Google Ads starts conversations: the new message assets
Author: Mariliis Uibomäe · Published: · Last updated:
In brief
Google Ads' new message asset, currently in beta, adds a button to Search and Performance Max ads that opens a chat in apps such as WhatsApp or Messenger. Google can optimise for "Conversation started" conversions, but the messages themselves are not stored in Google Ads. It suits services and high value products where customers ask before buying, provided someone replies quickly and conversation quality is measured.
Google Ads has a new asset that adds a message button to your ad. A headline click still sends the user to your website as usual, but a message-button click opens the messaging platform of your choice right from the ad. The feature is currently in beta and works with Search and Performance Max campaigns.
How it works
The principle is simple:
- A headline click sends the user to your website like any other ad
- A message-button click opens the selected messaging platform straight from the ad
Supported platforms are WhatsApp, Messenger, LINE, SMS and Zalo. Available options may differ between accounts and markets. When the message button shows, call and lead-form assets do not appear alongside it.
Google can optimise for conversations
Google automatically creates a "Leads from messages" conversion goal, which appears in your conversion actions as "Conversation started". It works with smart bidding: both Maximise Conversions and Target CPA can bid on it.
One thing to watch: the goal can become an account-default goal, so review which campaigns are using it.
What Google Ads records
- Impressions
- Message-button clicks
- Cost and CPC
- Conversions and "Conversation started" conversions
The actual messages are not stored in Google Ads: conversations happen and are managed inside the messaging platform itself.
Who should test it
Message assets suit businesses where customers ask about price, availability or fit before buying:
- Service businesses
- Real estate
- Automotive
- Travel and accommodation
- Courses and consultations
- Custom or high-value products
Fast replies are part of the campaign
- Aim for a human reply within five minutes of the first message
- Cover evenings, weekends and holidays with an automatic reply
- Tell the customer when they should expect a response
- Make it clear who owns incoming conversations
Before you switch it on
- Confirm someone can actually manage the messages
- Avoid requesting sensitive information in chat
- Compare conversations against qualified leads and sales, not just volume
- Use campaign-specific goals during the initial test
- Do not optimise for easy-to-generate but low-quality conversations
- Define upfront what counts as a "qualified" conversation, so quality is measurable from day one
A small setup change, but a real shift in how customers reach you. Message assets will not fit every account, but for the businesses listed above a structured test is well worth it. If you want to assess whether this suits your campaigns, get in touch.
Frequently asked questions
What is the Google Ads message asset?
The message asset adds a message button to your ad that opens WhatsApp, Messenger, LINE, SMS or Zalo directly from the ad. A headline click still goes to your website.
Which campaigns support message assets?
The feature is in beta and works with Search and Performance Max campaigns. Available platforms may vary by account and market.
Does Google Ads store the conversations?
No. Google Ads measures impressions, clicks, cost and "Conversation started" conversions, but the conversations happen and are managed in the messaging platform.
Who are message assets best suited for?
Businesses whose customers ask about price, availability or fit before buying, such as service businesses, real estate, automotive, travel, training and high value products.
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