Although ad copy often gets the spotlight in digital marketing, Google Ads assets (formerly extensions) can have just as much impact on performance—especially for busy veterinary practices. These assets enhance visibility, add value to your messaging, and can significantly increase clicks from prospective pet owners.
In this article, we’ll explore the complete list of Google Ads assets available, provide veterinarian-specific applications, and give you ideas for how LifeLearn can help you leverage these tools to grow your practice.
What Are Google Ads Assets, and When Can You Use Them?
Google Ads assets are enhancements you can add to your search ads to make them more engaging, informative, and actionable. For veterinary practices, this means making ads that better highlight services, special offers, or key differentiators like after-hours care or feline-only services.
Assets can appear in multiple formats at once, giving your ad more real estate on the search engine results page (SERP). Assets can be applied at three levels:
- Account level (broadest reach)
- Campaign level (focused by service category)
- Ad group level (hyper-targeted messaging)
If your practice offers distinct services (e.g., boarding, surgery, telemedicine), campaign-level assets help tailor your message. For single-service practices or consistent messaging, account-level assets may be enough.
Every Google Ads Asset Available for Veterinarians
Let’s walk through each type of Google Ads asset and how it can support your veterinary marketing strategy.
Business Name
This asset displays your official practice name. It must align with your Google Business Profile or your website. Since you’re limited to 25 characters, consider whether your full name or domain appears more cleanly.
For most veterinary practices, one consistent business name applied at the account level works best—especially if your website and Google Business Profile are already synchronized.
Business Logo
The logo asset adds a visual identifier to your ad. This must be a square, text-free image, which helps your ad stand out. Practices with strong branding (like those using WebDVM custom veterinary websites) should take advantage of this.
Only one logo can be used at the account level, but you can test versions (e.g., dark mode vs. light mode) to see which performs better.
Sitelinks
Sitelinks are clickable links that appear below your main ad and lead to different pages on your website. These are a must-have for veterinary practices.
Examples for sitelinks:
- About Our Team
- Request Appointment
- New Client Offers
- Emergency Services
- Reviews & Testimonials
You can include a headline (25 characters) and two description lines (35 characters each). These sitelinks help guide pet owners directly to what they need.
Callouts
Callouts are brief text snippets (25 characters or less) that highlight your unique benefits.
Effective veterinary callouts might include:
- Fear-Free Certified
- Open Weekends
- 24/7 Emergency Care
- Online Appointment Booking
Callouts can be added at all account levels and provide easy ways to emphasize why pet owners should choose your practice.
Structured Snippets
Structured snippets pair a header (e.g., “Services”) with a short list of related offerings. These are excellent for showcasing breadth of care.
Examples for veterinary use:
- Services: Dentistry, Surgery, Wellness Exams, Microchipping
- Brands: Hill’s, Royal Canin, Purina
- Insurance Coverage: Trupanion, Nationwide
You can add up to 10 values per snippet, and they can be applied at any account level.
Image Assets
Image assets allow you to include photos in your ads. This is particularly compelling for practices—pet owners love visuals of happy, healthy animals.
What works:
- Smiling clients with their pets
- Practice exterior/interior
- Staff in action with patients
- Photos from your website or WebDVM gallery
Avoid overly edited or blurry images. No text overlays allowed.
Headlines & Descriptions
These assets allow you to add more headline or description options to your existing Responsive Search Ads (RSAs).
Use cases:
- Promote seasonal offers (e.g., “Fall Flea & Tick Special”)
- Highlight urgent care access
- Test new value propositions (e.g., “Same-Day Appointments”)
You can also schedule these to run only during specific promotional windows, making it easier to update messaging without rewriting entire ads.
Call Assets
Call assets are ideal if your veterinary practice wants to drive more phone appointments or inquiries. Instead of manually listing your number in ad copy (which can get flagged), Google lets you add it directly through this asset.
Mobile users can tap to call directly, while desktop users can see the number or scan a QR code to dial from their phones. This ensures you’re not missing pet owners who prefer speaking to someone for urgent questions or appointment booking.
You can assign different phone numbers at the account, campaign, or ad group level. For example, you might have a unique line for grooming vs. emergency care. You can also use Google forwarding numbers to track calls as conversions—a great tool for monitoring ROI.
