Creative Formats & Assets

Callout Assets vs Location Assets

In short: Both add a line of supplementary detail under a search ad, but they pull that detail from completely different places. Callout assets are phrases you write yourself and they say the same thing to every searcher everywhere. Location assets are pulled live from a linked Business Profile and change with the searcher's position, surfacing the nearest branch, its distance, and a directions link. Callouts are a copywriting task; location assets are a data-plumbing task. Use callouts for benefits that don't depend on geography, and location assets the moment a physical visit is part of the conversion.

By the AdFlint research team · Fact-checked against current Google and Meta platform behavior · Last reviewed July 2026

Callout Assets

Short non-clickable phrases appended to a search ad that highlight selling points such as free shipping or same-day service.

Once called callout extensions, they add plain text beneath the description and cannot be clicked, so they exist purely to add qualifying detail before the click happens. Write them as tight, distinct benefits and avoid repeating what the headlines already say. The mistake is padding them with generic claims like great service, which occupies the space without giving anyone a reason to choose you.

Full definition

Location Assets

Pulls address, map pin, and distance from a linked Business Profile so a search ad can surface your nearest storefront.

The asset links your Google Business Profile to the ads account, and Google shows the branch closest to the searcher along with hours and a directions link, which can also feed store-visit reporting. Use it whenever the physical location matters to the purchase. The mistake is broken plumbing: unverified or mismatched Business Profile locations simply stop the asset from serving, silently, with no obvious error surfaced.

Full definition

Side by side.

The differences that actually change what happens in your account.

 Callout AssetsLocation Assets
Where the content comes fromYou type it - short phrases you author directly in the Ads UI.Pulled automatically from a linked, verified Google Business Profile.
Changes with the searcher's locationNo, the same phrases show to everyone.Yes, shows the nearest branch, its distance, and hours.
Can it be tapped or clickedNo, plain text with no destination of its own.Yes, a map pin and directions link, sometimes a call action too.
Setup dependencyNone - write it and save.A verified Business Profile correctly linked to the ads account.
Conversion signal it can feedNone on its own.Store-visit conversion estimates, when the account is eligible.
What breaks itVague or repeated copy that adds nothing beyond the headlines.An unverified or mismatched Business Profile, which stops it from serving.
How you'd notice it's brokenImmediately - the text you wrote either shows or doesn't.You often won't - it just stops appearing, with no error surfaced in the Ads UI.

What actually separates them.

01

Callout text is self-authored and static; location content is inherited live from Business Profile and updates automatically when hours or address change there.

02

Location assets are clickable toward a map or directions; callouts carry no link or destination at all.

03

Location assets can feed store-visit conversion reporting when eligible; callouts have no conversion path of their own.

04

Callouts show identical text to every searcher regardless of geography, while location assets change which branch and distance is shown based on where the searcher is.

05

A broken callout is a copy problem you fix by editing text; a broken location asset is usually a data-linking problem - profile not verified, wrong account linked - that produces no visible error, just silent non-serving.

Which one should you use?

Use Callout Assets when

  • You want to state a benefit that has nothing to do with geography, like free returns or 24/7 support.
  • You run a service with a single national number and no storefront a searcher would visit.
  • You need to fill out ad real estate quickly without touching Business Profile data.
  • You're testing which specific phrase moves click-through and want full control over the exact wording.

Use Location Assets when

  • You run a multi-location business and want the ad to auto-surface the branch nearest each searcher.
  • Foot traffic to a physical address is the actual goal, not just a click.
  • You want directions and store-visit estimates showing up in reporting.
  • Your Business Profile is already verified and kept current, so linking it is simple additional plumbing rather than fresh work.

Common questions.

Can I run callout assets and location assets on the same ad?

Yes. They occupy different lines under the ad and don't compete for the same slot, so there's no tradeoff in running both together.

Why aren't my location assets showing even though I set them up?

The most common cause is an unverified or mismatched Business Profile - the address or business name in the profile doesn't line up cleanly with what's linked in the ads account. Google doesn't surface an error for this; the asset just stops serving, so check the profile's verification status first.

Can I write custom text for a location asset the way I do for a callout?

No. Location content is pulled from your Business Profile fields, so you edit the address, hours, or phone number there, not inside the ad itself. If the wording or hours look wrong in the ad, fix it at the source profile.

How many callouts should I add?

Add several distinct ones rather than one - Google rotates them, and having only a single callout limits how much of that line actually gets used across auctions. Keep each one a specific, different benefit rather than variations on the same claim.

Or stop choosing between them.

AdFlint picks the setting, writes the ads, and keeps optimizing inside the Google and Meta accounts you already own.

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