You are spending money on Google Ads. But your click-through rates stay low. Your ads show up on the search results page. Yet users scroll right past them. Here is the truth. The problem is not your bidding strategy. It is not your keyword selection either. Your ads do not stand out. You are missing one of Google’s most powerful features. Ad extensions can change everything. They turn ordinary text ads into attention-grabbing listings that drive action.
TL;DR
Ad extensions add extra information to your Google Ads at no extra cost. Google now calls them assets. According to Google, sitelinks alone can lift CTR by 10-20% on average (and 20-50% on branded searches). When you use them, you boost your ad visibility and can lower your cost per click by improving your Quality Scores. Want to beat your competitors? Start using multiple extension types today.
Key Highlights
- No extra cost: You can add ad extensions for free. You only pay when someone clicks.
- More visibility: Extensions make your ads larger and more noticeable on the search page.
- Higher CTR: Expect click-through rate gains of 10-15% on average with extensions.
- Better Quality Scores: Extensions boost your ad relevance. This leads to higher rankings and lower costs.
- Many types to choose from: Pick from sitelinks, callouts, calls, locations, prices, and more.
- Flexible setup: Add extensions at the account, campaign, or ad group level.
- Beat the competition: Extensions help push competitor ads further down the page.
What Are Ad Extensions?
An ad extension is an extra piece of information that expands your Google search ad beyond the standard headline and description. Google renamed them assets in 2022. You will still hear the term extensions used often. These content pieces show beneath your main ad text. They give potential customers more details about your business, products, or services.
Think of ad extensions as bonus content for your ads. Your standard search ad includes headlines and descriptions. Extensions let you add phone numbers, extra links, and location info. You can also add promotional offers and more. This extra information helps your audience. They can make smart decisions before they even click on your ad.
How Ad Extensions Appear in Search Results
When someone searches on Google, your ad may show with extensions. They appear right beneath your main ad copy. The format changes based on the extension type you pick. Sitelinks appear as clickable links to specific pages. Callouts show as short text snippets that highlight your benefits. Call extensions display your phone number with a click-to-call button on mobile.
Google decides which extensions to show based on several factors. These include your ad rank and the search query. Google also considers whether the extension will improve performance. Not every extension you create will show with every ad. Knowing this helps you set realistic goals for your campaigns.
Why Should You Use Ad Extensions?
Now that you know what ad extensions are, why should you use them? The real question is, why would you ever skip them? PPC experts recommend using at least four extension types per campaign. Extensions give you big advantages. They help both you and your audience. Best of all, they do not increase your advertising costs.
Benefits for You as an Advertiser
First, extensions take up more space on the search results page. This extra space makes your ad more noticeable. It also pushes competitor ads further down. According to Google, sitelinks typically lift ad CTR by 10-20% on average.
Google rewards ads that provide a good user experience. Adding extensions improves your Quality Score. You are giving users more helpful information. A higher Quality Score means better ad positions. It also means lower costs per click. Google states that improving Ad Strength from Poor to Excellent results in an average 15% increase in conversions.
Extensions also help you attract better leads. Users see detailed information upfront. They can tell whether your offer matches their needs before they click. This means fewer wasted clicks. You get higher conversion rates from the traffic you receive.
Benefits for Your Audience
Your audience benefits too. Extensions provide them with valuable information that helps them decide faster. They can call you directly from your ad. They can jump to specific product pages through your sitelinks. They can see your prices before visiting your site. This convenience improves their search experience. It also builds trust in your brand.
Types of Google Ad Extensions You Can Use
With the benefits clear, which extension types should you use? Google offers two categories: manual and automated. Manual extensions need setup from you. They give you full control over the content. Automated extensions come from Google. Google creates them using your website and account data.
Manual Extensions
A sitelink extension is an additional clickable link beneath your ad that sends users to a specific page on your website. You might link to product categories, contact pages, or special offers. Sitelinks help users find what they want fast. Google recommends adding at least 6 sitelinks per campaign. Their internal data shows this can lead to 3.5% more conversions at a similar cost.
A callout extension is a short, non-clickable text snippet that highlights your benefits or features. Examples include Free Shipping, 24/7 Support, or Price Match Guarantee. Use these to stand out from competitors.
A structured snippet extension is a formatted list that showcases specific parts of your products or services. Categories include amenities, brands, courses, or service types. These help users see what you offer at a glance.
A call extension is your business phone number displayed directly in your ad. On mobile, users can tap to call your business. Industry research shows call extensions can improve CTR by 6-10%. If you rely on phone inquiries, this extension is a must.
A location extension displays your business address in your ad, with an optional map marker. Users can get directions with a single tap. This extension connects your online ads to your physical store.
A price extension displays your products or services with their prices shown directly in your ad. Users can browse your offerings and see costs before clicking. Industry research indicates price extensions improve CTR by 8-14%.
