Clarification on Supported Campaign Types for Headline and Description Assets

[Ajmal Sarkar]

Dear Team,

I hope this message finds you well.

We are currently integrating with the Google Ads API and are working on managing asset creation and linking for various campaign types. Specifically, we would like to confirm which campaign types support the use of text assets, particularly:

• Headline assets

• Description assets

It would be helpful to understand the compatibility across campaign types (e.g., Search, Performance Max, Discovery, Display, etc.), including any limitations or conditions under which these assets are supported or restricted.

Could you please provide us with the official guidance or documentation on this? If there are API-level constraints or best practices for linking these assets, we’d appreciate those details as well.

Thank you in advance for your support.

Best regards,
Ajmal Hossain Sarkar

[Google Ads API Forum Advisor]

Hi Ajmal,

Thank you for reaching out to the Google Ads API support team.

I recommend you refer to this guide on assets that provides an overview of assets in the Google Ads API. This guide details the primary asset objects involved and their linkages to campaigns, ad groups and customers. Additionally, the guide covers asset types linked to ads, customers, campaigns and ad groups.

This guide about asset creation and usage has details and code example on how to create an asset using the Google Ads API. Also, this subsection has details regarding the different ad and campaign types that support different asset types. Refer to the reporting guide to get the list of assets and their attributes via the Ads API.

I hope this helps.
 

Thanks,
 

Google Ads API Team

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[2025-05-28 14:47:33Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qYO3J:ref" (ADR-00308784)

[Ajmal Sarkar]

Dear Google Ads API Support Team,

Thank you for your prompt response and for sharing the relevant documentation regarding asset creation and management.

However, I would like to kindly clarify a specific point that remains unresolved from our original query.

We are currently integrating with the Google Ads API and are working on managing text assets—specifically:

• Headline assets

• Description assets

We are seeking explicit confirmation on which campaign types these assets are supported for, such as:

• Search

• Performance Max

• Discovery

• Display

• Shopping

• App

• Smart

Could you please provide a clear compatibility matrix or official guidance (with documentation reference) showing:

1. Which campaign types support Headline and Description assets.

2. Any limitations or conditions under which these assets can or cannot be used (e.g., must be linked at ad group level, not available for Smart campaigns, etc.).

3. Whether there are API constraints or best practices specific to linking these assets programmatically.

We reviewed the linked guides, but they do not explicitly break down this compatibility per campaign type, which is critical for our implementation.

We appreciate your continued support and would be grateful if you could help clarify this.

[Google Ads API Forum Advisor]

Hi,

Please note that the text assets are supported for performance max campaigns, ResponsiveSearchAd, ResponsiveDisplayAd, AppEngagementAd and AppAd types.I would suggest you to refer the Use the asset in an ad documentation for more information related to the campaign types. 

Kindly use the below limitations for assets:

1.Make sure that your asset is associated with an active ad group, campaign or account.

2.Unique names are required when creating image and media bundle assets.

3.Once an asset is uploaded to an advertiser's account, it cannot be changed or removed programmatically. You must use ad-level operations to manage associations between individual assets and ads.

I would recommend you to refer Link asset groups to assets in Performance Max retail campaigns for more information regarding linking the assets programmatically through the Google Ads API.

Thanks,
 

Google Ads API Team

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[2025-05-29 11:44:39Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qYO3J:ref" (ADR-00308784)

[Ajmal Sarkar]

Dear Google Ads API Support Team,

Thank you for your response and the detailed guidance regarding asset support and limitations.

I have reviewed the documentation you shared, including the guidelines for using text assets with various ad types such as Performance Max, Responsive Search Ads, Responsive Display Ads, App Engagement Ads, and App Ads.

However, I would appreciate your assistance with a specific clarification:

When I view the asset page, I only see 35 campaigns listed. Even after applying a filter to show only Search-type campaigns, the count still remains at 35.
Could you kindly confirm:

• Which campaign types explicitly support Headline and Description assets?

• Is there a definitive list or method available to verify which of my campaigns are eligible for these asset types programmatically?

