ACCOUNT LEVEL AUTOMATED ASSETS GOOGLE ADS: COMPLETE GUIDE

Account level automated assets Google Ads are assets that Google creates and displays automatically below your ads, without requiring you to build them manually at campaign or ad group level. They are one of several layers of Google Ads automation that operate on top of your manual setup, and they are generated at the account level, which means they are eligible to serve across every campaign in the account unless you override them at a lower level or disable specific types. The system decides when to show them based on a single criterion: whether the asset is predicted to improve the performance of the ad it would appear with.

That prediction logic is where most of the practical complexity lives. The phrase "predicted to improve performance" sounds straightforward, but in account practice it means the system is running a per-auction assessment of whether each available automated asset raises the expected click probability enough to justify including it. When that prediction is well-calibrated, when the landing page content is clean, the business category is well-defined, and manual assets are already strong, account level automated assets Google Ads genuinely supplement performance. When those conditions are not met, the system can surface generic or low-relevance assets that dilute the ad's message. Understanding what each automated asset type does, where its data comes from, and when to trust or limit it is the operational core of working with this feature. As we explain in our guide on how automated assets work across the full ecosystem, the account-level layer is the broadest and least granular, useful as a baseline, but never a substitute for intentional asset management at lower levels.

What account level automated assets are, and what they are not

Account level automated assets Google Ads are not extensions you configure and submit for approval. They are generated by Google's systems from signals already present in your account and on your website: landing page content, existing ad copy, account-level properties, third-party review data, and Maps information if location assets are linked. You do not write them. You do not choose what they say. You can review them after they are generated, and you can remove individual instances or disable entire types, but the creative decisions sit with the algorithm, not with you.

This is a meaningful distinction from manual assets. When you create a sitelink or callout manually at campaign level, you control the copy, the destination, and the scheduling. When Google generates a dynamic callout from your landing page, you get an asset whose text is derived from whatever the system found credible on that page. The asset may be accurate and useful. It may also surface a claim that is technically present on the page but no longer current, or a phrase that reads well in isolation but is not the message you would choose for that campaign. Both outcomes are genuinely possible, which is why reviewing what automated assets are actually showing, rather than assuming they are either always good or always problematic, is the correct operating posture. According to Google's official documentation on account level automated assets, these assets are compatible with campaigns and ad groups that also use manual assets, they are not a replacement for your manual asset library but an additional layer that runs alongside it.

How automated assets relate to Ad Rank

Like all assets in Google Ads, account level automated assets contribute to the expected impact component of Ad Rank. An ad that qualifies for additional assets, and whose assets are predicted to be relevant, has a higher expected impact score than the same ad with no assets, which translates to better auction performance at equivalent bids. The key qualifier is "predicted to be relevant." An automated asset that surfaces a generic or off-message claim does not automatically contribute positive expected impact; the system assesses each asset against the specific query and ad context in each auction. This means account level automated assets are not uniformly additive. Their net effect on Ad Rank depends on how well the underlying content that generates them matches what the system is trying to achieve in each individual impression.

Google Ads account level automated assets types: a complete breakdown

Understanding every one of the Google Ads account level automated assets types is essential before deciding how actively to manage them. Each type has a different data source, a different display format, and different conditions under which it is likely to help or create noise. Below is a complete breakdown of each type based on both official documentation and account experience.

Dynamic sitelinks

Dynamic sitelinks are automatically generated links that appear beneath your ad and direct users to specific pages on your website. Google generates them by crawling your site and identifying pages it predicts are relevant to the query that triggered the ad. The link text and destination are both chosen by the algorithm, you do not write either. In accounts where the site architecture is clear and landing pages are well-structured, dynamic sitelinks can surface relevant destinations you might not have manually created sitelinks for. In accounts with complex or large sites, they can surface irrelevant deep pages that have no relationship to what the ad is about. From experience managing accounts across multiple verticals, dynamic sitelinks tend to be more accurate on tightly scoped campaigns than on broad or mixed-intent campaigns where the page-to-query relevance is harder for the system to predict correctly. They supplement manual sitelinks rather than replacing them, when manual sitelinks at campaign or ad group level are present and relevant, they will typically outcompete dynamic sitelinks in the auction.

