Introduction

In today’s digital-first world, real-time communication is everything. While most businesses run Google Ads to drive traffic to landing pages, users often prefer a faster, more personal way to connect — through WhatsApp.

Now, with Google Ads Message Assets, you can let customers start a WhatsApp conversation directly from your ad. This means higher engagement, better-quality leads and faster conversions.

In this article, we’ll show you how to add WhatsApp to Google Ads step by step, along with eligibility requirements, setup instructions, and troubleshooting tips.

What Are Google Ads Message Assets?

Message Assets (formerly “Message Extensions”) allow your Google Ads to include a button or link that opens a chat with your business — via WhatsApp, SMS, Facebook Messenger, or Zalo.

When users click on your ad, they can choose to:

• Visit your website (by clicking the headline), or
• Start a WhatsApp chat (by clicking the message button).

This feature helps businesses engage users instantly — without friction — turning high-intent searches into real-time conversations.

Example: A user searches “best RO water filter in Riyadh” and clicks “Chat on WhatsApp” on your ad to ask product details instantly.

Why Use WhatsApp Message Assets in Google Ads

Adding WhatsApp as a message asset can significantly improve lead quality and conversion rates. Here’s why:

Instant Communication: Users can message you directly without visiting your website.
High Intent Leads: WhatsApp chats often come from users who are ready to take action.
Personalized Engagement: Enables your team to respond personally and build trust.
Better Conversion Tracking: When integrated with GA4 or CRM tools, you can track conversions from chats.
Improved Mobile Experience: Especially effective for smartphone users searching locally.

Requirements Before You Begin

Before setting up WhatsApp as a message asset, ensure you meet these requirements:

• Verified Google Ads Account with a positive policy compliance history.
• Active WhatsApp Business Number registered with a valid country code.
• Completed Advertiser Verification Program.
• Ad content compliant with Google Ads policies (no restricted verticals like healthcare, politics, gambling, or adult content).
• “Leads” objective selected in your campaign setup.

Note: If you’re a new advertiser, your message asset impressions may be limited initially until Google verifies positive user engagement.

How to Add WhatsApp to Google Ads (Step-by-Step Guide)

Follow these steps to add a WhatsApp message asset to your Google Ads campaign:

Step 1: Create or Edit a Campaign

• Go to your Google Ads dashboard.
• Click the “+ Create” button and choose Campaign.
• Select “Leads” as your campaign objective.

When you select this goal, Google automatically creates a new conversion goal called “Leads from Messages” once your message asset is added.

Step 2: Choose Campaign Type

You can use message assets with the following campaign types:

• Search Campaigns
• Performance Max Campaigns

Choose either and click Continue.

Step 3: Select Message as Conversion Goal

Under “How do you want to reach your goal?”, select:

Messages from your ads

Then click Continue.

Step 4: Configure Message Asset

You can add the WhatsApp message asset in two ways:

Option A: From Account Level

1. Go to the Assets section in the left-hand menu.
2. Click the blue + button and select Message.
3. Choose WhatsApp as your messaging platform.
4. Enter your country and active WhatsApp Business number.
5. Add a Starter Message — this is what users will send when they start a chat (for example, “Hi! I’m interested in your services.”).
6. Save your settings.

Option B: During Campaign Creation

1. While setting up your ad, scroll to the Ads & Assets section.
2. Click “+ Message” under the Messages dropdown.
3. Choose WhatsApp and add your Business number and starter message.
4. Save and publish the campaign.

Step 5: Choose Your Bidding Strategy

When using message assets, Google recommends Conversion-Based Bidding:

• Maximize Conversions or Target CPA (tCPA)
• If using value-based bidding, use Target ROAS

This ensures Google optimises for users who are most likely to initiate a WhatsApp chat.

Where WhatsApp Message Ads Appear

• Android: Message ads appear globally.
• iOS: Available in select countries, including India, UAE, Saudi Arabia, UK, Germany, Malaysia, Singapore and 40+ others.

Your ad will show:

• Headline and description
• Display URL
• WhatsApp message button

When users click the button, it opens a chat directly in WhatsApp.

Tracking and Reporting

You can view performance metrics in your Google Ads account or Reporting Editor:

• Impressions
• Clicks
• CTR (Click-Through Rate)
• CPC (Cost per Click)
• Conversions
• View-through Conversions
• Store Visits or Sales (if applicable)

To track conversions effectively, integrate your WhatsApp interactions with Google Analytics 4 (GA4) or your CRM system for offline conversions.

Troubleshooting Tips

If your WhatsApp message assets are not serving impressions:

• Ensure you haven’t mentioned “WhatsApp” in your headline or description.
• Check if your ad complies with Google Ads content policies.
• Verify that your WhatsApp Business number is active.
• Avoid restricted industries (healthcare, gambling, alcohol, politics).
• If your campaign goal is outdated (e.g., “Leads from messages (Google hosted)”), update to “Leads from messages.”

If everything looks fine but still doesn’t serve, contact Google Ads Support for review.

Expert Insight – Mercado Global Media

At Mercado Global Media LLP, we’ve seen WhatsApp message assets dramatically improve lead quality for local and e-commerce businesses.

By combining Google Ads + WhatsApp + GA4 tracking, brands can map the entire user journey — from ad click to chat to conversion — allowing for smarter retargeting and lower acquisition costs.

If you want to optimise this setup or integrate with your server-side tracking, our marketing technology specialists can help.

Conclusion

Integrating WhatsApp with Google Ads through Message Assets gives your customers a frictionless way to reach you — instantly, personally, and at the moment of purchase intent.

Whether you’re running ads for e-commerce, services, or local businesses, this feature can help you:

• Generate higher-quality leads
• Improve conversion tracking
• Offer faster response times

Start using WhatsApp message assets today and make every Google Ads click count.

Need Expert Setup?

Get professional help with Google Ads, GA4, and WhatsApp integration.
Contact Mercado Global Media LLP to power your business with advanced marketing technology and real-time communication strategies.

FAQs on Adding WhatsApp to Google Ads:

Reference:

Platform	URL
Google	https://support.google.com/google-ads/answer/14888522