A promotion extension is a highlighted special offer, discount, or sale in your ad. You can set specific dates for your promotions. Use these when you run time-sensitive campaigns.
An app extension is a direct link to your mobile application in the app store. Users can find and download your app without leaving search results. If you have an app, add this extension.
A lead form extension lets users submit their contact info right from your ad. They do not need to visit your website for simple inquiries. You capture leads faster this way.
An image extension is a visual element added to your text ad to help products stand out. Use these if your offerings look appealing.
Automated Extensions
An automated extension is an extension that Google creates from your website and account data without manual setup. These include dynamic sitelinks, dynamic callouts, and seller ratings. Since 2022, you can show automated extensions alongside your manual ones. If you want full control over your messaging, you can turn off automated extensions. The choice depends on your brand’s needs and comfort with automation.
Manual vs. Automated Extensions: Which Should You Use?
Google Ads experts recommend using both manual and automated extensions together for maximum coverage. Here is how they compare:
| Feature | Manual Extensions | Automated Extensions |
|---|---|---|
| Setup Required | Yes, you create and manage | No, Google creates automatically |
| Content Control | Full control over messaging | Google decides content |
| Best For | Brand-focused campaigns | Supplementing manual efforts |
| Examples | Sitelinks, callouts, call, location | Dynamic sitelinks, seller ratings |
| Can Be Disabled | Yes, at any time | Yes, in account settings |
How Do Ad Extensions Affect Your Performance?
Extensions directly impact your Ad Rank. Ad Rank determines where your ad shows and how much you pay per click. Google looks at the expected impact of your extensions when calculating your Ad Rank. Relevant extensions signal to Google that your ad provides value to users.
Key Statistic: According to Google, sitelinks typically increase ad CTR by 10-20% in standard searches and 20-50% in branded searches. Enhanced sitelinks with descriptions can boost CTR by up to 30%.
Key Statistic: A JB Media Group case study showed a business improved its CTR from 0.64% to 3.31% by adding extensions alone. That is a 417% improvement with no changes to ad copy, budget, or bids.
Key Statistic: Google internal data shows advertisers who increase sitelinks per campaign to 6 see up to 3.5% more conversions at a similar cost. Improving Ad Strength from Poor to Excellent yields an average 15% increase in conversions.
Extensions also improve your lead quality. Users have more info before clicking. They arrive at your site with clearer expectations. This pre-qualified traffic converts at higher rates. You get better results from every dollar you spend.
How to Set Up Your Ad Extensions: Step-by-Step
Setting up extensions takes just a few minutes. You can add them at three levels: account, campaign, or ad group. More specific levels override broader ones. Follow these steps to add your first extension:
- Log into your Google Ads account and select the campaign or ad group where you want to add extensions.
- Click on “Assets” in the left-hand menu. This used to be called “Extensions.”
- Select the “Associations” tab to view your existing extensions.
- Click the blue plus button to create a new extension.
- Choose your extension type from the dropdown menu (sitelink, callout, call, etc.).
- Fill in the required fields with your content. For sitelinks, add your link text and URL.
- Set your schedule (optional) under Advanced settings if you want extensions to show only at certain times.
- Click “Save” and wait for Google to review your extension. Most approvals happen within one business day.
Pro Tip: After setup, check your performance in the Assets report. This report shows impressions, clicks, and other metrics for each extension. Use this data to find which extensions work best.
Which Ad Extensions Should You Use? A Decision Guide
Digital marketing experts recommend choosing extensions based on your business type and goals. Use this quick guide to pick the right extensions for your campaigns:
If you are a service business that relies on phone calls, then prioritize call extensions and location extensions. Schedule call extensions only during business hours.
If you are an e-commerce store, then prioritize price extensions and promotion extensions. Add sitelinks to your top product categories.
If you have physical store locations, then prioritize location extensions. These drive foot traffic and show your address with a map.
If you have a mobile app, then add app extensions. Users can download your app directly from search results.
If you want more leads without website visits, then use lead form extensions. Capture contact info right from your ad.
For any business type, always add sitelinks, callouts, and structured snippets. These three work for everyone.
Best Practice: Use at least four different extension types on every campaign. This gives Google more options to show. It also maximizes your ad visibility.
Ad Extensions Comparison Table
Use this table to compare which extensions fit your goals best.
| Extension Type | Best For | Key Benefit | CTR Impact |
|---|---|---|---|
| Sitelinks | Multiple products or pages | Direct links to your key pages | 10-20% (up to 50% branded) |
| Callouts | All businesses | Show your unique selling points | 10-15% boost |
| Call | Service businesses | Instant phone contact | 6-10% boost |
| Location | Local businesses | Drive visits to your store | 10-20% boost |
| Price | E-commerce stores | Clicks from informed users | 8-14% boost |
| Promotion | Sales and seasonal campaigns | Highlight deals and discounts | 10-15% boost |
Key Questions About Ad Extensions
What Are Google Ad Extensions?
