WhatsApp in Google Ads
WhatsApp in Google Ads: Everything You Need to Know About Message Assets in 3 Minutes
Imagine this: someone sees your Google Ad, likes what they see, and instantly messages you on WhatsApp with a question. That’s the power of message assets—a Google Ads feature that enables potential customers to start a WhatsApp conversation directly from your ad.
Welcome to this week’s edition of Everything You Need to Know About Google Ads in 3 Minutes! Each Wednesday, we break down a Google Ads feature to help you get the most out of your campaigns. This week, we’re diving into message assets—what they are, how they work, and why you might want to start using them.
Spoiler alert: if lead generation matters to your business, you’ll want to stick around.
What Are Message Assets in Google Ads?
Message assets are a new way for people to connect with your business. With just one click, they can send you a WhatsApp message directly from your ad.
If you’ve used message extensions before, think of this as the next evolution. While extensions are being phased out, assets offer a more streamlined and effective way to interact with your audience.
Why Use Message Assets?
Here’s the scenario:
A potential customer is searching for a product or service. Your ad appears, along with others. But unlike your competitors, your ad has a WhatsApp button that lets users message you instantly.
This feature lets you:
- Start conversations with interested customers in real-time.
- Build trust by providing immediate responses.
- Stand out in a sea of competitors.
How to Use Message Assets
Setting up message assets is easier than you think:
- Go to the Assets tab in your Google Ads account.
- Hit the + button and select Message Asset.
- Choose whether you want the asset to work at the account, campaign, or ad group level.
- Fill in the details:
- Your WhatsApp Business phone number.
- A starter message for customers.
- A strong call-to-action (e.g., “Message us now for a free quote!”).
And that’s it! Your ads are now ready to welcome WhatsApp conversations.
What You’ll Need
Before you get started, make sure you’ve got these covered:
- A verified WhatsApp Business account connected to your phone number.
- A campaign type that supports message assets (currently limited to Search and Performance Max campaigns).
- Patience—this feature is still in beta, so it might not be available for everyone just yet.
A Few Key Tips for Success
- Track Conversions: Add “conversation started” as a conversion action to measure the impact of your message assets.
- Understand the Beta: This feature is new and could change or disappear, so keep an eye on updates.
- Check Eligibility: Restricted industries or unverified accounts might not have access yet.
- Know Your Audience: Message assets work on both Android and iOS, but availability may vary by country (especially on iOS).
Final Thoughts
Message assets offer a fantastic way to generate leads and connect with customers in a personal, instant way. For small businesses especially, this feature levels the playing field, helping you compete with larger companies by creating real-time, human interactions.
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