Google Ads Assets (Extensions) for Clinics: What to Use and What's Not Allowed

What assets are and why clinics need them

Google renamed ad extensions to "assets" in 2022. They work the same way. You add extra information to your ad, and Google shows the combination it expects to perform best. Adding assets is free. You pay only for clicks, at the same rate as a headline click.

Assets matter for two reasons. They make your ad bigger and more useful, which tends to raise click-through rate. They also feed Ad Rank, since Google counts the expected impact of assets. That can lower what you pay for each click. See our guides to Quality Score and cost per click.

Every asset type, at a glance

Sitelinks

Sitelinks take people straight to a specific page. You need at least two for any to show. Google shows up to six on desktop and up to eight in a mobile carousel. It recommends at least six sitelinks with descriptions for busy campaigns.

Good clinic sitelinks link to pages that answer the next question a patient has:

• "Book an Appointment"
• "Insurance We Accept"
• "Meet Our Dentists"
• "Clinic Location & Parking"
• "Implant Consultation"
• "Patient Reviews"

Each sitelink should go to a different page. Linking six sitelinks to the homepage wastes them.

Callouts

Callouts are short phrases of up to 25 characters. They aren't clickable. Be specific: "Open Until 10pm" says more than "Flexible Hours". Clinic examples: "DHA-Licensed Doctors", "Female Doctors Available", "Arabic & English Spoken", "Free Parking", "Direct Billing".

A callout set at ad group level stops campaign-level callouts showing in that ad group. Put general callouts at account level and specific ones lower down. Callouts are ad copy, so they follow the same advertising rules. In Dubai, the DHA medical advertisement standard applies. Avoid "No. 1", "Best Clinic" or "Painless Guaranteed".

Structured snippets

Structured snippets pair a fixed header with your values. There are 13 headers. The useful ones for clinics:

• Insurance coverage: list insurers you accept. In Abu Dhabi that may include Thiqa and Daman. Only list insurers you really bill directly.
• Service catalog: Implants, Invisalign, Root Canal, Whitening.
• Types: General Dentistry, Orthodontics, Paediatric Dentistry.
• Neighborhoods: branch areas such as Dubai Marina, JLT, Al Barsha.

You need at least three values, and Google recommends four or more. A header that doesn't match its values is the most common reason for disapproval.

Call assets and the UAE call tracking caveat

Call assets add your number or a call button. Numbers must be in E.164 format with no spaces, for example +97140000000. Google verifies the number. It must appear on your website, or your domain must be verified in Search Console. Use an ad schedule so the call button shows only when reception is staffed.

The UAE caveat. In many countries, Google swaps your number for a Google forwarding number. That gives call duration, caller area code and the option to count calls over a set length as conversions. Google's list of countries with forwarding numbers has 30 countries. The UAE is not one of them. So, for UAE numbers:

• Don't expect call duration or caller details for calls from your ads.
• Track clicks on the call button on your landing page as a conversion instead.
• Log phone bookings in your clinic system and import them as offline conversions. Our conversion tracking guide shows how.
• Check the call reporting setting in your own account, in case availability changes.

Also note: Google stopped creation of new call-only ads in February 2026. Existing ones stop serving in February 2027. Move to responsive search ads with call assets now.

Location assets

Location assets show your address, distance and a map link. They also let your ads appear on Google Maps. You link them through your Google Business Profile in Location manager. Locations marked closed won't show. Keep the business name and phone number in your Business Profile matching your licensed facility details and your website.

Image assets

Image assets show photos beside your Search ad. Google reports an average 6% higher click-through rate when images show. Your account must be at least 60 days old, have a good policy record, and have spent on Search in the last 30 days. Sensitive verticals are excluded, and Google gives sexual content as its example.

Rules: a square image is required, landscape is recommended, and up to 20 images are allowed. Images can't carry added text, logos or overlays. For clinics, use real photos of reception, treatment rooms and staff. Avoid before/after images and close-ups of procedures. They risk both Google review and local advertising rules.

Price assets

Price assets show service cards with prices. You need at least three items, and headers and descriptions are limited to 25 characters each. The catch for UAE clinics: Google's supported currency list does not include AED. Unless that changes, you can't show dirham prices. Put prices in callouts or on the landing page instead, if your regulator allows price advertising.

Promotion assets

Promotion assets show a monetary or percentage discount, with an optional occasion. Occasions include Ramadan, Eid al-Fitr and Eid al-Adha, which suits UAE seasonal offers. Before running a medical discount, check your regulator's advertising rules and any ad permit you need. Our guide on advertising a clinic in Dubai covers DHA and MOHAP requirements.

Also check your automated promotions setting. From 12 October 2026, Google began pulling offers from websites into eligible campaigns by default. Read our news report to switch it off if you need to.

Message assets (WhatsApp and SMS)

Message assets add a button that opens a chat. They support WhatsApp Business, SMS, Facebook Messenger and Zalo. Google lists them as beta. You need a good policy record and completed advertiser verification. Sensitive verticals aren't eligible. Google names campaigns and elections as an example but doesn't list healthcare, so check eligibility in your own account. Since late 2025, Google also verifies the messaging link, for example by checking it appears on your website.

If message assets aren't available to you, put a WhatsApp button on your landing page and track it as a conversion. See how to get more WhatsApp leads from Google Ads.

What healthcare can't use

• Lead form assets. Google's lead form requirements say healthcare-related content isn't allowed. Use your own landing page form.
• Prescription drug names in any asset. Since October 2025, promotional use of these terms is allowed only in the US, Canada and New Zealand.
• Claims your regulator bans. Assets are ads, so DHA, DoH and MOHAP rules apply to every sitelink, callout and snippet.

Frequently asked questions

Are ad extensions and assets the same thing?

Yes. Google renamed extensions to assets in 2022. Sitelink extensions became sitelink assets, and so on.

How many sitelinks should a clinic add?

At least six with descriptions, each to a different page. At least two are needed for any to show.

Can UAE clinics track calls from Google Ads?

Not through Google forwarding numbers, as the UAE isn't on Google's list. Track call button clicks on your website and import phone bookings as offline conversions.

Can clinics use lead form assets?

No. Google's lead form requirements exclude healthcare and medicines.

Why don't my image assets show?

Your account needs to be 60+ days old, with a good policy record and recent Search spend. Images with added text or logos are disapproved.

Do assets cost extra?

No. Adding them is free. Clicks on assets cost the same as clicks on your headline.

Sources

• Google Ads Help: About sitelink assets
• Google Ads Help: About callout assets
• Google Ads Help: About structured snippet assets
• Google Ads Help: About call assets
• Google Ads Help: Google forwarding number
• Google Ads Help: About call reporting
• Google Ads Help: Transition from call ads to call assets
• Google Ads Help: About location assets
• Google Ads Help: About image assets
• Google Ads Help: About price assets
• Google Ads Help: About promotion assets
• Google Ads Help: About message assets
• Google Ads Policies: Lead form requirements
• Google Ads Policies: Update to restricted drug terms (October 2025)
• DHA: Standards for Medical Advertisement Content on Social Media

Published 18 Oct 2026 · Access One