What should I set up before using message assets in Google Ads?

Before setting up message assets, ensure you have a WhatsApp Business app or platform with an active phone number ready to use for the asset. You’ll also need to configure Google Ads message assets with this WhatsApp number, select the country, and enter a starter message that meets Google Ads policies.

How do I provide my WhatsApp Business number in Google Ads?

In the message assets configuration, select your country and enter your WhatsApp Business number in the "WhatsApp phone number input" box.

Can I mention WhatsApp in my ad headline?

No, avoid mentioning WhatsApp in your headline. Including WhatsApp in the headline may cause clicks to redirect to your website instead of starting a WhatsApp conversation.

What type of starter message should I use?

Your starter message should be clear, honest, and compliant with Google Ads policies. Avoid misleading statements, exaggerated claims, or content that may confuse users about your business. Ensure your message doesn’t use clickbait or sensationalist text just to get clicks. Instead, present what your business offers to ensure users understand they’re interacting with an ad. Also, avoid content that conceals key information or makes it unclear who’s behind the message.

What bid goal should I select when creating a message asset in Google Ads?

When creating a message asset, select “Conversions” as your bid goal. If your primary objective is Conversion-Based bidding, set it to Max Conversions or Target CPA (CPA) for the best results. If you prefer Value-Based bidding, choose Target ROAS and Max Conversion Value to optimize the campaign for maximum return on ad spend.

Do other asset types show with message assets in Google Ads?

No, when serving the message button, other asset types like calls, lead forms, or links won’t appear alongside it. The message asset will only display the WhatsApp message option to streamline interactions.

How should I set up conversion goals for my message assets?

Start with your existing account-level conversion goals. Once your campaign has generated one conversion, you can set a “Leads from Messages” goal at the account level, making it available for future campaigns with message assets.

Is reporting available for message assets in Google Ads?

Yes, standard Google Ads reporting supports message assets. You can view detailed metrics in your Google Ads account or access the Reporting Editor for a comprehensive analysis.

Why aren’t my message assets serving?

If your message assets aren’t serving, they may be limited due to Google Ads Advertising policies. Restricted content includes sexual content, gambling, misuse of personal information, affiliate networks, healthcare-related content, unavailable offers, alcohol, political content, and trademarks. Reviewing and adjusting your ad content per these guidelines may resolve the issue.

What should I do if my message assets are flagged as a sensitive vertical?

If flagged as a sensitive vertical, remove the restricted content and resubmit for review. If the issue continues, contact Google Ads support for further assistance.

What should I check if my campaign is not showing impressions but hasn’t been flagged?

Verify your account goals to ensure you’re not using an outdated campaign goal, like “Leads from messages (Google Hosted).” Use the updated “Leads from messages” account goal to improve campaign delivery.

Which campaign types support message assets in Google Ads?

Message assets can be used with Search and Performance Max campaigns in Google Ads.

In which countries are message assets available?

Message assets are available in Argentina, Brazil, Chile, China, Colombia, Hong Kong, India, Indonesia, Malaysia, Mexico, Peru, Singapore, and Thailand. These regions support message assets for businesses to connect directly with users via messaging in Google Ads campaigns.

What are text assets in Google Ads?

Text assets in Google Ads combine elements like headlines, long headlines, descriptions, display URLs, business names, and calls to action. These components are used in unique variations to help maximize ad performance and reach your campaign goals effectively.

What is Google Messages?

Google Messages is a text messaging app developed by Google for Android and Wear OS. Formerly known as Messenger, Android Messages, and Messages by Google, it supports SMS, MMS, and RCS messaging, offering users an enhanced messaging experience on Google’s mobile operating systems.

What is Google Message Asset and how to set up click to Whatsapp ads

Today’s mobile-first customers expect brands to be accessible and responsive on their terms. In response, Google introduced its own click-to-WhatsApp Ads—a solution that connects customers directly with businesses through WhatsApp, providing a familiar and instant messaging experience.

For businesses that thrive on instant communication and building customer relationships, these ads offer a fast-track path to engage, convert, and retain clients—all through the messaging app your audience already loves.

Why use click to WhatsApp Ads?

With a remarkable 98% open rate, WhatsApp messages have a way of catching users’ attention right away. Most people can’t resist a new message notification, making WhatsApp an ideal platform for quick, meaningful engagement.

Here’s why more businesses are using Click-to-WhatsApp Ads:

Click-to-WhatsApp ads let you reach customers from first-time discovery to repeat purchases, maximizing ad impact at each step.
These ads help you find and qualify leads who align with your ideal customer profile, boosting reach and relevance.
Not every shopper is ready to buy immediately; many want more information. WhatsApp gives them a direct way to ask questions and get recommendations.
With WhatsApp bots, customers can easily browse items, place orders, and even check out.

What is Message Asset in Google Ads & how does it work?

A Message Asset in Google Ads is a new feature that helps redirect clicks from your audience directly to your WhatsApp account, enabling potential customers to initiate a conversation with your business instantly.

How does the message asset work?

Google Ads offers various ad assets, including headlines, descriptions, links to specific website sections, call buttons, and location information. When you create a Google Ad, you can configure a message asset or button specifically as part of your ad’s assets.

Here’s how it works:

If a user clicks or taps on your ad's headline, they’ll be directed to your website.
If they click the messaging call-to-action button, they’ll immediately start a WhatsApp conversation with your business.

Message ads appear as extensions to your text ads on Android and iOS devices, allowing seamless integration of WhatsApp into your ad strategy.

Google Ads introduced a new conversion action called ‘conversation started’ to help measure engagement more accurately. When a user clicks your WhatsApp message asset and initiates a chat, this action is logged, offering valuable insights into how effectively your message-based ads drive interaction and conversions.

