Google Ad Extensions

Tell me if this sounds familiar … you log into your Google Ads account every day to review the previous day’s performance, but you don’t see as many clicks as you hoped. Alternatively, you may find your daily budget spent entirely on clicks that delivered far fewer post-click landing page conversions than expected.

I’ve experienced both scenarios and I imagine you have, too.

Online advertising is very competitive and businesses will do anything to get an edge on the competition. This is especially true with PPC advertising. After all, each search results page only allows a limited number of PPC ads to be shown, so qualified clicks are valued at a premium.

Google offers advertisers a variety of ad extensions to help increase ad rank and click-through rate. Extensions effectively give you more space on the search results page if your ad qualifies. Or, as Google Ads states, “extensions create more reasons to click your ad.”

Google Ads gives priority to the top ad positions when displaying extensions, positioned on the left side above all organic listings:

How to Setup Google Ad Extensions:

Normally in an ad you have Heading1, Heading2, Heading3 & Description1 & Description 2.

Heading 1: 30 characters

Heading 2: 30 characters

Heading 3: 30 characters

Description 1: 90 Characters

Description 2: 90 Characters

Ad extensions.
Ad Extensions

In the above image, you can see more things apart from the above-mentioned information. So, these are called Ad Extensions, they are many extensions that you can create in an ad & are free of cost.

There are many Ad Extensions in which let’s discuss a few of them now.

1.Site Links.

2. Call Out.

3. Structure Snippet.

4. Call Extensions.

5.Message Extensions.

6.Location Extensions.

How to Use them?

Go to Google Ads and click on Ads& Extensions.

google ads
Google Ads & Extensions

After clicking on Ads & Extensions, select Extensions, and there you will find all the extensions.

So, these are the extensions. The first four extensions are important and we’ll discuss them in detail.

Click on site links and in-site links you can add site link text and description and you can give the final URL. So, that if a user clicks on the site text it should land on the particular page.

Sitelinks are relevant to most accounts.


  • You can include site links to your business’s LinkedIn, Twitter, Facebook, and YouTube pages.
  • Each site link within a campaign or ad group must land on a unique URL.
  • Relevancy and good Quality Scores help site links impression more often.


Callout ad extensions let you include additional text to highlight specific information about your business’s products and services.

Callouts will show in a variety of ways depending on the device and other factors. You can add callouts at the account, campaign, or ad group level.

You choose where to add them, create the callout text, and schedule when you’d like them to appear. You can write an extra description using this extension.

When to Use

Callouts should be used to highlight differentiators.

They’re often used to promote special offers, such as free shipping.

Think of them as benefits (vs. features) in your advertising.


  • You must create a minimum of two callouts in order for them to impression. Google recommends creating the maximum number, which is four.
Structured Snippet/Structured Extension:

Structured Snippet allows you to highlight certain aspects of what you’re advertising.If you’re advertising a hotel, for example, you might feature some of the hotel’s amenities 

You can write an extra description in a structured form with the help of this Structured Extension, Here you have more options to use.

When to Use

Use structured snippets to focus on tangibles.

Think of these as features (as opposed to benefits).


  • You need a minimum of three snippets for this extension to impression with your ad.

Call Extensions

Call extensions allow you to add phone numbers to your ads.

When call extensions show, people can click to call your business directly, without having to key in your phone number.

When to Use

Use call extensions if you have a team that can handle phone calls.

These extensions work well for potential customers who know exactly what they want and don’t want to spend time clicking through to your website and locating your phone number.

Message Extensions

Message extensions allow people to click on your ad and contact you by text message.

You create a message in advance. That message is then pre-populated in the person’s messaging app when they click.

You can add message extensions at the account, campaign, ad group, or ad level. Message extensions can run on any search campaign, ad group, or ad.

When to Use

This is another way to make it easy for prospective customers to reach you.

Location Extensions

Location extensions help people find your business.

These extensions show your business address, phone number, and a map marker with your ad text.

When to Use

Use location extensions when you have a physical premise you want users to find, such as a retail location.

These extensions can help drive foot traffic to your store.


  • You can add multiple addresses by linking your account to Google My Business and targeting your ads around your business addresses.

So, hereafter saving them go to ads & extensions and click on add to and select your required campaign where you want those extensions to be displayed.

This is how you can use the ad extensions.

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