Google Ads Extensions · Every Asset Type Explained

Ad extensions serve two distinct functions: they directly improve ad performance by adding information and clickable surface area (improving CTR), and they contribute to Ad Rank through the "expected impact of extensions" factor. An ad with well-configured extensions competes more effectively in the auction than the same ad without them — even before the extensions show.

Extensions are shown at Google's discretion — they do not show in every auction. Google's algorithm determines whether showing a specific extension in a given auction is likely to improve the user's experience and the ad's performance. Extensions that are not likely to improve performance in a specific auction context are not shown even if configured correctly.

Sitelinks add additional links below the main ad, pointing to specific pages on your website. They expand ad size significantly and give users multiple navigation options from the search result — reducing friction for users who want a specific page (e.g. "Contact Us", "Pricing", "Free Trial").

Set up a minimum of 4 sitelinks per campaign — Google needs options to select the most relevant combination for each auction. Good sitelink topics for most businesses: About Us, Pricing/Plans, Contact/Get a Quote, Free Trial/Demo, Specific Product Categories. All sitelinks must point to real pages that are accessible and relevant to the linked text.

Callouts are short, non-clickable text snippets that highlight specific features, benefits, or unique selling propositions. They add text below your ad without requiring a destination URL — suitable for benefits that apply site-wide rather than to a specific page.

• Character limit: 25 characters each
• Minimum recommended: 6–8 callouts (Google selects the best 2–4 per auction)
• Callouts should not repeat information already in headlines or descriptions

Good callout examples: "Free 30-Day Returns", "No Setup Fees", "24/7 Customer Support", "UK's Highest Rated", "Trusted by 10,000+ Businesses", "Same-Day Dispatch Before 3pm".

Structured snippets display a header label followed by a list of specific values — showcasing a range of products, services, features, or other structured content. They require selecting from a predefined list of header types.

Call extensions add your phone number to the ad, allowing users to call directly from the search result on mobile. On desktop, the number is displayed but not directly callable. Google can track calls generated through call extensions using Google forwarding numbers, measuring call duration and counting calls over a set duration as conversions.

Call extensions are most valuable for businesses where phone inquiries are high-value: professional services, healthcare, legal, home services, and any business where a direct conversation significantly aids conversion. Set scheduled hours to only show call extensions during business hours — avoid generating calls to an unmanned number.

Location extensions show your business address, phone number, and a map link below your ad. They require linking your Google Business Profile to your Google Ads account. Location extensions are essential for physical businesses — they signal local relevance and enable users to navigate directly to your location from the search result.

Affiliate location extensions show locations of retail partners where your product is sold — useful for manufacturers and brands sold through third-party retailers (e.g. "Available at Currys, John Lewis, Argos").

Price extensions show specific products or services with their prices, linking to individual product/service pages. They are highly effective for commercial queries where price comparison is part of the decision process — showing prices in the ad reduces clicks from users outside your price range (reducing wasted spend) while attracting highly qualified clicks from users for whom the price is acceptable.

Promotion extensions highlight specific sales, discounts, or promotions with a special formatting that makes them visually distinct — including a percentage off, monetary discount, or free shipping offer. They display with a price tag icon that draws attention in the SERP.

Set start and end dates for promotions — the extension automatically stops showing after the end date. Available occasions: Black Friday, Cyber Monday, New Year, Valentine's Day, Easter, Mother's Day, Father's Day, Back to School, Christmas, and more.

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