Google ad extensions are additional pieces of content that appear beneath your search ad text to provide extra information, such as phone numbers, links, locations, and promotional offers. When you use extensions, you help users make better choices. You also boost your ad visibility. There is no extra cost beyond your normal click charges.
Do Ad Extensions Cost Extra?
No, ad extensions are completely free to add to your Google Ads campaigns. According to Google Ads Help, you only pay when someone clicks on your extension. The cost works the same as clicks on your main ad text. Your cost per click stays the same whether users click your headline or a sitelink.
How Much Do Ad Extensions Improve Click-Through Rate?
According to Google, sitelinks typically increase ad CTR by 10-20% in standard searches and 20-50% in branded searches. Enhanced sitelinks with descriptions can boost CTR by up to 30%. The exact improvement depends on your industry and the quality of your setup. Some businesses see even larger gains when they use many extension types together.
What Is the Difference Between Ad Extensions and Assets?
Ad extensions and assets are the same thing; Google renamed extensions to assets in 2022. The terms mean the same thing. Assets now include more than just traditional extensions. They also cover headlines, descriptions, images, and logos in responsive search ads.
Which Ad Extensions Should You Use?
You should use at least four extension types on every campaign, starting with sitelinks, callouts, and structured snippets. Add call extensions if phone leads matter to you. Use location extensions if you have physical stores. Price extensions work great for online stores. Test different combos and track your results.
Final Thoughts
Ad extensions are one of the easiest ways to improve your Google Ads results. They cost nothing extra to add. Yet they boost your visibility, click-through rates, and lead quality. If you run search campaigns, use multiple extension types. Make it a standard practice for all your campaigns.
Start by adding sitelinks, callouts, and structured snippets today. These three types work for almost any business. Then expand to other extensions based on your goals. Add call extensions if phone leads matter. Use location extensions for physical stores. Try promotion extensions during sales.
Finally, check your extension performance each month. Remove the ones that do not perform well. Test new options. Advertisers who optimize their extensions beat those who set them and forget them, so get started and act now. Turn your ordinary search ads into powerful listings that grab attention and drive results.
Frequently Asked Questions About Ad Extensions
Why are my ad extensions not showing?
Your extensions may not show for several reasons. Your ad rank must meet a minimum level for extensions to appear. Low ad positions often mean no extensions. Google also decides whether your extensions will help performance. To see more extensions, improve your Quality Scores. Use competitive bids as well.
How many sitelinks should you add to your campaigns?
Google recommends adding at least 4 sitelinks for the best results. You can add up to 20. Four is the minimum for the full display format on a desktop. Create sitelinks for your most important pages. Make sure each links to a different page. Quality matters more than quantity.
Can you schedule when your extensions appear?
Yes. You can schedule extensions to show only at certain times or dates. This works great for call extensions. Show them only during business hours when someone can answer. Match promotion extensions to your actual sale dates. Find scheduling in the Advanced settings when you create or edit an extension.
What happens if Google rejects your extension?
Disapproved extensions do not show. Your campaign keeps running without them. Check the disapproval reason in your account. Fix the problem and resubmit for review. Common issues include wrong phone numbers, misleading content, or trademark problems. Your other approved extensions continue to work normally.
Should you use manual or automated extensions?
Use both for the best coverage. Manual extensions give you full control over your message. Automated extensions can add relevant content on top of your manual ones. If brand control is especially important, turn off automated extensions. Most advertisers do better when they allow both types to work together.
Common Mistakes to Avoid
Using too few extension types:
Many advertisers add one or two extensions and stop. Instead, use at least four different types. This gives your ads maximum visibility and complete information. More options let Google pick the best ones for each search.
Creating generic sitelinks:
Avoid vague sitelinks like Learn More or Click Here. Create specific, compelling sitelinks that tell users what they will find. Shop Winter Sale or View Pricing Plans tells users exactly what to expect. This drives more qualified clicks to your site.
Ignoring extension performance data:
Setting extensions and forgetting them wastes chances to improve. Review your extension performance each month. Remove poor performers and test new options. Use the Assets report to find which extensions drive clicks and conversions. Then adjust your approach.
Not scheduling call extensions right:
Showing call extensions when no one can answer frustrates potential customers. Schedule call extensions only during business hours. Think about time zones if you serve customers in different regions. Make sure someone can handle calls when the extension appears.
Repeating extension content:
Do not repeat information from your ad text in your extensions. Each extension should add unique value. If your headline mentions free shipping, use callouts to highlight other benefits. Try same-day dispatch or easy returns instead.
Forgetting mobile users: Mobile users interact with extensions differently from desktop users. Test how your extensions look on mobile. Focus on click-to-call and location extensions for mobile campaigns. Keep your sitelink text short. Mobile screens show fewer characters than desktop.
