When a prospect searches on a smartphone in Singapore, the #1 Google Search ad can either look like a tiny three-line text link—or command almost the entire top half of the screen with clickable Sitelinks, a verified Singapore address pin, structured service callouts, and an office-hours Call button. That difference comes down to Google Ads Assets (formerly Ad Extensions), which also directly boost Expected Click-Through Rate inside Google’s Ad Rank formula.
As part of your Google Ads account audit, run these eight checks across your campaign and account-level assets.
1. Schedule Call Assets strictly to your live Singapore reception / sales hours
Why it matters: Leaving your Call Asset active 24/7 means a prospect clicking your phone number at 10:45 PM gets an unanswered ringout—and you still pay S$15+ for the click while the caller immediately dials the next competitor on the list.
What to configure: Set an explicit ad schedule on your Call Asset (e.g., Monday–Friday 9:00 AM – 6:30 PM SGT) so after-hours searchers are routed to your 24/7 website enquiry form or WhatsApp capture instead.
2. Link your verified Google Business Profile (Location Asset) to show MRT/Mall distance
Why it matters: For clinics, showrooms, F&B venues, and corporate offices (like our own Paya Lebar Square HQ), displaying “Paya Lebar Rd • 1.2 km away • Open today” beneath your search ad builds instant local legitimacy and unlocks Local Search Ads inside Google Maps.
What to configure: Link your verified Google Business Profile inside Google Ads Assets and filter by specific branch location per campaign if you run multiple outlets.
3. Build 4–6 campaign-specific Sitelinks with both two-line descriptions populated
Why it matters: Sitelinks without description lines—or generic account-level Sitelinks pointing to “Privacy Policy” and “Blog”—waste prime mobile screen real estate.
What to configure: Create campaign-specific Sitelinks that answer the buyer’s top four evaluation tabs: (1) Packages & Pricing, (2) Our Solutions & Process, (3) Why W Creates Digital, and (4) Book a Consultation—always filling both 35-character description lines.
4. Use Callout Assets for concrete commercial proof (not generic adjectives)
Why it matters: Callouts like “Best Quality”, “Great Service”, and “Friendly Team” add zero decision-making information because every advertiser claims them.
What to configure: Use crisp, verifiable 25-character facts: No 12-Month Lock-In, In-House SG Engineering, GST-Free Service Fees, Full Source-Code Handover, 48-Hr Audit Turnaround.
5. Add Structured Snippets (Services:, Types:, or Models:) matched to the ad group
Why it matters: Structured Snippets pre-qualify clicks by showing the exact sub-services you cover before the user taps your ad—saving you money on irrelevant clicks.
What to configure: On a custom software campaign, list Services: Custom ERP, B2B Portals, Inventory Systems, HR & Rostering, API Integration.
6. Upload verified Image Assets (1:1 and 1.91:1) featuring real product/system visuals
Why it matters: Google Search ads on mobile now display a square thumbnail image right beside your headline. Accounts without manually uploaded Image Assets either look bare or have Google auto-scrape a random footer icon from their site.
What to configure: Upload 3–4 clean, high-contrast square (1200x1200) and landscape (1200x628) visuals showing your product, studio, or system UI (with zero overlaid text per Google’s Image Asset policy)—and disable “Dynamic Auto-Generated Images” if they pull irrelevant graphics.
7. Wire Google Lead Form Assets to a live CRM webhook (or disable them)
Why it matters: Just like Meta Instant Forms, turning on a Google Lead Form Asset without configuring a real-time webhook leaves submitted leads sitting unnoticed inside a Google Ads CSV download menu for weeks.
What to configure: Either wire the Google Lead Form Asset webhook directly into LeadPlus with instant staff notifications, or turn the asset off and route clicks to your high-converting landing page.
8. Audit and disable “Account-Level Automated Assets” that rewrite your copy poorly
Why it matters: By default, Google Ads enables several automated asset settings (Automatically created assets, Dynamic sitelinks, Seller ratings) that can occasionally link to outdated blog posts or generate awkward headline combinations.
What to configure: Review Assets > More > Account-level automated assets and turn off any automated asset where your manually crafted, compliance-checked assets perform better.
Google Ads Asset (Extension) Audit Scorecard
Verify that every active Search campaign in your account passes these eight asset checks:
| Asset Type | Recommended Count | Critical Configuration Check | Commercial Impact |
|---|---|---|---|
| Sitelink Assets | 4–6 per campaign | Both description lines filled; links to commercial pages | Expands mobile ad size & routes buyers to pricing/proof |
| Call Assets | 1 verified SG landline/mobile | Restricted strictly to staffed operating hours | Prevents paying for unanswered midnight phone clicks |
| Location Assets | Linked to verified GBP | Filtered to matching outlet for multi-branch campaigns | Shows distance pin & unlocks Google Maps ads |
| Callout & Snippet Assets | 6 Callouts + 2 Snippets | Concrete facts (pricing model, SLA, scope) — zero fluff | Pre-qualifies clicks & lifts Expected CTR |
| Image Assets | 4 Square (1:1) + 4 Landscape | Clean text-free product/UI/facility visuals | Wins visual attention on mobile SERPs |
Maximise your Google Search screen share and click quality
At W Creates Digital, our paid search team builds complete, high-CTR Google Ads asset architectures connected to fast landing pages and verified conversion tracking. Contact our Singapore team for a Google Ads audit.