Google Ads extensions (now called “assets”) add extra information to your search ads including additional links, phone numbers, location details and promotional text. Extensions increase your ad’s visual size on the search results page, improve click-through rates by 10-15% and contribute to higher Ad Rank without increasing your cost per click.
Why Extensions Are Essential for Every Campaign
Google Ads extensions serve two critical functions. First, they make your ad physically larger on the search results page, pushing competitors below the fold and capturing more visual attention. Second, they provide additional information that helps searchers decide to click without needing to visit your landing page first.
Extensions also improve your Ad Rank. Google’s Ad Rank formula includes the “expected impact of ad extensions,” meaning ads with well-configured extensions win higher positions at lower bids than ads without them. Professional PPC management treats extensions as mandatory, not optional.
Sitelink Extensions
What They Do
Sitelinks add up to four additional links below your ad, each pointing to a different page on your website. They let searchers jump directly to the most relevant page rather than navigating from your main landing page.
Best Practices
- Create at least six sitelinks per campaign so Google can rotate the best performers
- Use descriptive link text: “View Pricing,” “See Case Studies,” “Book Consultation”
- Add two-line descriptions to each sitelink for expanded display
- Link to your highest-converting pages (pricing, services, contact, portfolio)
- Match sitelinks to search intent: transactional queries get action-oriented links
Common Mistakes
Do not link all sitelinks to the same page or use vague text like “Learn More” across multiple sitelinks. Each sitelink should lead to a unique destination with clear, specific text.
Callout Extensions
What They Do
Callouts add short text snippets (up to 25 characters each) that highlight key selling points. They appear as a line of text below your ad description.
Effective Callout Examples
- “Free Consultation”
- “24/7 Support”
- “No Long-Term Contracts”
- “Money-Back Guarantee”
- “10+ Years Experience”
- “Same-Day Response”
Create eight to ten callouts per campaign. Google selects the best combination for each auction. Focus on benefits, guarantees and differentiators that your competitors cannot match.
Structured Snippet Extensions
What They Do
Structured snippets display a list of items under a predefined header. Available headers include: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles and Types.
Best Practices
Choose the header that best categorizes your offerings. For a marketing agency, “Service catalog” works well: “SEO, PPC, website design, Social Media.” For an ecommerce store, “Types” or “Brands” fits better. Include at least four values per snippet for optimal display.
Call Extensions
What They Do
Call extensions add a clickable phone number to your ad on mobile and display your number on desktop. They let prospects call you directly from the search results without visiting your website.
Configuration Tips
- Use Google forwarding numbers to track call conversions
- Schedule call extensions only during business hours when someone can answer
- Set minimum call duration for conversion tracking (60 seconds filters out wrong numbers and short interactions)
- Use call reporting to measure call volume, duration and conversion rate
Location Extensions
What They Do
Location extensions display your business address, a map pin and distance from the searcher. They require a linked Google Business Profile.
When to Use Them
Use location extensions if you serve customers at a physical location or service area. They are especially valuable for local businesses competing for “near me” searches. Location extensions increase ad CTR for local searches by 10-20%.
Price Extensions
What They Do
Price extensions display your services or products with prices in a scrollable card format below your ad. Each card shows a header, price and description with a link to the corresponding page.
Best Practices
Create price cards for your most popular services or product categories. Use “From $X” pricing when exact prices vary. Price extensions pre-qualify visitors by setting pricing expectations before the click, reducing wasted spend on visitors who cannot afford your services. For ad copy tips that complement your extensions, see our guide on Google Ads ad copy.
Promotion Extensions
What They Do
Promotion extensions highlight sales, discounts and special offers with a price tag icon. They support percentage discounts, monetary discounts and promotion codes.
When to Use Them
Activate promotion extensions during seasonal sales, product launches and limited-time offers. Schedule them to run only during the promotion period. The visual price tag icon draws attention and increases CTR for deal-seeking searchers.
Image Extensions
What They Do
Image extensions add a visual thumbnail to your text ad. They display on mobile and can significantly increase ad engagement by adding a visual element to an otherwise text-only format.
Best Practices
- Upload high-quality square images (1200×1200 pixels minimum)
- Show your product, service result or team rather than logos or text
- Test multiple images and keep the highest-performing ones
- Avoid images with text overlays as they may be disapproved
Extension Strategy and Optimization
Use All Relevant Types
Add every extension type that applies to your business. Google selects which extensions to show for each auction based on predicted performance. More options give Google’s algorithm more combinations to test and optimize.
Review Performance Monthly
In Google Ads, navigate to Ads & Assets > Assets to view performance data for each extension. Pause underperforming extensions and replace them with new variations. Extension performance impacts your overall Ad Rank, so regular optimization matters.
Apply at the Right Level
Extensions can be applied at the account, campaign or ad group level. Apply general extensions (callouts, structured snippets) at the account level. Apply service-specific extensions (sitelinks to specific service pages) at the campaign or ad group level for better relevance.
Want a complete Google Ads audit including extension optimization? Request a free audit and we will review your current extensions, identify missing opportunities and recommend improvements that increase CTR and lower CPC.
Frequently Asked Questions
Do Google Ads extensions cost extra?
Adding extensions does not cost extra. You only pay when someone clicks your ad or extension link, at the same cost-per-click as a regular ad click. Extensions increase your ad size and visibility at no additional cost per impression, making them one of the most cost-effective optimizations available.
How many extensions should you use?
Use every relevant extension type for your business. Google recommends at least four extension types per campaign. At minimum, use sitelinks, callouts, structured snippets and call extensions. More extensions give Google more options to assemble the most effective ad combination for each search.
Do extensions improve Quality Score?
Extensions do not directly affect Quality Score, which is based on expected CTR, ad relevance and landing page experience. However, extensions improve your Ad Rank because Google’s Ad Rank formula includes the expected impact of extensions. Better extensions lead to higher ad positions at the same or lower bid.
Related: PPC guide and PPC FAQ
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