Price Assets

Price assets show a menu of products or services, with prices, as a scrollable row of cards below a Search ad. Google formerly called them price extensions. Each card has a header, a description, a price, and its own link, so a click on one goes straight to that item on your site. On desktop and mobile they appear below your text ad. You can add them at the account, campaign, or ad group level, and schedule them by date, day of the week, or time of day. The format works like a small menu, so each card should lead to a page where the same item and price are easy to find.

Each price asset needs a minimum of 3 items, and Google recommends 5 or more, with up to 8 cards shown to users. Headers and descriptions are each limited to 25 characters and may be shortened on narrow screens. You also choose a language, a type, a currency, and a price qualifier. Types include brands, events, locations, neighborhoods, product categories, product tiers, services, service categories, and service tiers, and each has its own header rule. For example, brands must be actual brands you offer, and service tiers need descriptions that explain each tier. Google says prices may be truncated or rounded on mobile, so write headers and descriptions that still make sense when shortened.

Billing and display details matter. A click on a price item costs the same as a click on the ad's title or display URL, and you will not be charged for more than two clicks per impression. On mobile, the clicks that expand the carousel are not charged. Prices may be truncated or rounded on small screens, so a figure like $12,345.67 could appear as $12.4K. The assets do not read your website, so the numbers are whatever you typed. Price assets are available in English, Dutch, French, German, Italian, Japanese, Polish, Portuguese, Spanish, and Swedish. Because account asset limits apply, it is worth deleting old price assets as part of a regular cleanup.

The main mistake is stale prices. If you raise a price on your website and not in the asset, shoppers see one number in the ad and another on the page, which erodes trust and can cause disapproval. Another is publishing prices that make you look expensive without context: if your competitors show lower starting prices, a card row can send people to them. Mixing unrelated items, such as a service and a brand, under one asset breaks the type rules. And account asset limits apply, so remove outdated price assets instead of piling on new ones. Keep currency and qualifiers consistent across cards so a shopper can compare options without confusion.

This week, open your price assets and compare each figure with your live price list. Pick three to eight items that represent your best-selling or highest-margin offers and write short, plain headers. Use a qualifier such as from or up to if your prices vary. Add a calendar reminder to review the asset whenever you change pricing, and schedule seasonal items by date so they retire on their own. Check the asset report afterward to see which cards draw clicks and which can be swapped. Pair price assets with a clear conversion path on the landing page, since pre-qualified visitors expect to act quickly.