Let’s explore how to use them the smart way.
What Are Google Ads Extensions?
Ad extensions are additional pieces of information that expand your text ads in Google Search. They provide more context, links, and functionality—making your ads more attractive and relevant.
Why it matters: According to Google, ads with extensions can increase click-through rates (CTR) by 10–15% or more.
Why Use Ad Extensions?
Using extensions gives your ads more:
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Visibility – More real estate on the search results page.
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Relevance – More info to match what users are searching for.
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Performance – More opportunities for users to click (not just on the headline).
They cost nothing extra—you’re still only charged per click, and extensions can improve your ad rank without increasing your bid.
Types of Google Ads Extensions You Should Know
Here’s a breakdown of the most effective ad extensions, how they work, and when to use them.
1. Sitelink Extensions
Add extra links beneath your ad that direct users to specific pages on your site—like product categories, pricing, or contact pages.
🛠️ Use it when: You want to offer quick paths to high-converting pages.
Example: Headline: “Buy Running Shoes Online” Sitelinks: “Men’s Collection” | “Women’s Shoes” | “Sale Items”
2. Callout Extensions
Add short text snippets that highlight features or benefits—like “Free Shipping” or “24/7 Support.”
🛠️ Use it when: You want to build trust and reinforce your value proposition.
Max length: 25 characters per callout Best practice: Use at least 4 callouts for full impact.
3. Structured Snippet Extensions
Display a predefined list of services, products, or features under categories like “Brands,” “Destinations,” or “Types.”
🛠️ Use it when: You want to show variety in a structured way.
Example: Header: “Services” Values: “Web Design, SEO, PPC, Content Marketing”
4. Call Extensions
Add a clickable phone number to your ad—especially useful for mobile users.
🛠️ Use it when: You want users to call directly for bookings or sales.
Bonus: You can track calls as conversions if you have call tracking enabled.
5. Location Extensions
Show your business address, map, and distance from the user—great for local businesses.
🛠️ Use it when: You're driving in-store visits or offering local services.
Requires linking your Google Ads account to Google Business Profile.
6. Image Extensions
Include a relevant image next to your text ad to make it stand out.
🛠️ Use it when: You want to boost visual impact, especially for eCommerce or lifestyle brands.
Image requirements: 1:1 or 1.91:1 aspect ratio, minimum 300x300 px. Upload high-quality images that match your landing page content.
7. Price Extensions
Display a carousel of products or services with prices and links.
🛠️ Use it when: You have clear pricing and want to increase conversion intent.
Best for: SaaS plans, product categories, or service tiers.
8. App Extensions
Add a direct link to your mobile app in the ad. Works for both Android and iOS.
🛠️ Use it when: You want to drive app downloads alongside website visits.
How to Set Up Ad Extensions in Google Ads
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Go to your Google Ads dashboard.
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Click Ads & assets > Assets.
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Choose “Add asset” and select the extension type.
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Fill in the details—Google provides preview boxes so you can check how it will look.
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Assign to Account, Campaign, or Ad Group depending on scope.
✅ Pro Tip: Use multiple types of extensions simultaneously. Google automatically selects the best combination for each search.
Best Practices to Maximize Results
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Use all applicable extensions to improve ad rank and relevance.
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Keep content short and scannable—especially callouts and sitelinks.
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Test and update regularly to ensure accuracy and freshness.
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Monitor performance metrics under “Assets” to see what drives results.
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Align all extensions with your landing page content for better Quality Score.
Do Extensions Really Improve CTR?
Yes. And not just CTR—extensions also influence your Ad Rank, which means you may pay less for better ad positions. Since Google rewards ad relevance and expected CTR, well-structured extensions can actually help you win auctions without increasing bids.
Google says: “Extensions are factored into Ad Rank calculations and can improve your ad’s performance at no extra cost.”
Final Thoughts
Google Ads extensions are low-effort, high-reward tools to upgrade your search campaigns. Whether you’re looking to increase clicks, drive calls, or highlight key offers, these add-ons give your ads the edge they need to stand out.
So, take the time to set them up—and watch your CTR climb.