Your 'Set and Forget' Asset Strategy is Costing You Thousands – The Local Edge (2026 Update)
Let’s be blunt: if you are still calling them 'Ad Extensions,' you’re already behind. Google rebranded them to 'Assets' years ago, yet most Brisbane agencies and in-house marketers treat them like the garnish on a plate—nice to have, but not the main meal.
In the current 2026 landscape, assets are the meal. They are the primary levers for Quality Score, ad real estate, and—most importantly—local trust. If you’re just ticking the boxes and letting Google’s 'automated assets' run wild, you are essentially handing your credit card to an algorithm that doesn't care about your profit margins or the unique nuances of the Australian market.
The competition for local search visibility in Brisbane, Sydney, and Melbourne has never been fiercer. With AI-driven ad performance and increased user sophistication, a generic approach to Google Ads assets is a surefire way to be outbid and outshone. Stop settling for mediocre click-through rates. Here is how to weaponise your ad assets for the Australian local market in 2026.
The Fallacy of the Sitelink: Stop Linking to Your 'About Us' Page (2026 Edition)
Most local businesses use sitelinks to point to their 'About Us,' 'Contact Us,' and 'Services' pages. This is a waste of digital ink and valuable ad space. A user searching for an 'emergency electrician in Springfield Lakes' doesn't want to read your company history; they want to know if you can fix their power outage now.
Advanced local strategy requires intent-based sitelinks that directly address the user's immediate need or offer a clear path to conversion. Instead of generic pages, link to specific pain points, high-intent offers, or value propositions:
"Book After-Hours Service in Brisbane" (for urgent needs) "View Our 5-Star QLD Reviews" (for social proof) "Get an Instant Quote Online" (for price-sensitive queries) "Special Offer: 10% Off New Customer Service" (for promotional drives) "Explore Our Latest Project Gallery" (for visual industries like landscaping or construction)
Example: For a plumbing service, instead of "Services," use "Blocked Drains Fixed Today" or "Hot Water System Repairs." Each sitelink should have its own compelling description, not just the title, to maximise ad real estate and convey more information.
If your sitelinks drive users to a page that doesn't immediately solve the problem they searched for, you are falling for the landing page experience lie. Every click you pay for must lead to a conversion-optimised destination, not a generic homepage. Remember, mobile users dominate local searches, so these landing pages must be lightning-fast and mobile-first, offering a clear call to action (CTA).
Location Assets: The Only Way to Win the Map Pack (Even More Crucial in 2026)
For any local business with a physical presence or a service area, the Location Asset is non-negotiable. However, simply linking your Google Business Profile isn't enough. In 2026, the competition for the local 3-pack (or 'Map Pack') is intense. You need to ensure your radius bidding is aggressive enough to trigger the "Promoted Pin" in Google Maps, especially for high-value keywords.
In high-competition areas like the Brisbane CBD, Fortitude Valley, or Surfers Paradise, your organic map listing is often buried. By properly configuring location assets and optimising your Google Business Profile (GBP) for local SEO signals, you increase your chances of appearing at the top of the map results. This isn't just about visibility; it's about trust and proximity.
New Insight: Google is increasingly prioritising user experience, and for local services, that means speed and convenience. Ensure your GBP is constantly updated with accurate opening hours, service areas, and real-time Q&A. For service-based businesses, you should be prioritising calls over clicks because a phone conversation in the local service industry has a 4x higher conversion rate than a contact form fill. Implement call tracking to measure this accurately.
Callouts vs. Structured Snippets: Stop Repeating Yourself (Optimised for 2026)
I see this mistake daily: a business uses a Callout Asset for "Family Owned & Operated" and then uses a Structured Snippet for the exact same thing. This is redundant and robs you of the chance to provide more information and occupy more ad space.
Callouts are for USP (Unique Selling Propositions) & Value Adds: These should be concise, compelling benefits that differentiate you. Think unique selling points that resonate with the Australian consumer. Examples: "24/7 Emergency Response," "No Call-Out Fee Ever," "QBCC Licensed & Insured," "Guaranteed Workmanship," "Free On-Site Quotes."
Structured Snippets are for Categorisation & Specifics: Use these to list distinct categories of products/services or specific areas you serve. This allows users to quickly scan for relevance. Examples: Service Catalogue: "Services: Air Con Repair, Installation, Duct Cleaning, Maintenance" Types: "Types: Split Systems, Ducted, Multi-Head, Commercial" Service Areas: "Service Areas: Indooroopilly, Kenmore, Taringa, Toowong, Chapel Hill" Brands: "Brands: Daikin, Mitsubishi Electric, Panasonic, Fujitsu"
By diversifying these, you occupy more vertical space on the mobile screen, pushing your competitors further down the fold where they belong. This is crucial for visibility, especially with the continued dominance of mobile search in Australia.
