The Case of the Incredible Shrinking Ad
Imagine you’ve just opened a new boutique gym in Fortitude Valley. You’re bidding on the same keywords as the big national franchises. You check the search results on your phone while grabbing a coffee on James St, and you notice something frustrating: the franchise’s ad takes up half the screen. It has a phone number, four links to specific classes, a physical address with a ‘distance’ marker, and a glowing 4.8-star rating.
Your ad? It’s a lonely two lines of text that looks like a classified ad from 1994.
In the world of Google Ads, size matters. But there is a persistent myth among Brisbane business owners that these "extras"—formerly known as ad extensions and now called Assets—are just optional cherries on top.
They aren't. They are the engine room of your click-through rate (CTR). Let’s bust some myths and look at how to actually win the battle for screen real estate in 2026.
Myth #1: "Google Will Automatically Show My Best Info"
Many business owners believe that if they provide their website URL, Google’s AI will just "figure out" the rest. While Google’s automation has improved, leaving it entirely to chance is a recipe for wasted spend.
If you aren't manually configuring your Sitelink Assets, Google might pull links to your "Privacy Policy" or "Terms and Conditions" instead of your "Introductory Offer" or "Class Timetable."
For a local plumber in Chermside, this is the difference between a user clicking to call immediately or scrolling past to find someone who actually lists "24/7 Emergency Repairs" as a highlighted callout. To truly dominate, you need to be measuring ROI by ensuring your assets align with the high-value actions in your CRM.
Myth #2: "Location Assets Are Only for Retail Stores"
I often hear service-based businesses say, "I don't have a storefront, so I don't need a Location Asset."
This is a massive mistake for the Australian market. Even if you are a mobile dog groomer or a freelance bookkeeper, a Location Asset linked to your Google Business Profile (GBP) does two critical things: 1. It builds trust: Seeing a Brisbane-based address (even if it's a home office) signals that you are a local, not a faceless national lead-gen site. 2. It triggers the Map Pack: It allows your ad to appear on Google Maps searches.
When someone in Indooroopilly searches for "emergency locksmith near me," they aren't looking for a beautiful website; they are looking for the red pin closest to them.
Myth #3: "More Assets Always Mean More Clicks"
While we want a large ad, "bloat" is real. Using every single asset type without a strategy can actually hurt your ad spend efficiency.
For example, if you are running a high-urgency campaign for a tow-truck service, you don't necessarily want four sitelinks about your company history. You want one thing: a massive Call Asset. In 2026, the key is matching the asset to the intent.
The "Local Power Four" Assets You Need Today
If you want to stop your ads from shrinking and start capturing higher-quality leads, focus on these four specific configurations:
1. Call Assets with Scheduling: Don't show your phone number at 2:00 AM if no one is there to answer. Use ad scheduling to ensure your call asset only appears during Brisbane business hours. 2. Image Assets (The Visual Hook): We are visual creatures. A local solar installer in Logan will see a massive spike in CTR by adding a high-quality image of a recent rooftop installation rather than a generic stock photo of a sun. 3. Structured Snippets: Use these to list your specific service areas (e.g., Northside, Southside, Bayside) or specific brands you carry. It pre-qualifies the lead before they even click. 4. Lead Form Assets: For high-value services like HVAC installation or legal advice, let the user submit their details directly within the Google search results page. It removes the friction of a slow-loading landing page.
Actionable Takeaways for Brisbane Business Owners
Audit your current assets: Open your Google Ads account, go to the "Ads & Assets" menu, and look at the "Association" level. Are you still using generic assets created three years ago? Link your Google Business Profile: This is non-negotiable for local SEO and PPC synergy.
- Check your mobile view: Most local searches happen on a phone while the user is on the go. If your ad looks messy or truncated on a mobile preview, simplify your assets.
Conclusion
Google Ads isn't just about who pays the most per click anymore; it’s about who provides the most useful, relevant, and visible answer to a user’s problem. By treating your ad assets as a core strategy rather than an afterthought, you can effectively "bully" your way to the top of the search results—even against competitors with deeper pockets.
Stop letting your ads disappear into the background. It’s time to take up the space your business deserves.
Ready to dominate the local Brisbane market? Contact Local Marketing Group today and let’s turn your shrinking ads into a high-conversion powerhouse.