Dynamic callouts

Dynamic callouts are short text phrases generated from your landing page content that appear alongside your ad to highlight specific product or service attributes. If your landing page mentions "25 years of experience," "free returns," or "certified technicians," the system may extract those phrases and display them as callout text beneath the ad. The mechanism is extractive: the system reads your landing page, identifies claims it considers credible and useful, and surfaces them as assets. The practical implication is that the quality of your dynamic callouts is a direct function of the quality of your landing page copy. Pages with specific, factual claims about product attributes or service guarantees tend to generate more accurate dynamic callouts than pages with vague benefit statements or heavy marketing language. Dynamic callouts are one of the Google Ads account level automated assets types where manual intervention to improve the underlying page copy, rather than editing the assets themselves, is the highest-leverage action available.

Seller ratings

Seller ratings display a star rating and review count alongside your ad, aggregated from Google Customer Reviews, Google-verified third-party review sites, and Google Shopping reviews. They are one of the most consistently valuable automated asset types across accounts, because they draw from external data sources rather than your own landing page, and the signal they communicate, social proof from verified reviewers, is genuinely persuasive at the moment of search. Seller ratings only show when Google has gathered enough reviews that meet quality thresholds: typically a minimum number of reviews with a high enough average score. The threshold requirements mean this type is not available to all advertisers by default. From account experience, campaigns that display seller ratings consistently see higher click-through rates at equivalent positions than campaigns without them, particularly in high-consideration or competitive categories where trust signals matter early in the decision process.

Automated location assets

Automated location assets display your business address, distance, directions, or phone number alongside your ad by pulling from your Google Business Profile or from location information Google has matched to your account properties. If you have linked your Business Profile to your Google Ads account and your location assets are configured at campaign level, automated location assets function as a fallback or supplement. If no manual location assets exist, Google may automatically match your business to known Maps data based on your domain, landing pages, and account properties. This matching is generally accurate for businesses with a clear, consistent online presence but can misattribute or surface incorrect location data for businesses with multiple locations, recent moves, or naming inconsistencies across platforms. Reviewing automated location data, rather than assuming it is correct, is the right approach, especially for multi-location accounts.

Dynamic image assets

Dynamic image assets are one of the more recent additions to the Google Ads account level automated assets types list. Google extracts images directly from your ad's landing page and displays them alongside your Search ad when predicted to improve performance. The images go through automated and manual quality checks before serving. This type requires opt-in at the account level, it is not on by default, and it is restricted from sensitive verticals such as gambling or sexual content. From a practical standpoint, dynamic image assets add visual salience to Search ads in a channel that has historically been entirely text-based. The primary limitation is that you have no direct control over which images are selected beyond the quality of your own landing page visuals. Pages with high-resolution, content-relevant images generate better dynamic image assets than pages using stock photography or images that are graphically complex but conceptually vague. According to Google's documentation on dynamic image assets, you can review and remove specific images that have been extracted and served, giving you post-hoc control even if you cannot pre-select which images the system pulls.

Site visits assets

Site visits is an automated asset that displays the number of times your website has been visited, a non-clickable social proof signal shown directly within the ad. It surfaces when Google predicts the visitor count provides meaningful trust information for that specific query context. From account observation, this asset type tends to appear more consistently for accounts with significant traffic volume; for smaller accounts or newer domains, it may not trigger at all because the number is not large enough to be persuasive. It is also worth noting that because this is a non-clickable display element, it contributes to brand credibility in the impression but generates no direct interaction data of its own.

Automated call assets

Automated call assets add a phone number to your ad, generated from your website or account properties, when a call is predicted to be a likely conversion action for the query. Clicks on automated call buttons are charged at the standard CPC rate. From a control perspective, this is one of the types where advertisers with specific call routing requirements, particular numbers tied to tracking systems, geographic routing, or compliance-sensitive industries, should verify whether the automatically surfaced number is the correct one before leaving this type enabled. If the number is incorrect or routes to a non-optimized destination, the clicks charged carry a cost without the expected conversion benefit.

