Responsive search ads, asset types, and how Google assembles your ads at auction — the exam questions and real-world context behind every answer.
Ad formats and extensions — now officially called assets — are one of the most practically impactful topics in the Search exam. I've seen accounts where simply adding sitelinks and callouts lifted CTR by 20% overnight, purely because the ads took up more real estate on the page. Google has also made Responsive Search Ads the default and only standard Search ad format, so the exam heavily reflects that shift. Here's what you need to know, with the reasoning behind each correct answer.
Google sunset Expanded Text Ads in 2022 — the exam tests whether you know what replaced them.
Correct answer: C. Responsive Search Ads (RSAs)
Responsive Search Ads are now the only standard Search ad format you can create. You provide up to 15 headlines and 4 descriptions, and Google's machine learning tests combinations to find what performs best for different queries and users. In practice, I treat RSAs like a testing framework — the more varied and distinct your headlines, the more useful Google's optimisation becomes. Submitting 15 variations of the same message is one of the most common mistakes I fix in audits.
A straightforward specification question — the exact numbers come up regularly.
Correct answer: C. 15 headlines and 4 descriptions
Google can show up to 3 headlines and 2 descriptions at a time from your pool of 15 and 4 respectively. The more distinct assets you provide, the more combinations Google can test across different auctions and user contexts. I always aim to pin at least one headline to position 1 — usually the brand name or primary keyword — so there's a consistent anchor while Google tests the rest freely.
Sitelinks are the most commonly used asset type and almost always feature in exam questions on extensions.
Correct answer: B. To provide additional links below the main ad that direct users to specific pages on the website
Sitelinks appear as clickable links beneath the main ad copy, each pointing to a different page on the site — services, contact, about, specific products. They increase the ad's visual footprint and give users more pathways to convert. I add sitelinks to every campaign I manage without exception. They're free to add, they improve CTR, and they give Google more to work with when assembling ads at auction time.
This tests your knowledge of call-specific assets and their practical use case.
Correct answer: C. Call assets
Call assets (previously call extensions) add a phone number directly to your ad — on mobile, this becomes a tap-to-call button that lets users contact the business without visiting the website at all. For service businesses like plumbers, clinics, or consultants, I almost always recommend enabling call assets with call reporting switched on so you can track calls as conversions. It's one of the fastest ways to generate leads from Search campaigns for local businesses.
This distinguishes callouts from sitelinks and structured snippets, which is a common point of confusion.
Correct answer: C. Callout assets
Callout assets are short, non-clickable text snippets (up to 25 characters each) that appear below the ad copy to highlight key selling points or features. Unlike sitelinks, they don't link anywhere — their only job is to add persuasive detail. I use callouts to surface things like "Google Certified", "No Long-Term Contracts", or "Results in 30 Days" — short, punchy claims that reinforce why someone should click the main ad.
Are your Search ads missing assets, running thin on headline variety, or still using old ad formats? These are quick wins that most accounts leave on the table.
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