Creative Formats & Assets

Callout Assets vs Price Assets: Text Claim or Priced Cards

In short: Both add supporting content beneath a search ad, but only one of them shows a number. A callout is a short, non-clickable phrase making a claim, like free shipping. A price asset is a clickable carousel of items with an actual starting price attached to each one, so it pre-qualifies the click on cost before anyone taps it. Callouts carry no data to keep in sync; price assets do, and stale figures cause disapprovals. Use callouts for claims that aren't about price, use price assets when cost itself is the selling point.

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

Price Assets

Displays a set of products or services with starting prices in a swipeable row under a search ad, each linking separately.

You give Google three or more items with a qualifier such as from or up to, and every card links to its own page. Once price extensions, they pre-qualify the click by putting cost in front of it, which filters browsers when your pricing is competitive. The mistake is letting prices drift out of date, since the assets do not sync with your site and stale figures cause disapprovals.

Full definition

Side by side.

The differences that actually change what happens in your account.

 Callout AssetsPrice Assets
ClickableNo.Yes, each card links to its own item page.
Data requiredJust a written phrase.Item name, price, qualifier, and URL, with three or more items.
What it reveals before the clickA claim or benefit, no numbers.An actual cost.
FormatA short text string.A swipeable card carousel with a price shown on each card.
Freshness dependencyStatic text with no external data to drift out of sync.Must track the real, current price or risk a mismatch and disapproval.
Pre-qualification effectPersuades but doesn't filter anyone out by cost.Filters out buyers who won't pay that amount before they click.
Failure modeGeneric claim, like great service, adds no differentiation.An outdated price causes a mismatch with the landing page.

What actually separates them.

01

Price assets show an actual number before the click and can filter out buyers who won't pay it, while callouts never reveal a number at all.

02

Callouts are pure text a searcher reads but can't act on, while price assets are clickable cards, each routing to a specific item's page.

03

Price data has to stay in sync with the landing page or the asset risks disapproval, while callout text has no external data to drift out of sync with.

04

Price assets require a minimum of three priced items to run, while callouts have no minimum item count tied to inventory at all.

05

Callouts can carry any claim you want - guarantee, shipping, hours - while price assets are locked to the specific structure of item, price, and qualifier.

Which one should you use?

Use Callout Assets when

  • You want to state benefits unrelated to price, like a warranty, a guarantee, or fast turnaround.
  • Your pricing is custom or quoted, not a fixed number you can publish.
  • You want zero ongoing maintenance since there's no data to keep synced.
  • Nothing in your offering is naturally itemized enough for individual price cards.

Use Price Assets when

  • You have three or more distinct, priced items or tiers worth surfacing.
  • Price is a competitive advantage you want visible before the click.
  • You can commit to keeping the listed prices current with what's on your site.
  • Buyers commonly shop on price and self-qualify before ever contacting you.

Common questions.

Can I use a callout to hint at a discount instead of a price or promotion asset?

You can gesture at value in a callout's wording, but it won't show a structured number, won't self-expire, and won't filter clicks by cost the way price or promotion assets are built to do.

How many priced items do price assets need?

Google requires three or more, each with its own name, price, and link, so it's meant for a real lineup rather than a single item.

Do callouts ever get disapproved for making pricing claims?

They can be disapproved like any ad text if a claim is unsubstantiated or violates policy, but they don't carry the same stale-price risk as price assets because there's no synced figure attached to them.

Can price assets and callouts show on the same ad?

Yes, both are eligible together, and Google decides which combination of assets actually renders for a given impression.

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