This information will help us ensure we are associating assets correctly and optimizing our asset usage through the Google Ads API.

Looking forward to your clarification.

Best regards,
Ajmal Hossain Sarkar

[Google Ads API Forum Advisor]

Hi Ajmal,

Please find the answers to your questions below:

> Which campaign types explicitly support Headline and Description assets?

• The TextAsset is created inline as the ad's headlines and description. The Ads/Campaigns of type - AppAd, AppEngagementAd, ResponsiveDisplayAd, ResponsiveSearchAd, SmartCampaignAd, LocalAd, Demand Gen campaigns and Performance Max campaign support Headline and Description assets.

> Is there a definitive list or method available to verify which of my campaigns are eligible for these asset types programmatically?

• There is no method from the Google Ads API that can help you verify which of your campaigns are eligible for the TextAsset type. As informed in the earlier email, kindly go through the assets and asset creation and usage guides carefully for information about assets in the Google Ads API.

I hope this clarifies.
 

Thanks,
 

Google Ads API Team

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[2025-06-03 13:12:39Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qYO3J:ref" (ADR-00308784)

[Ajmal Sarkar]

Dear Team,

Thank you for your detailed response. Please find my understanding and follow-up clarification below:

I have reviewed both the documentation and your provided explanation. I now understand that TextAssets (Headlines and Descriptions) are supported within the following ad types: AppAd, AppEngagementAd, ResponsiveDisplayAd, ResponsiveSearchAd, SmartCampaignAd, LocalAd, Demand Gen campaigns, and Performance Max campaigns.

However, I need a bit more clarity regarding campaign-level support.

When I attempt to create a headline asset across all campaigns, I can only see campaigns of type SEARCH being listed. Could you please confirm which campaign types (not just ads) support asset creation for headline and description? Specifically, I need to know the eligible campaign types that allow asset creation and linking – not just ad types that may support the assets internally.

It would be helpful if you could provide a definitive list or reference that outlines this clearly from a campaign eligibility perspective.

Looking forward to your clarification.

Best regards,
Ajmal Sarkar

[Google Ads API Forum Advisor]

Hi,

Since you mentioned that you are using Google ads UI to create headlines and you are seeing only search campaigns, that comes under UI related issues and it is out of scope for us. Hence, for this specific query you need to contact Google Ads Product Support team as they can guide you on this.

With regard to your below question, I am checking with the rest of our team and one of our colleagues will reach out to you once we have an update. 

• "Could you please confirm which campaign types (not just ads) support asset creation for headline and description? Specifically, I need to know the eligible campaign types that allow asset creation and linking – not just ad types that may support the assets internally".

Thanks,
 

Google Ads API Team

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[2025-06-04 13:35:23Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qYO3J:ref" (ADR-00308784)

[Google Ads API Forum Advisor]

Hi,

Please note that a single campaign can have multiple ads with various ad types. Whether a headline and description can be used or not is determined by the ad type. So, checking the campaign type in this scenario will not be helpful as Google Ads API is providing us with a more granular approach on ad level.

However, if you are concerned regarding the campaign types, then as per this documentation, the ad types which support headline and description and the campaigns under which those ad types are primarily used are listed below:

• App Ads - App campaigns
• App engagement ad - App Engagement campaigns
• Local ad - Local service campaigns
• Responsive display ad - Display campaigns
• Responsive search ad - Search campaigns
• Smart campaign ad - Smart campaigns

I hope this clarifies your concern. Feel free to reach out for any further concerns/ queries.

Thanks,
 

Google Ads API Team

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[2025-06-05 00:24:24Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qYO3J:ref" (ADR-00308784)

[Ajmal Sarkar]

Dear Team,

Thank you for your response and for providing clarity regarding the relationship between ad types and the usage of headlines and descriptions.

However, to further clarify my understanding, I also checked Google's Help Center . I’ve attached a screenshot from the Google Help Center that appears to suggest. I’d appreciate it if you could kindly confirm if my interpretation is correct based on that reference.

Looking forward to your confirmation to ensure my implementation aligns correctly with API guidelines.

Best regards,
Ajmal Sarkar