When this guide is for you
- Your text ads have a stable but low click-through rate and you are looking for a lever without increasing budget
- You sell a visual product (fashion, decoration, food, training, real estate)
- Your search campaign is already profitable and you want more clicks without changing targeting
- You are comparing your ads with competitors that 'take up' more space in the results
Step by step
- Check that your campaigns are eligible — Image assets apply to text search ads and responsive search ads in search campaigns. Display and Shopping campaigns don't need them: they already show products.
- Prepare visuals in the right formats — Provide square images at 1200×1200 px and landscape at 1200×628 px, without embedded text that would be cropped. Choose sharp visuals, products or services in context, not a logo on a plain background.
- Link the images to the campaign — In Google Ads, open the campaign, the Ads and assets tab, then Image assets. Add the visuals grouped by theme: one image per search intent helps Google choose the most relevant one.
- Add associations by ad group — Campaign-level image assets are permissive, but for a large catalogue, associate each visual with the ad group selling the corresponding product. The image should show an item related to the search.
- Read the report and test — Compare the CTR of ads with and without the asset for two to four weeks. Keep the images that improve CTR; remove those that lower quality score or bring more unqualified clicks.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Visual production (6 to 12 images) | 1,500 – 8,000 MAD (≈ 140 – 740 €) | Photo or retouching; reusing an existing shoot is cheaper |
| Monthly media budget for a search campaign | 3,000 – 25,000 MAD (≈ 270 – 2,300 €) | The assets cost nothing extra: the click is billed at the same price |
| A/B test and CTR tracking | 1,500 – 5,000 MAD (≈ 140 – 460 €) | Two weeks of analysis, with a tracking dashboard |
| Campaign management | 3,500 – 12,000 MAD per month (≈ 320 – 1,100 €) | Structure, assets, ads and conversion tracking |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Using an image containing text: Google may reject or crop it, and the message becomes illegible
- Pushing the same visual across every campaign in a multi-sector account: CTR falls as soon as the image doesn't match the search
- Judging the result after two days: there isn't enough volume and the differences are not significant
- Forgetting that more clicks doesn't mean more sales: always check cost per conversion, not just CTR
Frequently asked questions
Are image assets billed?
No. You pay for the click at the same auction rate with or without the asset; Google adds no fees. The only investment is producing the visuals and the analysis.
Where do the images appear?
Mainly on mobile, beside or below the ad, and sometimes in the results carousel. Google decides the position based on available space and format.
How many visuals should I add?
Six to twelve per campaign, with at least two formats (square and landscape), and one or two images per ad group. Too many visuals swamp Google's selection.
What CTR gain can I expect?
Well-targeted Moroccan campaigns often see 10 to 20 % higher CTR, more on mobile. The gain depends on the sector: it is clearer for visible products than for very niche services.
Should I remove the images if the CTR drops?
First check click quality: if cost per conversion stays stable, the visual is bringing useful contacts. If it climbs, the image is attracting the wrong intent: change it rather than stopping everything.
Related guides
Version française: /insights/nouvelles-extensions-d-images-dans-les-annonces-de-recherche-google/