E-commerce
October 1, 2026
Wondering how the new Google Ads setup simplifies ad creation?
Good news: Google has unified the management of extensions and responsive ads into a single tab. No more jumping back and forth between menus, you can now create and edit your ads and their extensions in one place, saving precious time for e-commerce merchants.
A word of warning, however: this simplification does not change your advertising strategy. It mainly alters the interface and reporting, with new data on the performance of each element. You still need to know how to interpret them to optimize your campaigns.
So, how can you take advantage of this new setup? On the agenda:
What concrete changes are there in the Google Ads interface?
How does the new assets report work?
What best practices should you adopt for your responsive ads?
How can Qstomy help you improve your post-click conversions?
What checklist should you follow before launching a campaign with the new interface?
Let's get started.
Summary
What concretely changes in the Google Ads interface?
In September, Google announced two major changes in Google Ads. First, "extensions" are now called "assets". Second, you can create and modify these assets in the same tab as responsive search ads (RSA).
Before, you had to manage ads on one side and extensions on the other, in separate sections of the interface. Now, everything is done in the same place. You see all possible combinations of your complete ad: headlines, descriptions, sitelinks, callouts, etc.
This evolution shows that Google considers assets to be a key performance element. The more you add, the more possibilities the algorithm has to assemble the ideal ad. For an e-commerce merchant, this means faster creation and a clearer overview. In addition, the new interface allows you to visualize in real time the impact of each asset on your ad quality, making quick adjustments easier.
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What does the change in terminology to "assets" mean for your ads?
The change in terminology is not insignificant. By speaking of "assets", Google emphasizes that these elements are not mere additions, but essential components of your ads. Each asset—sitelink, callout, price, promotion—strengthens your ad and improves its relevance.
For an e-commerce business, this means you must consider each extension as an opportunity to enrich your message. For example, a sitelink to your "Free Delivery" page or a callout about your free returns can make the difference against a competitor.
By grouping the creation of ads and assets together, Google is pushing you to adopt a more holistic approach. You are no longer creating an isolated ad, but a coherent set that will be dynamically assembled by the algorithm. This global vision helps you better understand how each element contributes to the overall performance of your campaigns.
How do the new asset and association reports work?
The new interface introduces two distinct reports. The first, called "Assets", displays Google's evaluation for each of your headlines and descriptions. This evaluation, named "performance rating", features five levels: "Best", "Good", "Low", "Learning", and "Not rated".
Google does not reveal how it calculates these ratings. You only see the number of impressions per asset. It is frustrating, but it provides an indication of which elements the algorithm favors.
The second report, "Association", shows the performance of other assets (sitelinks, callouts, etc.) with traffic metrics at the account, campaign, or ad group level. For example, you can compare conversions for ads using sitelink A against those using sitelink B. This data allows you to quickly identify the assets that generate the most engagement and adjust your strategy accordingly.
What does the combinations report show and how should it be interpreted?
The combinations report has also been updated. It displays the number of impressions for each mix of responsive ads and assets. This allows you to see which combinations Google assembles most frequently and how they appear on search result pages.
Please note: this report does not provide conversion data for each combination. It only gives you an idea of the algorithm's preferences. This is useful for understanding which messages are being highlighted, but insufficient for judging actual performance.
For a merchant, this remains valuable: you can identify the combinations that generate the most impressions and ensure they align with your goals. If a combination highlights a weak selling point, you can adjust your assets. By regularly monitoring this report, you can refine your ads to maximize their impact.
What best practices should you adopt for your responsive ads?
Simplifying the interface does not change the fundamentals. You must still use the 15 headlines and 4 descriptions possible. And add as many assets as relevant: sitelinks, callouts, structured snippets, and images are now practically standard.
Use price and promotion assets when they apply. For example, a free shipping offer or a welcome discount can be highlighted. Ads are no longer just headlines and descriptions, but rich and diverse combinations.
Consider replacing assets rated "Low", but do not delete a responsive ad that converts well, even if its rating is low. The algorithm learns continuously, and a high-performing ad deserves to be kept. By diversifying your assets, you give Google more material to create winning combinations.
How to use the performance index to improve your ads?
The performance rating is a qualitative evaluation from Google. It classifies your headlines and descriptions into five categories, but without detailed explanation. You do not know why a headline is "Best" rather than "Good".
Use this index as a signal, not as an absolute truth. A "Low" asset can be improved by testing new wordings. A "Learning" asset needs more data before receiving a definitive rating.
The important thing is to follow the trend over time. If a headline goes from "Good" to "Best" after a few weeks, it means Google deems it more relevant. Keep testing new variations to feed the algorithm. By analyzing these trends, you can identify the messages that resonate best with your audience.
