Click to Message Assets on Google

The new click-to-WhatsApp assets on Google are slowly coming out of Beta, which can be used across both Search and Performance Max campaigns. These assets started off life in Brazil and India, but are now available (at the time of writing) across 12+ countries - not yet any countries in Europe, however.

What are Click-to-WhatsApp Assets on Google?

Click-to-WhatsApp assets (or just Message Ads) direct the user to a pre-filled WhatsApp message after a user clicks on the messaging CTA/button on either iOS or Android.

Although I don’t have an example, but from what I understand the messaging CTA will appear below the main Headline and Description of the ad, and when it does show, other assets such as Lead Gen forms or Call extensions won’t show.

How would I use Click-to-WhatsApp Assets on Google?

To be honest, I’ve never had a huge amount of success with assets which don’t direct the user to the appropriate website. Assets such as Lead Gen Forms have never really worked for me, even when they have been used for a very high intent audience; I just feel like people use a search engine with the intention to click through to a website and find out more information.

Having said that, there will be users who see a little WhatsApp symbol - if that’s how it’s displayed - and decide to go bold and speak to a person direct. I suppose it all depends on the business and the customer.