Google Ads Extensions: Boost Your Ad Performance

Ad extensions (called "assets" since 2022) increase the size and visibility of your Google Ads. They add supplementary information — links, phone numbers, addresses, pricing — at no additional cost.

The result: a larger ad takes up more space in search results, attracts more attention, and generates a CTR (click-through rate) that's 10-30% higher on average.

That's free additional traffic. No excuse not to use them.

How Extensions Impact Performance

Google has confirmed in its official documentation: extensions improve your ad's ranking (Ad Rank). Even if nobody clicks on the extension itself, its mere presence is factored into the ranking algorithm.

Specifically, extensions:

• Increase CTR by 10-30% (depending on type and industry)
• Improve Quality Score indirectly via CTR
• Reduce CPC by improving ranking without raising bids
• Take up more space in results, reducing competitor visibility

All of this at no extra cost. You only pay if someone clicks on the extension (at the same CPC as the main headline click).

Every Type of Extension

Sitelinks

What it is: additional links below your ad that redirect to specific pages on your site.

Example:

• Our Pricing
• Case Studies
• Request a Quote
• About Us

Best practices:

• Minimum 4 sitelinks per campaign (Google displays 2-6 depending on space)
• Each sitelink should point to a different page
• Use descriptions (2 lines of 25 characters) — they sometimes display
• Put the most important sitelinks first — Google favors the order

Impact: +10-20% CTR. The most impactful extension. Configure it first, always.

Callouts

What it is: short texts (25 characters max) displayed below the ad description. No link — purely informational.

Example:

• Free Quote in 24h
• 500+ Satisfied Clients
• Google Partner Certified
• No Commitment

Best practices:

• Minimum 4 callouts per campaign
• Favor concrete benefits and proof (numbers, guarantees)
• Avoid generic callouts ("Quality service") — be specific
• Mix it up: client benefits, social proof, and differentiators

Impact: improves Quality Score and CTR. Less visible than sitelinks but cumulative.

Structured Snippets

What it is: a list of values preceded by a predefined Google header (Types, Services, Brands, Destinations, etc.).

Example:

• Services: SEO, Google Ads, Content Marketing, Analytics
• Types: Audit, Consulting, Training, Management

Best practices:

• Choose the header most relevant to your business
• List at least 4 values (Google displays 2-6)
• Keep it concise — each value has a 25-character max
• Create multiple snippets with different headers

Impact: moderate on CTR, but contributes to ad ranking.

Call Extensions

What it is: a clickable phone number displayed in your ad. On mobile, a "Call" button appears.

Best practices:

• Use a local number (not a toll-free number) for local businesses — it inspires more trust
• Set display schedules to only show the number when someone can answer
• Enable call tracking to measure phone conversions

Impact: strong on mobile. Industries with a heavy phone component (healthcare, home services, B2B) see significant impact.

Location Extensions

What it is: your business address displayed below the ad, with a Google Maps link.

Prerequisite: a Google Business Profile (formerly Google My Business) linked to your Google Ads account.

Best practices:

• Essential for brick-and-mortar businesses and local service companies
• Verify the address on Google Business Profile is current
• Combine with local campaigns to maximize visibility

Impact: strong for local searches ("near me," "in [city]"). Increases CTR and trust.

Price Extensions

What it is: a list of products/services with pricing, displayed below the ad.

Example:

• SEO Audit: starting at $490
• Google Ads Management: starting at $990/month
• Training: starting at $1,500

Best practices:

• Use real, up-to-date prices — no "contact for pricing" (Google may reject it)
• Minimum 3 prices, ideally 5-8
• Include a CTA in each item's description
• Update regularly — incorrect pricing erodes trust

Impact: pre-qualifies clicks. Users who see the price and still click are further along in the buying journey. CPA is often better.

Promotion Extensions

What it is: a promotional offer highlighted with a special tag (e.g., "-20%," "Special offer").

Best practices:

• Include an end date to create urgency
• Associate with an event (Sales, Black Friday, Holidays) when possible
• The link should go to a page with the promotion visible — not the homepage

Impact: strong during promotional periods. The visual tag grabs attention.

Image Extensions

What it is: a square image displayed alongside your Search ad.

Best practices:

• High-quality image, relevant to the ad
• No text on the image (Google often rejects it)
• Test multiple images to identify the top performer
• Square format (1:1) required

Impact: significantly increases CTR on mobile. The visual element stands out on a 100% text results page.

Deployment Strategy

Priority 1: Must-Haves

• Sitelinks: maximum impact, configure them first
• Callouts: quick to set up, immediate benefit
• Structured snippets: complete the picture

Priority 2: Based on Your Business

• Call: if phone is a conversion channel
• Location: if you have a physical location
• Price: if your prices are public and competitive

Priority 3: Tactical

• Promotion: during sales/offer periods
• Image: when available and relevant

General Best Practices

Enable all relevant extensions. Google chooses which ones to display based on context. The more you provide, the more material Google has to optimize with.

Create extensions at both campaign AND account level. Campaign-level extensions are more specific and take priority. Account-level extensions serve as a safety net.

Measure performance. In the "Assets" tab, you can see statistics for each extension: impressions, clicks, CTR. Replace underperforming extensions.

Update regularly. Outdated extensions (old promotion, old phone number, old price) hurt trust. Schedule a quarterly review.

Test. Like ads, test different sitelink and callout variations. Minor text changes can have a significant impact on CTR.

Common Mistakes

Forgetting extensions entirely. The most frequent mistake. Many advertisers launch campaigns with zero extensions. That's like sending a salesperson to a meeting without a business card.

Sitelinks to the homepage. Each sitelink should lead to a different page. Four sitelinks pointing to the same page add nothing.

Generic callouts. "Quality service" or "Professional team" says nothing. Prefer "Google Partner Certified" or "Response within 2 hours."

Not setting schedules. Call extensions should only display during business hours. An unanswered call is a lost prospect.

Going Further

Extensions are one of the optimization levers for your Google Ads campaigns. For an overview of tools and techniques, check out our guide on Google Ads tools.

To maximize your ad impact, combine extensions with a solid keyword strategy and ads written to convert.

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Are your Google Ads lacking visibility? Book a free diagnostic — we'll audit your extensions and identify immediate CTR gains.