ad group in one campaign.
Ad-group level: a destination or message that only fits a narrow theme.
For callouts, structured snippets, and call assets, Google explains that the more specific level takes precedence. One ad-group-level association can stop broader assets of the same type from serving in that ad group. Specificity is useful, but a single stray asset can also create a coverage gap.
A practical hierarchy test
Would this still be true for every campaign? If yes, consider account level.
Would this still be true for every ad group in this campaign? If yes, consider campaign level.
Does it only match this product, audience, location, or landing page? Use ad-group level.
Could a narrower association suppress a useful broader set? Audit that asset type before linking.
Step 1: Inventory the existing asset library
Start by listing assets with their active associations. This avoids duplicate sitelinks, contradictory callouts, orphaned price cards, and the classic mystery of an asset that exists but is attached nowhere.
List all supported Google Ads assets in account [CUSTOMER_ID]: sitelinks, callouts, structured snippets, call assets, and price assets.
For each asset, include its name, type, details, source, asset resource name, and every active account-, campaign-, or ad-group-level association.
Group the results into:
1. Reusable and correctly linked
2. Reusable but linked at the wrong level
3. Duplicate or contradictory
4. Unlinked
5. Missing for high-spend campaigns
Do not create, link, or remove anything.The asset resource name identifies the reusable asset. The association has its own link resource name. Keep both: you use the first to link and the second to unlink.
Step 2: Build a coverage plan
Before writing copy, map each campaign’s search intent to the action or information the asset should provide.
Using the asset inventory and campaign structure in account [CUSTOMER_ID], create a Google Ads asset coverage plan.
For every active Search campaign, recommend:
- four or more relevant sitelinks
- four or more truthful callouts
- structured snippets only where a valid header and at least four useful values exist
- a call asset only where calls are staffed and measured
- a price asset only where displayed prices and landing pages match
For each recommendation, specify account, campaign, or ad-group level and explain why. Prefer reusing an existing asset. Do not make changes.Google recommends at least four sitelinks and four callouts to improve the chance that they appear. Treat that as a coverage starting point, not a reason to invent filler.
Step 3: Review copy and destinations
AI is good at producing options. It is less good at knowing which claim legal approved, whether support is actually available 24/7, or whether the pricing page still says $49.
Review every proposed asset for
Relevance to the campaign or ad-group intent.
Truthfulness and policy compliance.
Current landing-page content and working URLs.
Character limits and approved structured-snippet headers.
Tracking templates, suffixes, and custom parameters where applicable.
Dates and schedules for time-sensitive sitelinks, callouts, and call assets.
Call staffing, forwarding, and conversion measurement.
Currency, unit, qualifier, and offer consistency for price assets.
For sitelinks, descriptions should add useful context rather than restate the link text. For callouts, use distinct benefits. For structured snippets, provide members of one category—not a second set of slogans.
Step 4: Create the asset, but keep creation separate from linking
Creating an asset adds it to the reusable library. It does not decide where the asset should serve. HireOtto intentionally keeps creation and linking separate, so you can inspect the result before associating it.
Create one sitelink asset in Google Ads account [CUSTOMER_ID], but do not link it.
Name: Pricing — [PRODUCT]
Link text: View Pricing
Description 1: Compare plans
Description 2: Choose the right fit
Final URL: [PRICING_URL]
Final URL suffix: utm_content=pricing_sitelink
Return the new asset resource name and the complete asset details for review.The same review-first pattern works for callouts, structured snippets, call assets, and price assets. Create one coherent asset, inspect the result, then decide where to attach it.
Step 5: Link or reuse the approved asset
If an approved asset already exists, reuse it instead of uploading a duplicate. The same underlying asset can have multiple associations.
Link the approved sitelink asset [ASSET_RESOURCE_NAME] to campaign [CAMPAIGN_ID] in account [CUSTOMER_ID].
Before linking, confirm that the asset type is SITELINK, show its text and final URL, and list any existing associations.
After linking, return the new campaign-level association resource name. Make no other changes.For a more specific message, link at ad-group level. For a business-wide claim, use account level. Do not choose the level merely because it is convenient.
Step 6: Unlink safely
When an asset should stop serving in one place, remove the association—not the reusable asset. This preserves the asset for other campaigns and ad groups.
Unlink association [LINK_RESOURCE_NAME] from [ACCOUNT / CAMPAIGN / AD GROUP] in Google Ads account [CUSTOMER_ID].
Before acting, show the underlying asset, its type, the exact level and entity, and all other active associations.
Remove only the specified association. Confirm that the underlying asset remains reusable.Google Ads may continue to display the old association under a Removed filter. That is expected and does not mean it is still eligible to serve.