How do you add message assets to new & existing campaigns?

1. New Campaign

1. Go to your Google Ads account and click the Create button.

google ads dashboard with "create" button highlighted in blue.

2. Select Campaign, and choose Leads as your campaign objective.

dropdown menu with options like campaign, ad group, and asset

campaign objective selection screen showing goals like sales, leads, and awareness

3. Select Search or Performance Max as your campaign type, then click Continue.

campaign type selection with options such as search, performance max, and video

4. Choose Messages from your ads as your goal.

options to choose how to reach goals, highlighting "messages from your ads.

5. Click Continue to finalize the campaign setup.

2. Existing Campaign

1. In your Google Ads account, click the Campaigns icon.

2. Select Campaigns from the dropdown menu and choose the specific campaign.

3. Click the gear icon to open Settings.

4. Under Goals, select Messages from your ads.

5. Click Save.

How can you configure Google message assets in Google Ads?

Once you've added message assets to your campaign, you can configure them in two ways:

From the account-level

1. In your Google Ads account, click on the Campaigns icon.

google ads menu with "campaigns" section highlighted in blue

2. Select Assets from the dropdown menu.

google ads menu showing "assets" section expanded

3. Click the blue + button and choose Message.

add asset" button highlighted in google ads assets tab

dropdown menu for selecting asset types, highlighting the "message" option

4. Enter your WhatsApp number and a starter message that will display with your ad.

message creation form in google ads showing preview and message setup fields

During campaign creation

In your Google Ads account, start creating a Search or Performance Max campaign.
In the More asset types section, select Messages.
Enter your WhatsApp number and a starter message for your ad.

This setup will allow users to initiate a conversation on WhatsApp directly from your ads.

Pros and cons of Google’s click to WhatsApp ads

Pros of Google’s click to WhatsApp ads

Here are the specific advantages of Google’s click to WhatsApp ads:

1. Targeting precision

With Google Ads’ advanced targeting options, you can reach the right audiences based on search intent, location, demographics, and more—ensuring your ad dollars are well spent.

2. Seamless integration

These ads can be easily added to existing or new Google campaigns, allowing businesses to enhance engagement on WhatsApp without reworking their ad strategies.

3. Detailed tracking for ROI

Google provides robust tracking tools to measure key metrics like:

Impressions
Clicks
Cost
CTR (Click-Through-Rate)
CPC (Cost Per Click)
Conversions
View-through conversions
Offline tracking: Store visit rate/store sale rate

You can see exactly how your click to WhatsApp Ads perform and optimize your spending.

4. Instant customer connection

Users can connect with your business directly on WhatsApp with one click, making customer interactions fast, convenient, and highly engaging.

5. Cost-effective engagement

Higher engagement rates on WhatsApp mean you’re likely to get better results per ad dollar, as users quickly open and interact with messages.

Cons of Google’s click to WhatsApp ads

Let’s look at some of the limitations to keep in mind with Google’s Click-to-WhatsApp Ads:

1. Message assets in beta

This feature is still in beta, so that access may be limited. If you’re unable to set up message assets, it might not yet be available for your account.

2. Complex setup for newcomers

The configuration process can be challenging, especially for those new to Google Ads. It requires some experience to understand and fully set up the ads.

3. Policy limitations

Google Ads’ strict advertising policies apply to Click-to-WhatsApp Ads as well, so you’ll need to ensure compliance. It’s a good idea to review Google’s policies to avoid any potential issues.

4. Relatively new feature in the Google Ads ecosystem

Although click-to-WhatsApp Ads have been around on other platforms, Google’s recent introduction of this feature means its audience may need time to recognize and trust, so it could require patience for engagement to build.

Why Meta click to WhatsApp ad could be your best alternative to WhatsApp Google Ads?

It may take months or even years before WhatsApp Google Ads are fully accessible to all advertisers. It can feel like a missed opportunity if you’re interested in taking advantage of the benefits, but access to WhatsApp Google Ads is not available to your Google Ads account yet.

One approach is building a strong presence on WhatsApp by using Click-to-WhatsApp options on Facebook and Instagram.

Meta CTWA Ads offer a similar experience, with the bonus of being fully accessible to all businesses today.

Here’s why Facebook click to whatsapp ads could be the perfect solution:

Fully integrated on familiar platforms

Meta’s Click-to-WhatsApp Ads work seamlessly on Facebook and Instagram, where millions engage daily. This format lets you connect with customers on WhatsApp through platforms they already trust.

Engage leads with guided chats

Use icebreakers and guided chats to collect info, recommend products, and hand off to sales agents. Customers can browse, add items to their cart, and even check out—all within WhatsApp.

Boost retargeting with first-party data

Capture names, numbers, and interests directly in your CRM. This data allows you to reengage specific segments with tailored messages, maximizing ROI and reducing CPC.

Track the full customer journey

Go beyond impressions and clicks by tracking which Facebook ads drive conversations, labeling leads, and assessing inquiries. This gives a complete view of your campaign’s success.

Businesses have seen tremendous success with Facebook click-to-WhatsApp ads. For example, Design4U achieved SG$450 K in revenue and doubled its leads in just two months using this ad format.

I would recommend SleekFlow Automation to others. When the leads come in from Facebook, the auto replies can resolve their enquiries and our sales team can reach out to them instantly.

Timothy Poh

Marketing Director of How2design4u

If you’re ready to capitalize on WhatsApp as a customer interaction channel without waiting for Google CTWA to become widely available, Meta’s Click-to-WhatsApp Ads could be exactly what you need.

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What is Google Message Asset and how to set up click to Whatsapp ads?