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Google Ads Assets for Dentists: Maximizing Your Ad Spend

Google Ads Assets

Google Ads assets are additional pieces of information that can be added to a Google Ad. This will help to provide more context to potential customers. Also, it will help your ads to take up more space on the SERP. Ad assets can take many forms, such as:

  • phone numbers
  • website links
  • location information

These assets can significantly enhance the performance of a dentist’s Google Ads campaign by improving the relevance and visibility of their ads.

It’s important to maximize your advertising spend. Utilizing Google Ads assets makes it easier to connect with potential patients and entice them to click on your ad. This increases the chances of obtaining new clients, so you can boost patient acquisition for your practice. In this article, we’ll explore some of the most effective Google Ad assets for dentists and explain how to maximize the effectiveness of your advertising campaigns with them.

Google Ads Extensions vs Google Ads Assets

They are the same thing. Until late 2022, Google Ads assets were known as Google Ads extensions. However, that has now been changed. If you see a reference to Google Ads extensions, it is an old reference to Google Ads assets. However, many people still use the terms interchangeably. 


Sitelinks are additional links that appear below your main ad text and can take potential patients to specific pages on your website. They can help customers find what they’re looking for more easily and quickly, and can provide additional context about the services you offer.

To set up each sitelink, you’ll need:

  • Sitelink text: For instance, if the URL is the “About the Dentist” page, that is a good text. It is limited to 25 characters, including spaces.
  • Description line 1: Write a short description of the page you are directing the prospective patient to, limit 35 characters.
  • Description line 2: More description, limited to 35 characters.
  • Final URL: Place the URL here.

Your ad can show up to 6 different sitelinks on desktop. On Mobile, you can show up to 8 sitelinks. So, you should add at least that many if possible. Especially if they are relevant to the search campaign at hand, or may be of interest to a potential patient.

Overall, sitelinks are a simple but effective way to enhance the information provided in your Google Ad. It can also improve the chances that a prospective patient could click on your ad and book an appointment.

Below is shown Google Ad displayed with sitelinks.

Google Ad Assets


Callouts are short phrases that appear below your ad text and can highlight specific features or benefits of your dental practice. They can be used to provide additional context to potential patients and differentiate your practice from competitors. Callouts are particularly useful for dental practices that offer unique services or special offers that may attract new patients.

To set up callouts, you’ll need to create a list of the phrases you want to use and add them to your Google Ads assets. You can show up to 10 callouts on a single ad. Each callout is limited to 25 characters.

Effective callouts for dental practices may include phrases like:

  • Free Consultations
  • Accepting New Patients
  • Advanced Dental Tech
  • Walk-ins Welcome
  • Conveniently located
  • Open on Saturdays
  • Wide Range of Services

Overall, callouts can help your Google Ads stand out and provide additional information to potential patients. They can help differentiate your practice from competitors and provide a compelling reason for patients to choose your practice.

Structured Snippets

Structured snippets provide additional context about the specific services or treatments offered by your dental practice. They appear in a list format below your ad text and can provide more detail about the specific services or treatments that you offer. Structured snippets can be used to highlight the unique features of your practice and provide more information to potential patients.

Adding your service catalog as a header is a good idea for any dental practice using Google Ads.

You can show up to two structured snippets headers for each ad. Examples of effective structured snippets values for dental practices include:

  • Cosmetic Dentistry
  • Orthodontic Services
  • Pediatric Dentistry
  • Root Canal Treatment

Overall, structured snippets can help improve the relevance and effectiveness of your Google Ads by providing more information to potential patients. They can help attract patients who are specifically looking for the services or treatments that you offer and increase the likelihood of them booking an appointment.


Location assets, once location extensions are a type of Google Ads asset that allow potential patients to see the physical location of your dental practice on Google Maps. This can be especially useful for patients who are looking for a dentist nearby.

To set up location assets, you’ll need to link your Google Ads account to your Google Business Profile (formerly Google My Business) account and verify your business’s physical location. Once set up, your ad will display a map marker that shows the location of your dental practice.

It can also show your dental practice as an ad among the map pack on Google.

Below is shown a Google ad with location asset highlighted.

Google Ad Assets


Price assets can be used to highlight the costs of certain treatments or services offered by your dental practice. This can be especially useful for potential patients who are looking for a dentist that offers competitive pricing.

To add price extensions, you’ll need to create a list of all the treatments (e.g., checkups, cleanings, teeth whitening) and their associated costs, then add them to your Google Ads assets.

You can show up to eight price extensions for each ad.

Overall, price assets can help attract potential patients who are looking for a dentist with competitive pricing and increase the chances of them booking an appointment at your practice.


While there are other types of ad assets, many of the others don’t apply in dental to the same degree. There are exceptions, however.

Using Google Ads assets/extensions is an effective way for dentists to maximize their advertising spend and improve the performance of their Google Ads. Dentists can increase the visibility of their ads by providing additional information to potential patients, such as:

  • sitelinks
  • callouts
  • structured snippets
  • location
  • price

To get the most out of your Google Ads campaign, it’s important to as many types of assets as possible. Take advantage of Google Ads assets and attract more potential patients to your practice.

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