Promotion assets: showing discounts in Google Search ads

A twenty percent discount, free shipping or a limited-time sale offer: if you only mention these in your ad copy, you are missing a significant opportunity. With promotion assets in Google Ads, you display discounts as a visible, structured extension below your Search ad, exactly at the moment someone is actively searching. The result is a larger ad, more context for the searcher and a higher probability of getting the click. In this article, you will learn what promotion assets are, when to use them, how to configure them correctly and how AdBrains AI automates this process for structurally better results.

What are promotion assets in Google Ads?

Promotion assets (formerly known as promotion extensions) are additional information units that you attach to a campaign, ad group or individual ad. They appear as an extra line beneath your Responsive Search Ad (RSA) and display a specific offer, including the discount type, value, product name and optionally a promotion code or time window. Google automatically selects when a promotion asset is shown based on expected click value and ad relevance, but you control the content and scheduling.

Promotion assets are available for all campaign types that display Search ads, including standard Search campaigns and Performance Max (PMax). They are expressly designed for situations where you offer a concrete, temporary or permanent discount. They are not meant as generic slogans or brand statements. Google disapproves promotion assets that do not contain a demonstrable discount or offer.

There are four discount types you can configure in a promotion asset:

• Percentage discount: e.g. "20% off all online courses"
• Fixed monetary discount: e.g. "€15 off your first HACCP certification"
• Up-to discount (percentage or amount): e.g. "Up to 30% off electric folding bikes"
• Free item or free shipping: e.g. "Free shipping on all orders over €75"

Alongside the discount type, you can add an occasion or trigger such as "Summer Sale", "Black Friday", "Christmas offer" or "Back to School". Google provides a predefined list of occasions, but you can also enter a custom occasion. You also set start and end dates, which is crucial for urgency and relevance.

Why promotion assets are worth your attention

Promotion assets by the numbers

Industry benchmarks for well-configured promotion assets (2026)

+31%

Average CTR increase with an active promotion asset

2x

Higher visibility during sale periods vs. without asset

-18%

Lower CPC with higher Ad Strength via promotion asset

4/10

Advertisers who have promotion assets correctly and currently set up

The combination of larger ad real estate, an explicit discount mention and a visual marker (Google shows a percentage or euro badge) makes promotion assets one of the most impactful assets in the Search toolkit. Advertisers who have set up promotion assets correctly see a measurably higher click-through rate compared to ads without this extension. The explanation is straightforward: a visible discount lowers the threshold for the click and increases purchase intent before the visitor even reaches the landing page.

What makes promotion assets particularly powerful is that they contribute to the Ad Strength of your RSA. Higher Ad Strength generally leads to a better Quality Score, and a better Quality Score lowers your CPC. The assets cost you no additional budget, but can structurally reduce your cost per click. That makes promotion assets not only a conversion instrument, but also an efficiency instrument for your tCPA or tROAS objectives.

Yet only a minority of advertisers use this feature correctly. Promotion assets are left without updates, expired offers remain active, or the discount type does not match what the landing page actually shows. That last point is a common mistake that leads to a lower Quality Score and potentially a disapproval by Google.

Promotion assets for e-commerce: practical examples

For webshops and online platforms, promotion assets are particularly valuable because the discount communication directly matches the searcher's purchase intent. Consider ToetsJeKennis.nl, a platform for online exams and courses with an average order value of around fifty euros. During periods such as "Back to School" or an end-of-year campaign, a promotion asset with "20% off all practice exams" can make the difference between a click and a searcher scrolling past.

The same applies to E-4motion.com, the webshop for new electric folding bikes. A promotion asset with "Up to €200 off selected e-bikes" or "Free accessories pack with purchase" speaks directly to the price sensitivity of the target audience. Especially with a higher average order value, a visible discount in the Search ad is a powerful trigger to initiate the click. HACCP-cursus.com can also benefit, for example with "€10 off your HACCP basic training" as an attractive entry discount for catering staff who need certification.

For Elletens.nl, a fashion webshop, seasonal promotion assets are the strongest tool: summer sale, winter sale or a Black Friday offer can be made visible with a promotion asset precisely when consumers are searching for discounted fashion purchases.

How AdBrains AI automates and optimises promotion assets

Manual vs. AI-driven promotion asset management

What makes the difference in practice?

Manual management

• Promotions set manually and often forgotten
• Expired assets remain active past end date
• No A/B testing of percentage vs. fixed discount format
• Seasonal timing based on intuition, not data
• No conversion data linked per asset
• RSA and promotion asset not aligned

AdBrains AI managementAdBrains AI

• Promotion activation based on calendar and conversion signals
• Automatic deactivation when end date expires
• AI tests discount format based on historical CTR data
• Seasonal planning with peak detection
• Per-asset reporting linked to tCPA/tROAS targets
• RSA headlines and promotion asset content synchronised

AdBrains has developed its own AI system that treats promotion assets as an integrated part of the ad quality chain, not as a standalone extension you configure once and forget. This fundamentally distinguishes our approach from manual campaign management or default settings within Google Ads.

The core of our approach is that the RSA improvement system and promotion asset management are fully synchronised. Our AI analyses Ad Strength scores of all active RSAs daily and checks whether the content of active promotion assets still aligns with the ad copy and the current content of the landing page. If a mismatch is detected, the system automatically generates a correction proposal that is validated through our multi-agent verification system before being executed. Four independent AI agents check every adjustment, preventing errors and ensuring changes are always substantively correct.

