Google Ads Message Assets, Many people might think that you can already use a LINE Official Account (LINE OA) with a landing page for Google Ads (using just a QR code page doesn’t work). This is something many marketers have done for a long time. However, this old method has a major drawback: we can only track ad clicks. We cannot track the actual number of conversions, meaning we don’t know exactly how many people actually started a chat.
But recently, our team at Digital Break Time discovered a new update in Google Ads accounts. Google Ads Search now allows you to add Google Ads Message Assets. This makes things much more convenient. You can still use your regular website as your main landing page, but now you can attach a messaging app extension at the bottom of your ad. This allows potential customers who see your ad to click and go directly to a chat app to send a message instantly. Please note that this feature is currently in Beta.
Google Ads Search Now Supports LINE OA: Click to Send Messages Instantly
Which Chat Apps Work with Google Ads Message Assets?
It’s not just the LINE app! Google provides several other messaging options to choose from, allowing you to tailor your strategy to your target audience. The supported apps include:
- Facebook Messenger (Meta)
- Zalo
- SMS Message
- LINE
This is a very comprehensive list that you can adapt based on your customer base. For a real-world example from our clients at Digital Break Time: if the target audience is Thai, we definitely prioritize LINE. But if we are doing Digital Marketing in Thailand targeted at foreigners or expats, we will choose WhatsApp instead.
How to Set Up Google Ads Message Assets
Adding this messaging feature is very easy, just like adding any standard ad asset. Here is a simple step-by-step guide:
- Go to your desired Campaign.
- Click on the “Assets” menu.
- Click the “+” button and select “Messages.”
- Choose whether to add this asset at the Campaign or Ad Group level.
- Select “Create New.”
- Pick your preferred chat app (in this case, we will choose LINE).
- Enter your LINE ID starting with an “@” (you can use both Premium and Basic LINE IDs).
- Enter a pre-filled text message. This is the initial message the customer will automatically send to you when they click.
- Choose your desired Call to Action (CTA).
- Finally, fill in the details of that Call to Action.
- Click “Save,” wait a moment for the system to process, and it’s ready to use!
How Does Tracking Work for Google Ads Message Assets?
After you successfully add Google Ads Message Assets for the first time, the Google Ads system will immediately ask if you want to set “Leads from messages” as a Primary Conversion. You can select “Yes.” Personally, our team already tracks clicks to LINE as lead conversions, but adding this specific feature creates a much more accurate tracking channel.
Tracking conversions via “Leads from messages” is highly effective. It requires the person seeing the ad to click the messaging app asset and actually send a message before it counts as a conversion. It no longer counts a simple link click; it tracks the actual initiation of a conversation. This makes it very similar to how Message Ads function on Meta (Facebook) Ads.
It Works on Performance Max (PMax) Campaigns, Too!
Many might wonder if Message Assets are limited only to Search campaigns. Based on tests by Digital Break Time, we found that you can also use them in Performance Max (PMax) campaigns.
The main strength of Performance Max is that it utilizes all of Google’s channels, dynamically adjusting the ad format for each platform. Since Google Search is one of those channels, we can perfectly utilize this messaging feature alongside your Performance Max campaigns to maximize reach.
Why Integrating Google Ads for LINE OA is Highly Beneficial
Using Google Ads for LINE OA is incredibly beneficial for your business. It makes conversion tracking from various chat apps completely seamless. You can accurately track data from the exact moment a prospect starts messaging you. Plus, you can use it alongside other conversion types, which is already a core strength of Google Ads.
When applied to lead-generation businesses that require initial conversations or inquiries via chat to close a sale, this update massively improves the user experience. It creates a frictionless customer journey and proves that Google Ads now recognizes messaging apps as a vital part of the global digital marketing ecosystem.
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Originally in Thai. Translated to English with the help of Gemini.
