Google’s Account Level Automated Assets: Magic Wand or Mayhem?
Let’s set the scene. You’re managing your Google Ads account, tweaking copy, testing headlines, and then surprise, Google decides to step in and “help.” Suddenly your ads are sporting new sitelinks, callouts, and headlines you didn’t write, promoting pages you didn’t want promoted. Welcome to the world of Account Level Automated Assets.
If you’ve never heard of them, you’re not alone. They’re turned on by default, and most advertisers don’t even realise it.
What Are Account Level Automated Assets?
Automated assets, previously known as automated extensions, are pieces of information that Google adds to your ads without you doing a thing. Think site links, callouts, structured snippets, headlines, descriptions, all generated dynamically. They’re meant to improve your ads’ performance and click through rate by giving people more information to click on (Google Support).
Account level just means these assets apply across all campaigns in your account, not just individual ones. It’s Google's attempt to streamline and “enhance” your ads with minimal input from you. Convenient? Sure. But safe? That’s another story (Google Support).
When They Work
To be fair, automated assets can be helpful in the right circumstances, especially if your account is running on autopilot or you haven’t added any assets manually. Here’s when they might work in your favour:
They give your ads more visibility, more clickable links mean more chances to convert.
They can surface relevant info from your site that you might have overlooked.
They’re easy. Set and forget is appealing when you’re short on time or short staffed (Wordstream).
Some assets, like callouts or structured snippets, can be genuinely helpful without harming the ad’s intent. And if you’ve got a decent site and a straightforward service, Google might actually pull in decent content (Dolnai).
When They Don’t
Here’s the flip side, when automated assets start doing their own thing, and not in a good way.
First, there’s the issue of control. You have no say over what Google shows or when. Google may decide to replace your manual headline with something algorithmically “better”, better, in this case, being based on its own logic, not your business goals.
Second, they’re often off brand. You’ve spent time fine tuning your tone of voice, then suddenly your ad starts shouting “ORDER NOW | OFFICIAL SITE” like you’re running a dodgy dropshipping store when in reality, you’re a consulting business with no online shop in sight (Olivia Lawson).
Third, they can overwrite the good stuff. Even if you’ve added manual sitelinks or headlines that speak directly to your audience, Google might just override them. No warning, no permission. Not great if your latest campaign hinges on carefully planned messaging ( Adskate).
And the kicker? These automated assets aren’t always flagged clearly. Many advertisers on forums like Reddit have shared horror stories about discovering weird headlines, broken sitelinks, or outdated callouts long after campaigns went live (Reddit).
Which Ones to Keep and Which to Cut
Not all automated assets are created equal. Some are worth keeping around, others are best switched off.
Safe to Keep:
Callouts: These are usually short and safe. They add benefits or features without much room for chaos.
Structured snippets: If Google gets the categories right, these can add clarity without confusion.
Sitelinks: If you haven’t created any, automated ones are better than nothing, but keep a close eye.
Better Off Disabled:
Automated headlines and descriptions: These override your actual messaging. That’s a hard no.
Dynamic location or call assets: Can be misleading if you have multiple locations or specific routing.
Promotional assets you didn’t configure: Risky business. Promotions need to be accurate and aligned with your current strategy (PPC Strategist).
How to Take Back Control
Turning off automated assets isn’t as straightforward as it should be — but it’s doable. Here’s how:
Go to “Ads & Assets” in your account.
Click “Assets,” then select “Automated Assets.”
Click the three dot menu > “Advanced Settings.”
Disable the assets you don’t want and save your changes.
Now, you’re back in the driver’s seat (Google Support).
A Word of Caution
Like most of Google’s automation, this feature was built with scale in mind, not nuance. And nuance matters. Your brand tone, your offer, your audience, these aren’t things that can or should be left to AI.
In a perfect world, Google’s machine learning would enhance what we do. But in the real world, it often clashes with actual business objectives, like qualified leads, accurate messaging, and brand trust.
At Dadek Digital, we combine hands-on strategy with machine learning, without handing the keys over entirely. We’ll review your account’s automated assets, identify what’s helping and what’s harming, and make sure your messaging stays on brand and on target. No surprises, no Frankenstein ads.
If you’re not sure what Google’s been slipping into your campaigns lately, now’s a good time to check. And if you would rather not go it alone, we’ve got you.