What impact does this simplification have on your e-commerce strategy?
The new configuration simplifies creation, but it does not affect your strategy. You still need to define your objectives, choose your keywords, and manage your bids. The difference lies in the speed of execution and the visibility of performance.
For an e-commerce, this means you can launch campaigns faster, test more variations, and adjust more finely. The time saved in the interface can be reinvested in data analysis and the optimization of your conversion funnel.
Remember that advertising does not stop at the click. Once the user is on your site, your product page, your checkout process, and your customer service play a crucial role. This is where tools like Qstomy can make a difference. By optimizing each step, you maximize the return on investment of your campaigns.
What are the limits of this new configuration?
Google has not commented on the impact of these changes on Google Ads Editor. For many campaigns, this tool remains more efficient for copying and pasting ads and assets in bulk. The Editor interface will likely be updated, but with no specific timeline.
Another limitation: the lack of transparency regarding performance metrics. You cannot see conversions for each asset or combination. Google is probably concerned that advertisers will pause everything that does not perform, thereby reducing data for its algorithm.
This approach is understandable, but frustrating for merchants who want to optimize in depth. A balance must therefore be struck between letting the algorithm learn and maintaining control over your spending. By closely monitoring your reports, you can identify trends and adjust your strategy accordingly.
How to leverage the new reports to optimize your campaigns?
The new reports provide you with valuable insights. The "Assets" report shows you which headlines and descriptions are performing best according to Google. Use it to refine your messaging and test new phrasing.
The "Association" report allows you to compare assets with each other. For example, if a sitelink to your delivery page generates more conversions than a link to your contact page, you know where to focus your efforts.
The combinations report, on the other hand, helps you visualize how your ads are put together. Even without conversion data, it gives you an idea of what your audience sees. Combine this information with your own sales data to make informed decisions. By fully leveraging these reports, you can continuously improve the relevance of your ads.
What mistakes to avoid with the new Google Ads interface?
First mistake: neglecting assets. With the new interface, it is tempting to focus solely on headlines and descriptions. But assets such as sitelinks, callouts, and prices are essential for improving your click-through rate.
Second mistake: removing an asset rated "Low" too quickly. Sometimes, a seemingly weak asset can work in certain combinations. Give it time to collect data before replacing it.
Third mistake: ignoring reports. The new interface offers more data, but you still have to use it. Take the time to analyze them regularly to adjust your campaigns and maximize your return on investment. By avoiding these pitfalls, you can get the most out of the new configuration.
How can Qstomy help you improve your post-click conversions?
Qstomy, the Shopify AI agent, steps in after the click to transform traffic into sales. It guides your visitors toward purchase through personalized recommendations, upsell and cross-sell suggestions, and smart cart management.
Concretely, Qstomy can track packages, answer FAQs, and manage returns, which reduces friction and increases trust. For a merchant investing in Google Ads, every converted visitor is precious. Qstomy maximizes your chances of conversion.
With more than 100 merchants supported, Qstomy is designed to integrate easily into your Shopify store. It complements your advertising efforts by optimizing the post-click experience, right where the conversion happens. By combining effective advertising and an optimal user experience, you can significantly increase your sales.
Which checklist should be followed before launching a campaign with the new interface?
Before launching your next campaign, make sure you have correctly configured all the elements. Here is a quick checklist:
Assets: have you added at least 8 to 10 headlines and 3 to 4 descriptions?
Sitelinks: are they relevant and do they point to useful pages?
Callouts: do they highlight your unique selling points?
Prices and promotions: are they up to date and in line with your offers?
Tracking: have you set up conversion tracking to measure your results?
In brief
The new Google Ads setup simplifies ad creation by grouping assets and responsive ads together. Use the new reports to refine your messaging, but keep a clear strategy. And don't forget: the conversion also plays out after the click.
FAQ
Can I still use Google Ads Editor? Yes, but the interface has not yet been updated to reflect the changes. Stay tuned for updates.
Should I delete assets rated "Low"? Not necessarily. Test new variations first and let the algorithm learn.
How can Qstomy help me with my campaigns? Qstomy optimizes the post-click experience, improving your conversion rates and return on ad spend.
To go further: How to drive traffic to an online store (SEO, ads, social media)? - Qstomy, Google Analytics for marketing: ads, traffic and performance (GA4) - Qstomy, How does Google Ads assemble responsive search ads? - Qstomy, How does Google rank Shopping ads? Ad Rank, feed and bidding - Qstomy, How to build an e-commerce Facebook Ads strategy? - Qstomy, How does SEO work for e-commerce sites? - Qstomy, How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy.
Enzo
October 1, 2026
