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Why it matters
Callouts add facts the headlines have no room for. They make the ad taller and give people one more reason to choose you over the ad next to yours.
They are among the easiest improvements in an account: a few minutes to write, no extra cost per click, and they rarely hurt.
Where to find it in Google Ads
- Open Campaigns, then Assets, and filter by type: Callout.
- Add callouts at account level to cover every campaign, or at campaign level for specific ones.
- Keep each one short, up to 25 characters.
- Check how often each was shown in the asset report.
An example
An online bike shop adds Free delivery over €50, 30-day returns, Assembled by experts and Pay in 3. The ad now answers questions people would otherwise check on the site.
Common mistakes
- Writing vague claims like Great service instead of concrete facts.
- Repeating the headline in a callout.
- Adding fewer than four, which gives Google little to choose from.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Asset: A piece of an ad that Google can show: a headline, a description, an image, a video, a sitelink, a callout, a phone number or an address.
- Structured snippet: A line under a search ad listing values under a header, such as 'Brands: Bosch, Miele, Siemens'.
- Sitelink: An extra link under a search ad, to another page of your site, such as a category or contact page.