In the Brisbane digital landscape, a standard text ad is no longer enough to win the click. If you are running Google Ads for a local service or retail business, your goal isn’t just ‘visibility’—it’s getting a customer through your door or on the phone.
Google Ad extensions (now officially called 'Assets') are the most underutilised tools for local businesses. They don't just make your ad bigger; they reduce friction between a search and a sale. When used strategically, they increase your click-through rate (CTR) and lower your cost-per-acquisition by providing the specific information a local lead needs in real-time.
Why Real Estate Matters in Local Search
When a potential customer in Fortitude Valley searches for an "emergency plumber" or a "conveyancing lawyer," they are looking for immediate solutions. Assets allow you to occupy more vertical space on the mobile screen, pushing competitors further down the page. More importantly, they improve your Ad Rank.
Google rewards ads that provide a high-quality user experience. By including relevant assets, you provide better data to the algorithm. This is a key part of teaching the machine to find your ideal customer. When your ad is more relevant, Google often charges you less for the top position, solving the common frustration of losing to cheaper competitors who have better-optimised setups.
The Essential Assets for Brisbane Small Businesses
1. Location Assets: The Map Driver
This is non-negotiable for local businesses. By linking your Google Business Profile, your ad shows your physical address, distance to the user, and shop hours. On mobile, this includes a "Directions" button. For a cafe in Paddington or a gym in Chermside, this asset is often the primary driver of new foot traffic.2. Call Assets: Shorten the Lead Cycle
If your business relies on bookings or enquiries, you need a call asset. This puts your phone number directly in the ad. On mobile, it becomes a clickable button. This removes the need for the user to even visit your website, which is often where lead gen errors occur, causing potential customers to drop off before they convert.3. Sitelink Assets: Strategic Navigation
Don't just link to your homepage. Use sitelinks to direct users to high-intent pages. Bad Sitelink: "About Us" Strategic Sitelink: "View Our Price List" or "Book Saturday Service"4. Callout Assets: Building Instant Trust
These are 25-character snippets of text that highlight your unique selling points. For an Australian audience, focus on trust and local reliability. Examples include "Family Owned Since 1998," "QBSA Licensed," or "Same Day Brisbane Delivery."Moving Beyond the Basics: Advanced Tactics for 2026
To truly outperform the competition, you need to connect your assets to specific business goals.
Use Promotions to Drive Urgency
Running a seasonal sale for the Ekka or a New Year special? Use the Promotion Asset. It adds a price tag icon to your ad, highlighting the discount and the end date. This visual cue is a powerful psychological trigger that increases CTR significantly compared to just mentioning a sale in the headline.Image Assets: The Visual Advantage
Local service businesses often neglect imagery. If you’re a landscaper or a boutique hotel, adding high-quality, original images of your work or premises directly into the search results provides immediate social proof. Avoid stock photos; Brisbane locals recognise generic imagery instantly, and it erodes trust.Measuring Success: It’s Not Just About Clicks
The biggest mistake business owners make is judging ad assets solely on clicks. You must look at Conversion Action Segmentation.
Are people clicking your "Directions" button? Are they using the "Call" button directly from the search result? These are high-value actions that often happen before a user even hits your landing page. If you aren't tracking these, you are flying blind.
Action Plan for Your Business
1. Audit your current assets: Ensure you have at least four sitelinks, three callouts, and your location linked. 2. Update for relevancy: Ensure your opening hours in your Location Asset match your actual business hours to avoid frustrated customers. 3. Test and Iterate: Rotate your callout assets every month to see which phrases (e.g., "Free Quote" vs "Upfront Pricing") drive more engagement.
Optimising your Google Ads assets is one of the fastest ways to improve your ROI without increasing your daily budget. By providing the right information at the right moment, you turn a simple search into a local customer.
Ready to dominate the local search results and stop wasting your ad spend? Contact Local Marketing Group today and let’s build a high-performance strategy for your Brisbane business.