Short answer
A price asset generator writes the header and description for each item in a Google Ads price asset, the format many people still call price extensions. Each price asset needs 3 to 8 items, and Google recommends 5 or more. Headers and descriptions can be up to 25 characters each and must not contain prices or promotional text such as "Sale".
How to use the Google Ads Price Asset Generator
- Choose the price type that matches your items, such as Services or Product tiers, and a price qualifier if your prices vary.
- Add 3 to 8 items with the name, the price you charge, the unit if there is one and the page URL.
- Pick Write my headers and descriptions for 2 AI options per item, or Check mine to test text you already have.
- Fix anything flagged, such as a price inside a description, then review the preview cards and copy or download the CSV.
What are the limits for price assets?
A price asset, often still called a price extension, is a set of items. Each item has a header, a description, a price and its own final URL. These are the limits and options:
| Part | Limit or options | Notes |
|---|---|---|
| Items | 3 to 8 | Google recommends 5 or more. The ad shows up to 8 cards. |
| Header | 25 characters | Must fit the price type you chose |
| Description | 25 characters | Must be about its header |
| Price | Its own field | Never inside the header or description |
| Price qualifier | From, up to or average | For prices that vary |
| Unit | Per hour, day, week, month, year or night | For prices charged by time |
| Final URL | One per item | Can repeat; same domain as the ad |
The item counts and the 25-character limits come from Google's price assets help page. The qualifiers and units are the values in Google's Scripts reference for price assets and price items, so the wording in the Google Ads interface may differ slightly.
Which price type should you choose?
The price type tells Google what kind of items you are listing, and every header has to fit it. Google's types are Brands, Events, Location, Neighborhoods, Product categories, Product tiers, Services, Service categories and Service tiers. For a small business the choice usually comes down to these:
- Services for individual jobs, such as a cleaning company listing a standard clean, a deep clean and a move-out clean.
- Service categories for groups of services, such as a salon listing haircuts, color and treatments.
- Service tiers for levels of one service, such as basic, standard and premium lawn care plans.
- Product tiers for levels of one product, such as membership or software plans.
- Events for things people book a place at, such as classes or workshops.
If your items fall into two types, build two price assets rather than forcing them into one.
What can't you put in a price header or description?
Google's price asset requirements keep the text descriptive: the header names the item and the description adds a detail about it. Three rules are easy to break:
- No prices in the text. The amount goes in the price field. "Deep Clean" works as a header; the same header with the price added to it does not.
- No promotional text. Words like "Sale" or "Free Shipping" are not allowed. A discount belongs in a promotion asset.
- The description must be about its header. "Ovens and baseboards" describes a deep clean. "Call today to book" could sit under anything.
Here is a set that follows the rules, for a fictional house cleaning company using the Services type and the From qualifier:
| Header | Description | Price field |
|---|---|---|
| Standard Clean | Dusting, floors and baths | From [your price] |
| Deep Clean | Ovens and baseboards | From [your price] |
| Move-Out Clean | Empty homes, every room | From [your price] |
| Office Clean | Desks, kitchens, floors | From [your price] |
| Window Cleaning | Glass, frames and screens | From [your price] |
Each item can link to its own page, but Google says you "don't need to use a different final URL for each row if you only have one available." Whatever you choose, every URL must be on the same domain as your ad.
Two ways to use the tool
Write my headers and descriptions sends your items to our server, where an AI model suggests 2 headers and 2 descriptions per item. Each suggestion passes a 25-character check first, and you can run the writer 10 times a day for free.
Check mine skips the AI and tests text you already have. The checks cover the 3 to 8 item count, the 25-character limits, prices or promotional words inside the text, and whether each description is about its header. A flag means "look again", not "rejected": Google's review makes the call.
Price asset mistakes to avoid
- Too few items. Google needs at least 3 and recommends 5 or more, so list every service you can price clearly.
- Prices that don't match your site. Show the same price on the landing page. Google's misrepresentation policy covers dishonest pricing.
- A "From" price nobody gets. If you use the From qualifier, the starting price should be one customers can actually book.
- Repeating the header in the description. "Deep Clean" above "Deep cleaning service" wastes the second line.
- Using the wrong asset. Discounts belong in the Promotion Asset Generator. A list of services without prices is a job for the Structured Snippet Generator, and short selling points fit the Callout Generator.
Sources
- About price assets (Google Ads Help)
- Price asset requirements (Advertising Policies Help)
- AdsApp.PriceBuilder (Google Ads Scripts)
- AdsApp.PriceItemBuilder (Google Ads Scripts)
- Misrepresentation (Advertising Policies Help)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.