Lead Form Assets
Lead forms simplify the appointment request process. Instead of directing users to your website, they can submit a form directly within the ad.
This asset allows you to:
- Collect client details
- Schedule consultations
- Offer free downloads (like a new pet guide)
Information is pre-filled when possible using a user’s Google profile. Forms can be customized and connected to your CRM for automatic follow-up. This is especially helpful if you’re running Performance Max or YouTube campaigns.
Use lead forms to:
- Capture first-party data
- Shorten the conversion path
- Increase new client acquisition
Message Assets
If your practice is set up with WhatsApp for Business, message assets enable potential clients to initiate a chat conversation directly from your ad.
You can:
- Set a greeting message (e.g., “Hi! How can we help your pet today?”)
- Choose your call-to-action (e.g., “Send Us a Message”)
- Add a short description
This is especially helpful for mobile-first audiences and for practices that offer quick responses to FAQs like pricing or hours.
Location Assets
Location assets display your practice’s physical address directly in your ads. This information is synced with your Google Business Profile, helping clients find your practice with ease.
For practices with multiple locations or satellite clinics, this asset ensures the nearest location appears in the ad. You can also link to affiliate locations (e.g., partner pharmacies).
Ensure your Google Business Profile is updated and that location extensions are linked in your ad account for best results.
Price Assets
Price assets showcase your services and associated costs in a visual list. Each item includes a headline, price, short description, and link to a specific page.
Examples for veterinary use:
- Wellness Exam: $65
- Spay/Neuter Packages: From $125
- Dental Cleaning: Starting at $199
These assets not only add transparency but also drive traffic to relevant landing pages.
Promotion Assets
Running a limited-time offer on flea and tick prevention or a new client discount? Promotion assets let you highlight this in your ad without rewriting your Responsive Search Ads.
You can:
- Choose from preset occasions (e.g., Spring Sale, Black Friday)
- Customize the discount type (e.g., 20% off, $50 off, etc.)
- Set start/end dates for automated scheduling
This makes it easy to align your ads with your practice’s seasonal marketing plan.
App Assets
If your veterinary practice offers an app for booking appointments or tracking pet records, app assets can drive downloads straight from your search ads.
Users on Android or iOS will be taken to the correct app store. You can even customize the CTA to say “Download App” or “Track Pet Records.”
This is particularly useful for practices using platforms like AllyDVM that include client engagement tools.
Automatically Created Assets
Google can also auto-generate assets using information from your website, ads, and account settings. These might include callouts, sitelinks, and more.
You can see which assets are auto-generated in the asset manager by checking the “Source” column. If you’d prefer to control the messaging yourself (which we recommend), you can opt out in account settings.
Auto-assets to consider keeping:
- Seller ratings (if you have positive reviews)
- Automated locations (if properly synced with your Business Profile)
- Longer headlines (for better SERP visibility)
But for assets like callouts or sitelinks, it’s often better to write them manually for accuracy and brand alignment.
How to Review Asset Performance in Google Ads
After your assets have been running for a while, check performance under the “Assets” tab. But remember: metrics shown (like CTR and conversions) reflect the entire ad unit when that asset was displayed—not the asset alone.
To evaluate an asset more precisely:
- Use the “Segment” dropdown to filter by click type
- Compare performance by asset type (not mixed types)
- Monitor asset impressions and engagement
Use this data to pause underperformers, create new variants, and test messages based on actual user behavior.
Make Every Click Count: Enhance Your Veterinary Ads with the Right Assets
Google Ads assets offer a powerful way to expand your visibility, differentiate your services, and improve the effectiveness of your search campaigns. From structured snippets to lead forms, every asset provides a unique opportunity to connect with pet owners and drive more appointments for your practice.
Key Takeaways for Veterinary Practices:
- Google Ads assets increase ad visibility and improve click-through rates.
- Different asset types help highlight your practice’s unique services and seasonal offers.
- Reviewing asset performance helps you optimize what matters most—new client acquisition and return on ad spend.
At LifeLearn Animal Health, we make it easy for veterinary practices to manage Google Ads more effectively. From expert campaign setup to custom WebDVM website integrations, our solutions help you reach the right pet owners at the right time.
Want to see how optimized ad assets can help you grow?
Book a free consultation with LifeLearn’s digital marketing team today.
