Short answer
A structured snippet generator picks a header from Google's predefined list, such as Service catalog or Types, and writes the values listed under it. Each snippet needs 3 to 10 values of up to 25 characters, and Google suggests 12 characters or fewer for mobile. Computers can show up to 2 headers, while mobile and tablet show 1.
How to use the Google Ads Structured Snippet Generator
- Enter your business and list what you sell, one product or service per line.
- Choose the headers you want, or let the tool suggest the ones that fit your business.
- Generate up to 3 snippets and review the values; those of 12 characters or fewer are marked as mobile friendly.
- Fix anything flagged, such as a value that does not fit its header, then copy the snippets or download the CSV.
What are the structured snippet headers?
Structured snippets, once called structured snippet extensions, use a fixed set of headers. You choose the header that describes your list rather than writing your own. These are the 13 headers Google lists in English on its structured snippet help page, with a plain-English note on what each one is for:
| Header | Values it lists |
|---|---|
| Amenities | Features of a place, such as a hotel or venue |
| Brands | Brands you actually sell |
| Courses | Courses or classes you teach |
| Degree programs | Degrees a school offers |
| Destinations | Places a trip or tour goes |
| Featured hotels | Hotels you book or feature |
| Insurance coverage | Types of coverage you offer |
| Models | Models you sell, without manufacturer names, specs or years |
| Neighborhoods | Neighborhoods you cover |
| Service catalog | Services you offer |
| Shows | Shows or performances |
| Styles | Styles of a product, such as furniture styles |
| Types | Types of a product or service |
For most local service businesses, Service catalog and Types fit best. A store that resells other companies' products can also use Brands, but Google's structured snippet requirements say those values must be "actual brands offered by the advertiser".
What are the rules for structured snippet values?
- 3 to 10 values per snippet. Google's help page says "Enter at least 3 values". Its API asset definitions and its Scripts reference both cap a snippet at 10.
- Up to 25 characters per value, per the API definitions. For campaigns that serve on mobile, Google's advice is shorter: "think 12 characters or fewer".
- Values must match the header. Drain cleaning is a service, so it belongs under Service catalog, not Brands.
- One item per value. "Cleanings and fillings" should be two values.
- No promotional text such as "Sale" or "Free shipping".
- No attention-grabbing punctuation or symbols, including emoticons.
- No repeats, within a header or across headers.
Some headers carry their own rules. Models, for example, must leave out manufacturer names, specs and years. The generator checks the fit, the one-item rule, promotional text and duplicates, but its flags are warnings: Google's review decides whether a snippet is approved.
How many structured snippets show with an ad?
On a computer, an ad can show up to 2 snippet headers at a time. On mobile and tablet it shows 1. Google recommends at least 4 values per header and more than one header. Snippets can be set for the whole account, one campaign or one ad group.
The generator writes 1 to 3 snippets with 4 to 10 values each, and marks values of 12 characters or fewer as mobile friendly. If a snippet is made up only of long values, swap in a few short ones to follow Google's mobile advice. The values are written by an AI model and checked on our server against the 25-character limit, with 10 free runs a day.
Structured snippet examples for small businesses
Each of these fictional examples uses one header and lists single items that clearly belong under it:
| Business | Header | Values |
|---|---|---|
| Plumbing company | Service catalog | Drain cleaning, Water heaters, Leak detection, Sewer lines, Repiping |
| Dental practice | Service catalog | Cleanings, Fillings, Crowns, Implants, Whitening |
| Cleaning company | Types | Deep cleaning, Move-out cleaning, Office cleaning, Post-construction |
| Driving school | Courses | Defensive driving, Road test prep, Adult lessons, Highway driving |
| Furniture store | Styles | Mid-century, Farmhouse, Coastal, Industrial, Traditional |
Notice what is missing: no prices, no "best", no offers. A snippet describes what you have. Selling points belong in callouts, and pages you want people to visit belong in sitelinks.
Common structured snippet mistakes
- Picking a header for how it sounds. Listing services under Amenities breaks the match rule. Use Service catalog or Types.
- Writing selling points as values. "Fast service" and "Fair prices" are not a list of things you offer. Turn them into callouts with the Callout Generator.
- Combining items. "Repairs and installs" should be two values: "Repairs" and "Installs".
- Slipping in an offer. "Sale on water heaters" is promotional text. Advertise discounts with the Promotion Asset Generator instead.
- Using the same value twice, such as "Drain cleaning" under both Service catalog and Types.
- Stopping at 3 values. Google accepts 3, but it recommends at least 4.
Writing values by hand? Run them through the Google Ads Character Limit Checker before you upload them.
Sources
- About structured snippet assets (Google Ads Help)
- Structured snippet requirements (Advertising Policies Help)
- Google Ads API asset definitions (googleapis on GitHub)
- AdsApp.SnippetBuilder (Google Ads Scripts)
Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.