The Danger of Automated Assets (and How to Tame Them)
Google loves to pitch "Account Health" scores that encourage you to turn on automated assets. Don't do it blindly. While Google's AI has improved, it's still an algorithm, not a local marketing expert.
Google’s AI frequently pulls text from your website that was never meant for an ad. I’ve seen automated sitelinks pointing to "Privacy Policy" pages, "Login" portals, or even outdated blog posts. This is a fast way to burn your budget and damage your brand reputation. You must manually curate and review your assets regularly to ensure they align with your audience signals and targeting.
Practical Tip: Instead of completely disabling automated assets (which can sometimes hinder ad strength scores), review them weekly. Pause or reject any automatically generated asset that doesn't meet your strategic objectives or is irrelevant. Use Google's recommendations as a starting point, not a final solution. AI is a tool, not a replacement for a local marketing strategy that understands the nuances of the Queensland market and your specific business goals.
Image Assets: The Local Trust Signal You Can't Ignore
In 2026, text-only ads are virtually invisible. Image assets are mandatory for standing out. But don't use generic stock photos of people in hard hats who clearly don't live in Australia, or generic office shots. This immediately breaks the local connection.
Use real, high-resolution photos that build immediate local trust and authenticity:
Branded Vehicles: Showcase your sign-written vans or trucks in front of local landmarks or typical Australian homes. Team Photos: Authentic, friendly shots of your team members (wearing branded uniforms) on-site, perhaps interacting with customers or performing a service. Show real people, not models. Local Storefront/Office: If you have a physical location, a clear, inviting photo of your shopfront. Before & Afters: For services like cleaning, landscaping, or renovations, compelling before-and-after images can be incredibly powerful.
New Insight: Consider using short, high-quality video assets (under 30 seconds) if your industry lends itself to it, showcasing a quick demonstration or a customer testimonial. Authenticity converts. When a local customer sees a familiar street, a recognisable vehicle, or a friendly, local face in the ad, the trust barrier drops instantly. This is a simple but powerful tactic that most 'big' national competitors miss because they rely on generic corporate assets, giving local businesses a significant advantage.
Lead Form Assets: Streamlining Mobile Conversions
For mobile users, the Lead Form asset is a game-changer. It allows prospective customers to submit their details (name, email, phone) directly from the search results page without ever having to visit your website. This reduces friction significantly, especially for users on the go.
Best Practices for Lead Forms:
Keep it Short: Only ask for essential information. Name, email, phone is usually sufficient. Clear Call to Action: Use compelling CTAs like "Get a Free Quote," "Book a Service," or "Request a Call Back." CRM Integration: Ensure the leads are integrated with your CRM or promptly sent to your sales team for immediate follow-up. Speed to lead is critical in local services.
Actionable Checklist for Local Dominance in 2026
1. Audit your Sitelinks: Remove any link that doesn't lead to a high-conversion action or relevant, intent-based content. Ensure descriptions are unique and compelling. 2. Verify Location Sync & Optimisation: Double-check your Google Business Profile is accurately synced, fully optimised, and actively managed. Ensure radius bidding is competitive. 3. Deploy Lead Forms Strategically: Implement Lead Form assets for campaigns where immediate lead capture is a priority, especially for mobile users. 4. Customise by Campaign & Ad Group: Never rely solely on account-level assets. Your "Hot Water System Repair" campaign should have completely different assets (sitelinks, callouts, images) than your "Leaking Taps" campaign to maximise relevance. 5. Review Automated Assets Weekly: Don't let Google's AI run wild. Regularly review and prune irrelevant or low-performing automated assets. 6. Invest in High-Quality Local Imagery: Replace generic stock photos with authentic, branded images that resonate with the Australian local audience.
Stop Settling for Default Settings – Your Local Advantage Awaits
If your current agency hasn't touched your ad assets in the last three months, or relies heavily on default settings, they are coasting on your dime. In the hyper-local Brisbane market (and across Australia), these 'small' details are the difference between a profitable campaign and a tax-deductible hobby. The competitive landscape of 2026 demands a proactive, detailed, and locally-focused asset strategy.
Ready to stop wasting spend and start dominating the local search results with a sophisticated Google Ads strategy? Contact the experts at Local Marketing Group today for a ruthless, data-driven audit of your Google Ads account. Let's turn your assets into advantages.