Step 7: Report on performance without misreading the data
HireOtto can report supported asset performance at account, campaign, and ad-group level, including impressions, clicks, CTR, cost, conversions, and cost per conversion.
Show campaign-level performance for sitelink, callout, structured snippet, call, and price assets in account [CUSTOMER_ID] for the last 30 days.
Include campaign, asset name, asset type, association status, impressions, clicks, CTR, cost, conversions, and cost per conversion.
Sort by impressions, flag active associations with no delivery, and export the complete result to CSV.
Separate observations from recommendations. Do not make changes.Two reporting traps to avoid
No rows or zero metrics do not prove the asset is unlinked. Fresh associations may not have served yet; confirm attachment through the inventory.
An impression or click can occur while the asset appears with the ad, but performance should be interpreted alongside campaign intent and conversion quality – not as an isolated copy contest.
Use performance data to find coverage gaps, dead associations, weak destinations, and messages worth testing. Do not delete a useful account-level asset because one campaign had a quiet week.
A complete review-first prompt
Audit and improve Google Ads assets for account [CUSTOMER_ID].
Phase 1 — Inventory
List sitelinks, callouts, structured snippets, call assets, and price assets with details, source, asset resource names, and active associations at account, campaign, and ad-group level.
Phase 2 — Coverage
For active Search campaigns, identify missing coverage, duplicates, contradictions, irrelevant landing pages, narrow-level associations suppressing broader coverage, and unlinked assets.
Phase 3 — Recommendations
Recommend the smallest useful set of creates, reuses, links, and unlinks. For each, show the asset content, destination, hierarchy level, reason, risk, and affected campaigns or ad groups.
Phase 4 — Approval
Stop and wait. Do not create, link, or unlink anything until I approve individual actions.Common mistakes
Creating duplicates before checking the library
Duplicate assets make reporting and maintenance harder. Inventory first and reuse when the underlying message or destination is identical.
Linking everything at account level
Broad coverage is efficient only when the asset remains true everywhere. A pricing sitelink for one product should not follow an unrelated campaign around the account.
Adding one narrow asset and suppressing the broader set
More specific associations can take precedence. Review the complete eligible set before attaching at campaign or ad-group level.
Using the wrong asset type
A sitelink navigates. A callout makes a short claim. A structured snippet lists items within a category. Choosing the wrong format makes the ad less useful and can create policy issues.
Treating attachment as delivery
An attached asset is eligible, not guaranteed to show. Confirm associations through listing; use reports only after the asset has had a fair chance to serve.
Unlinking without checking reuse
One asset may support several campaigns. Always list every active association before removing one.
Where HireOtto fits
HireOtto is a remote Google Ads MCP server that lets compatible AI assistants inspect and manage Google Ads through conversation. For assets, it can list the supported library, create reusable assets, link them at account, campaign, or ad-group level, reuse them, unlink an association without deleting the asset, and report on performance.
The useful part is not generating dozens of generic callouts. It is making the account’s asset hierarchy visible and turning an approved plan into precise changes without hunting through the Google Ads interface.
Use the current product guide for exact prompts and fields: https://docs.hireotto.com/guides/extension-assets
New to Google Ads MCP? Check out the guide here: https://insights.hireotto.com/p/google-ads-mcp-complete-guide
Get started with HireOtto by adding it to your AI assistant: https://docs.hireotto.com/setup/connect-ai-tool
Frequently asked questions
Are Google Ads extensions and assets the same thing?
Mostly, yes. Google renamed ad extensions as assets. Searchers and practitioners still use both terms, so this guide uses “assets (extensions)” where helpful.
Can AI create and add sitelinks to Google Ads?
Yes, with a write-capable Google Ads connection. In HireOtto, creating the sitelink and linking it to an account, campaign, or ad group are separate steps, which allows review before attachment.
Can the same Google Ads asset be reused?
Yes. A supported asset can be linked in multiple eligible places without creating a duplicate underlying asset.
Does unlinking delete the asset?
No. Unlinking removes one account-, campaign-, or ad-group-level association. The underlying asset remains in the library and can still be used elsewhere.
Why is a linked asset showing zero performance?
It may be new, may not have been selected to serve, or may have insufficient delivery. Use the asset inventory to confirm attachment; use performance reporting after enough eligible traffic has accumulated.
Which asset types can HireOtto manage today?
The current extension-asset workflow supports sitelinks, callouts, structured snippets, call assets, and price assets. Other Google Ads asset categories are outside this workflow.
About Me
I’m Suyash – badminton junkie, ex‑GroupM ad‑ops grunt, first marketer at a B2B SaaS startup, and creator of Hiretto: Google Ads MCP Server.
My mission: think, so you can click less.
Let’s build leverage together.