How account level automated assets interact with manual assets

The interaction between account level automated assets Google Ads and manual assets follows the same hierarchy logic that governs all asset levels in Google Ads: the most specific level wins. Manual assets at ad group level override campaign-level assets, campaign-level assets override account-level assets, and account-level automated assets operate as the broadest fallback layer. This means that in any ad group where you have created specific manual assets at campaign or ad group level, those manual assets take precedence in the auction, and automated assets either supplement them or step aside entirely depending on what the system predicts will perform best for that impression.

In practice, this hierarchy has a useful implication: you can use account level automated assets as a genuine safety net across the account while building out manual assets progressively at lower levels. Campaigns that are fully built out with manual assets at campaign level benefit from those manual assets in every auction. Campaigns that are newer, smaller, or not yet fully built out can still serve with automated assets providing some coverage rather than showing bare ads. The risk of this approach is that the coverage provided by automated assets is only as good as the underlying content they are generated from, which circles back to landing page quality as the primary lever available to the advertiser. If you need to selectively disable automated assets on specific campaigns, for brand safety, messaging control, or compliance reasons, you can override the account-level setting at campaign level without affecting the rest of the account. As we explain in our guide on how to turn off automated extensions, the override can be set per campaign without touching the account-wide configuration.

The cost model in detail

There is no additional fee for automated assets appearing with your ads. The cost model works as follows: you pay for clicks on your main ad headline as usual; you also pay for certain interactions that specific automated asset types generate, such as a click on an automated call button. Seller ratings are the most notable exception, clicks on the rating display itself carry no charge, though the ad headline click remains billable. Google caps the total charge at two clicks per impression across the ad and all its assets combined, regardless of how many assets appear. This cap is worth knowing because it means automated assets cannot generate unbounded additional cost per impression, the maximum charge per impression is fixed regardless of how many assets show alongside the ad.

How to access and manage account level automated assets in Google Ads

Finding account level automated assets Google Ads in the current interface requires a few non-obvious navigation steps. The path has shifted since the 2022 rebrand from extensions to assets, and the automated asset settings are nested deeper than many advertisers initially expect. Here is the exact navigation sequence using the current interface.

Viewing what automated assets are active

In your Google Ads account, go to the Campaigns icon in the left navigation. Select Assets from the section menu, then select Assets again from the expanded view. In the Associations tab, which is the default view, open the three-dot menu at the top right of the table. Select Account level automated assets. This view shows which automated asset types are currently active in your account and provides access to performance data for each type. The performance data shown here reflects impressions and clicks that occurred when the automated asset appeared with the ad, it is asset-level attribution, not campaign-level. Looking at this data before deciding whether to disable any type is important; turning off a type that is generating meaningful click contribution based on an assumption rather than evidence is a common and avoidable mistake.

Turning individual types on or off

From the Account level automated assets view, select the three-dot menu again and choose Advanced settings, then Account-level automated assets settings. Here you can enable or disable each specific automated asset type independently. When you turn off a type, Google asks for a reason, this feedback is used by the system and does not affect the configuration itself. The setting applies at account level by default. To override it for a specific campaign, keeping a type active account-wide but disabling it for one campaign, or vice versa, navigate to that campaign's settings and find the campaign-level override for automated assets. If you are deciding whether to restrict account level automated assets across the account or at campaign level, the campaign-level override is usually the more surgical option, particularly for accounts where different campaigns have different messaging requirements or compliance constraints. Our full walkthrough on automated targeting settings covers how the campaign-level override integrates with broader automation controls.

What the account level automated assets report tells you

The automated assets report, accessible from the Assets section, shows performance broken down by asset type. The Clicks column counts clicks on your ad headline when a specific automated asset appeared with it, not clicks on the automated asset itself in all cases. This reporting distinction matters for interpretation: a high click count on the seller ratings row does not mean users clicked the rating stars; it means the ad headline was clicked on impressions where seller ratings were displayed. This is still useful data, it tells you whether the ad performs better or worse when a given asset type is visible, but it is not the same as direct interaction measurement. For types like automated call assets where the click is on the asset itself, the attribution is more direct. Checking this report periodically and comparing performance across types gives you the data needed to make informed decisions about which automated asset types are net-positive for your specific account and which ones may be neutral or worth restricting. For a complete picture of how automated assets fit into your broader campaign management, our guide on google ads automated assets covers the full asset ecosystem from manual to fully automated.