A price asset is a Google Ads feature that shows a set of your products or services with their prices beneath a search ad. Each item links to its own page, so a searcher can see what things cost and go straight to the one they want. It was called a price extension until Google renamed extensions as ad assets.
How a price asset works
You add between three and eight items. Each one has:
- a short header, such as “Boiler Service”;
- a short description, such as “Gas Safe engineer, 1 hour”;
- a price in pounds, with an optional unit such as per hour, per night or per month;
- a final URL for that item’s page.
The asset as a whole has a type (services, product categories, brands, locations and so on), an optional price qualifier (“From”, “Up to” or “Average”), a language and a currency. You can attach it at account, campaign or ad group level. On mobile it usually appears as swipeable cards and on desktop as a row or list. Like other assets, it shows only when Google predicts it will help and when your ad ranks well enough, so it will not appear every time.
Why it matters
Price is often the question people most want answered before they click. Showing it filters out searchers looking for something far cheaper, which saves money on clicks that would never convert, and it gives serious buyers a reason to choose you. A Pilates studio in Clapham that shows class packs, a private GP that lists consultation fees, or an accountant that shows a fixed fee for a Self Assessment return all answer the question in the results page.
UK rules apply to the prices you show. Prices for consumers must be in GBP and include VAT. Under the Digital Markets, Competition and Consumers Act 2024, compulsory fees, such as a booking or admin charge, should be included in the headline price rather than added later; that is the practice known as drip pricing. A “From” price must be one people can genuinely buy at. Business-to-business advertisers can show prices excluding VAT, but should say so clearly, for example “plus VAT” in the description.
Common mistakes
- Showing a price in the asset that does not match the landing page, which frustrates visitors and can trigger a policy problem.
- Consumer prices that leave out VAT or a compulsory fee.
- Pointing every item to the home page instead of the page for that product or service.
- Leaving old prices in place after a price rise, because the asset is out of sight in the account.
- Using “From” with a price so low that almost nobody qualifies for it.
- Repeating the same text in header and description instead of adding useful detail.
How to act on it
Pick three to eight items people search for most, with prices you are happy to show and keep current. Write headers that match the language people use, and use descriptions to say what is included. Link each item to its own page with the same price shown clearly, ideally near the top.
Add a sitelink asset and callouts alongside it, because Google chooses which assets to show and more choice helps. Put a reminder in your calendar to check prices whenever they change, and at least every quarter. Setting up and maintaining assets is part of the build in my Google search ads management.