Search ad asset build: sitelinks, images, calls, promos

Sitelinks and image assets change what a search ad earns. Callouts and structured snippets mostly change how it looks. Separating those two groups is the first hour of this build, because most accounts we open have spent a year adding assets that fill the reporting screen and move nothing else. Assets that earn their place: Sitelinks with both description lines written to their thirty-five characters, pointed at pages answering a different question from the headline rather than four routes into the same category page. Image assets cropped by us at 1.91:1 and 1:1 from source files of at least 1200 pixels on the long edge, because automatic cropping centres on the wrong part of a product shot about as often as not, and in apparel that means a cropped face and a lost garment. Location assets, once Business Profile links are verified city by city, since multi-city profile data is where we most often find an Indian client's own address wrong. Call assets with call reporting enabled and a defined call length counted as a conversion, so phone demand enters bidding instead of sitting in a report nobody reconciles. Assets we switch off: Automatically created assets, at account level, on day one. Dynamic sitelinks pulled from your site, auto-generated callouts and Google's own text additions put copy in front of buyers that nobody in your organisation approved. In kids and family that is a real problem rather than a theoretical one. We turn them off, then write the human equivalent so you lose no surface area. If you would rather keep them, we implement to your instruction and record the decision in writing. Ad Grants accounts: Grants policy requires at least two sitelink assets per campaign and holds the account to a five percent account-level click-through rate, with suspension as the eventual consequence of missing it. Assets are one of the few levers that move that rate without narrowing the account into irrelevance. We build Grants asset sets against the policy text rather than against the habits of your paid account, and we keep the two apart. The build: Two weeks. Week one is an inventory of what exists, what is inherited from a higher level and what is fighting itself, delivered as one sheet with a keep, rewrite or remove column against every asset. Week two is the build in the live account, including promotion assets scheduled to occasion values where your sale calendar warrants it, Diwali and end of season being the two that matter most to our clients, with the discount type set to whichever reads honestly rather than whichever reads larger. Outside scope: Lead form assets. They produce volume and little else, and we have yet to see one survive contact with a sales team that measures qualification. Seller ratings work beyond telling you where you stand against the threshold, which is a hundred reviews in the last twelve months and a 3.5-star average, because the fix belongs to your reviews programme and not to your ad account. App assets and app campaigns entirely. Not for you if: You want every asset type present on every campaign as a completeness exercise. You expect an uplift figure quoted in advance, since asset changes and bidding changes land in the same auction and separating their effects honestly needs a period where only one of them moves. Or your account accepts auto-applied recommendations, in which case whatever we build will be edited later by a system neither of us controls, and you should spend the fee elsewhere.