Google Ads automated assets might seem like a convenient way to enhance your ad performance, but relying on them too much can lead to inconsistent messaging, lower click-through rates (CTR), and reduced control over your campaign strategy. While automation can save time, it doesn’t always align with your business goals or deliver the best results.
This article explores the pros and cons of Google Ads automated assets, why manual control is often the better choice, and when automation might still be helpful.
At AdExpert, we specialize in Google Ads management for businesses in Los Angeles and beyond, helping brands take complete control of their ad campaigns to drive better conversions and ROI. Whether you’re running search ads, Performance Max campaigns, or display ads, understanding when to enable au
Automated assets in Google Ads are dynamically generated extensions that Google applies to search ads, display ads, and Performance Max campaigns to improve visibility and engagement. These assets can include:
These features are designed to enhance ad copy, provide additional information, and increase click-through rates in search results. However, while Google’s automation may seem helpful, it comes with significant downsides.
Google’s Automated Locations feature is designed to pull business addresses, maps, and distance information directly from Google Business Profiles and display them in your ads. While this may seem like an easy way to ensure location visibility, it comes with several risks that could hurt your campaign performance and mislead potential customers.
One major drawback is the lack of control over what gets displayed. Google may automatically pull in incorrect location details, outdated business addresses, or even secondary locations that are not meant for customers. If a user clicks on your ad expecting to visit a specific store or office, only to find that the location information is wrong, this can result in lost leads, poor customer experience, and wasted ad spend.
Additionally, granting Google Ads license to use merchant photos and rich media from your Google Business Profile means you lose control over how your brand appears in ads. Google might display low-quality images, irrelevant storefront photos, or outdated pictures that do not represent your business in the best light. This can impact your brand credibility and reduce click-through rates, especially if competitors have more optimized and visually appealing ads.
For businesses serious about local search optimization, manually managing location extensions ensures accurate, high-quality listings that align with your Google Ads account strategy while avoiding these pitfalls.
Automated assets allow Google to decide which information appears in your ads campaigns, meaning you may not always get the messaging you want. This can lead to:
For example, if you run a Google Ads account for a medical practice, dynamic structured snippets might display services that aren’t part of your actual offerings. This could mislead users and impact conversion rates.
Since automated assets adjust dynamically, there’s no guarantee they will perform well across different search queries. What works for one audience might not resonate with another.
By manually setting up assets in Ad Manager, you ensure every ad group has messaging that aligns with your goals.
Google claims that automated assets can increase click-through rates, but they don’t always improve conversion rates.
When assets are controlled manually, you can optimize for both CTR and conversions rather than leaving it to automation.
Not all automated assets are beneficial. Some options create more problems than they solve:
🚫 Dynamic sitelinks – May direct users to the wrong landing pages.
🚫 Dynamic callouts – Often generic and don’t highlight key selling points.
🚫 Dynamic structured snippets – Can pull in inaccurate service descriptions.
🚫 Dynamic images – Google selects random images that may not represent your brand.
🚫 Dynamic business names & logos – Can cause ad disapprovals if they don’t match your Google Business Profile.
If you value brand consistency and want full control over ad copy, disabling these settings is the better choice.
While automation has drawbacks, some features can be helpful in specific cases:
✅ Seller ratings – Displays customer reviews, improving trust and ad performance.
✅ Longer ad headlines – Can increase engagement by providing more ad real estate.
✅ Automated locations – Useful for local businesses looking to drive in-store visits.
These assets require minimal oversight and can enhance your Google Ads account without significant risks.
To maximize ad performance, a mix of manual and automated assets works best. Here’s a strategy for Google Ads campaign management:
1️⃣ Manually create sitelink, callout, and structured snippet extensions for full control.
2️⃣ Enable seller ratings and automated locations for added credibility.
3️⃣ Regularly monitor ad performance in Ad Manager to identify weak assets.
4️⃣ Test responsive search ads manually before allowing Google to generate automated versions.
If managing these details seems overwhelming, working with a Google Ads agency can help you fine-tune your campaigns and avoid common automation pitfalls. A well-managed strategy can lead to better conversion rates and higher ROI.
Google Ads automated assets may seem like a time-saving tool, but relying on them too much can hurt click-through rates, search results visibility, and conversion rates. The best approach is to manually optimize assets wherever possible while selectively enabling automation where it truly adds value.
If you need help with managing your ad account, optimizing structured snippet extensions, or improving Performance Max campaigns, consider working with a Google Ads agency that ensures your ads campaigns drive real results.
By taking control of your Google Ads assets, you can create more effective, higher-converting ads that align with your business goals.
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