The extra lines that appear beneath a Google ad — additional links, a phone number, prices, location. Google now calls them assets.
Extensions are the closest thing to free money in paid search. They make the ad physically larger, which pushes competitors further down the screen, and they cost nothing extra until somebody clicks one.
They also feed Ad Rank. An account with thorough assets tends to hold a better position than an identical account without them, at the same bid.
This comes up most often in Google Ads Management. Search campaigns built around intent, with negative keywords, conversion tracking and landing pages that match the ad.
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