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Assets are reusable pieces of ad content — sitelinks, callouts, and structured snippets — that live once in a shared library and attach to your account or individual campaigns by reference. Defining them in one place (conventionally assets.toml) means a single edit updates every ad that uses the asset, and your account root and campaigns only ever refer to assets by a short ID instead of repeating their content.

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Full Example

[[assets]]
key = "sl-pricing"
type = "SITELINK"
link_text = "Pricing"
description1 = "Simple per-seat plans"
description2 = "No hidden fees"
final_url = "https://www.example.com/pricing"

[[assets]]
key = "co-soc2"
type = "CALLOUT"
callout_text = "SOC 2 Type II"

[[assets]]
key = "ss-product-types"
type = "STRUCTURED_SNIPPET"
header = "Types"
values = [ "SQL Review", "Data Masking", "Access Control" ]

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Referencing Assets

Each asset is attached elsewhere by ID. Attachments are lists of strings in [account] or [[campaigns]] (sitelinks, callouts, structured_snippets) that point back into this library. A reference matches either of two identifiers:
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id
string
The Google-issued asset ID. Adjar writes this back automatically after it creates the asset — you normally don’t author it by hand.
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key
string
An optional local alias you choose (e.g. "sl-pricing"). Use a key so a brand-new asset — one that has no id yet — can still be referenced from an attachment list and be created and linked in a single apply. Keys must be unique within the library.Keep keys short and descriptive (sl-pricing, co-free-trial, ss-product-types) so both you and your AI agent can reference them unambiguously.
Give every asset a key. Without one, an asset that has not yet been created (no id) cannot be attached, because there is nothing stable to reference it by.
Assets are mutable: editing an asset’s content is an in-place update on the next apply, not a recreate, so the asset keeps its ID and stays attached.

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[[assets]] — common fields

Every asset entry carries these, plus the type-specific fields below.
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type
string
required
The asset type. Determines which content fields apply.
ValueDescription
"SITELINK"An extra link beneath the ad, with its own URL and optional descriptions
"CALLOUT"A short, non-clickable highlight phrase
"STRUCTURED_SNIPPET"A header plus a list of related values
A sitelink adds a clickable link below your ad, pointing to a specific landing page.
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link_text
string
required
The clickable link text. Maximum 25 characters.
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description1
string
Optional first description line shown under the link in some placements. Maximum 35 characters.
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description2
string
Optional second description line. Maximum 35 characters. Supply both description lines or neither.
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final_url
string
required
The landing page URL the sitelink points to.
[[assets]]
key = "sl-pricing"
type = "SITELINK"
link_text = "Pricing"
description1 = "Simple per-seat plans"
description2 = "No hidden fees"
final_url = "https://www.example.com/pricing"

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CALLOUT

A callout is a short phrase that highlights a selling point. Callouts are not clickable.
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callout_text
string
required
The callout phrase. Maximum 25 characters.
[[assets]]
key = "co-soc2"
type = "CALLOUT"
callout_text = "SOC 2 Type II"

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STRUCTURED_SNIPPET

A structured snippet pairs a predefined header with a list of related values, e.g. Types: SQL Review, Data Masking, Access Control.
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header
string
required
The snippet header. Must be one of Google’s predefined values (validated against the account’s language). Adjar accepts the English set:Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Services, Shows, Styles, Types.
Despite some older Google documentation, Features is not an accepted header; use Services or Types instead.
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values
array of strings
required
The snippet values. 3–10 values, each a maximum of 25 characters.
[[assets]]
key = "ss-product-types"
type = "STRUCTURED_SNIPPET"
header = "Types"
values = [ "SQL Review", "Data Masking", "Access Control" ]
  • Account Root — attaching assets account-wide
  • Campaigns — attaching assets per campaign and how override vs. inherit resolves