Regarding timing and seasonal planning, AdBrains AI uses peak detection based on historical conversion data and search volume trends. When the system signals an approaching peak period, such as a holiday season, Black Friday or an industry-specific moment, it automatically activates the most relevant promotion asset for that campaign. After the peak period, the asset is automatically paused or deactivated, so expired offers never remain active. This solves one of the most common problems in manual management.

In addition, the AI tests which discount format works best for a specific audience and campaign. For ToetsJeKennis.nl, the AI has established that a percentage discount ("20% off") scores significantly better on CTR than a fixed amount ("€10 off"), while for E-4motion.com the "up-to discount" format with a higher absolute euro value better matches the higher average order value of electric folding bikes. These insights are continuously updated based on new conversion data and directly linked to the tCPA and tROAS targets per campaign.

Finally, AdBrains integrates server-side signal enrichment into promotion asset reporting. Thanks to our own sGTM infrastructure with Enhanced Conversions, we can measure exactly which promotion asset contributes to a conversion, not just a click. Those first-party conversion signals are fed back to Google's Smart Bidding algorithms, further improving bidding quality. The end result is a promotion asset strategy that does not react ad hoc to calendar dates, but proactively steers on margin efficiency and conversion volume.

Promotion assets versus other asset types: a comparison

CTR lift with promotion assets by industry

Average CTR improvement compared to ads without a promotion asset (2026)

Online courses & e-learning

34%

E-bikes & electric bicycles

29%

Fashion & accessories

27%

Installation & services

18%

Food & hospitality training

22%

To make the right choice about which asset type to deploy alongside your RSA, it is helpful to compare promotion assets with the other options available in Google Ads. The table below provides an overview of the most relevant asset types for Search campaigns and their specific application areas.

Promotion assets are unique in that they communicate a concrete financial incentive as part of the ad itself. Other asset types such as callout assets or structured snippets can also contain valuable information, but lack the direct "trigger" effect of a visible discount amount or percentage. In a competitive auction, that difference is visible in CTR and, over a longer period, in CPA.

Best practices for promotion assets in 2026

The Google Ads environment in 2026 has further evolved towards greater automation and asset-based relevance. A few guiding principles for an effective promotion asset strategy:

• Always use both a start and end date for temporary promotions. This means you never have to manually remove the asset and prevents expired offers from remaining active.
• Link promotion assets at campaign level rather than account level when you offer multiple product categories with different discounts. This keeps relevance per campaign at its maximum.
• Test at least two variants of the discount type (percentage vs. fixed amount) and let conversion data determine which variant continues.
• Ensure the final URL of the promotion asset links directly to the discount page, not the homepage.
• Synchronise the promotion asset with the headlines in your RSA: if your RSA mentions "20% off this week" in a headline, a promotion asset with the same value reinforces credibility and Ad Strength.
• Use occasions strategically. Schedule Black Friday assets two weeks in advance so Google has enough time to optimise the asset ahead of the peak.
• Check the status of active promotion assets weekly via the Assets tab. Google provides an "Approved", "Limited" or "Disapproved" status with an explanation for each asset.

Frequently asked questions about promotion assets

Do promotion assets always appear with my ad?

No, Google determines based on the ad auction which assets are shown. A promotion asset is displayed when Google expects it to increase click value. The more relevant the asset is to the search query and the higher the Ad Strength of your RSA, the greater the chance that the promotion asset will actually appear. You can monitor the display frequency via the Assets report in Google Ads.

Can I use promotion assets in Performance Max campaigns?

Yes, promotion assets are available for Performance Max (PMax) campaigns. You add them at campaign level via the asset group. Google's AI then selects when the promotion asset is deployed, depending on the channel (Search, Display, YouTube, Shopping). Bear in mind that the display on Display and YouTube is visually different from Search: on Search it is a textual extension, while on other channels it may appear as an overlay or text element.

What happens if my promotion asset is disapproved?

A disapproval almost always has a specific reason: the promotion is not demonstrable on the landing page, the discount text is too generic, or the asset contains words that violate Google's editorial policy. You receive a status notification via the Assets tab. Resolve the discrepancy, adjust the asset or landing page, and resubmit it. In case of repeated disapprovals, you can file an appeal through Google Ads Support.

How do I measure the success of a promotion asset?

Via the Assets report in Google Ads, you can view impressions, clicks, CTR and conversions per promotion asset, provided conversion tracking is correctly configured. Note that Google attributes impression and click data at asset level based on a last-click attribution model unless you have set up data-driven attribution. For a complete picture, it is recommended to also add segmentation by device and network to the reporting. AdBrains combines this data with server-side conversion signals for an even more accurate view of each promotion asset's contribution to the overall campaign result.

Are promotion assets also suitable for service providers without a webshop?

Absolutely. Promotion assets also work for service providers as long as the offer is concrete and verifiable on the landing page. Think of an installation discount campaign from Clima-Active.nl or a temporary introductory discount on a consultation. The discount value does not necessarily have to be in euros: a "free first consultation" or "free quote including site visit" can also be used as a promotion, provided Google recognises the offer as a concrete value for the user.