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Why it matters
Snippets show the range of what you offer at a glance: the services, the brands you stock, the neighbourhoods you cover. They make the ad bigger and help people self-select.
Like other assets, they cost nothing extra per click.
Where to find it in Google Ads
- Open Campaigns, then Assets, and filter by type: Structured snippet.
- Pick a header from Google's list, such as Service catalog, Brands, Types or Neighbourhoods.
- Add at least three values, each short.
- Add them at account or campaign level.
An example
A plumber adds a Service catalog snippet: Leak repair, Boiler service, Drain unblocking, Bathroom fitting. People looking for drain unblocking see at once that it is offered.
Common mistakes
- Using a header that does not fit the values.
- Repeating callouts as snippet values.
- Adding only one snippet with three values.
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.
- Callout asset: A short line of text shown under a search ad, such as 'Free returns' or 'Open on Sundays'.
- Sitelink: An extra link under a search ad, to another page of your site, such as a category or contact page.