Google Ads Extensions: What To Use When?


It can be hard to make an interesting Google search ad with the limited amount of words that Google allows. It’s not easy to fit keywords, calls to action, and a unique message into just 30-character headlines and 90-character descriptions. Fortunately, Google Ads extensions are a great way to add more relevant information to your ads and make them stand out from those of your competitors.

Using the right google ad extensions for your audience draws attention to your ad, improves the ad experience, and increases click-through rates—all without spending a single cent more from your PPC budget.

Let’s find out more about what they are, how to set them up, and which ones you can start using right away.

Advantages of Google Ads Extensions

Google Ads extensions can make your online marketing more effective in a number of ways. When used correctly, they give extra bits of information that are needed to make strong, high-performing search results page ads.

Here are some of the best things about using google ads extensions:

  1. They have no cost. Adding extensions to your Google Ads campaigns doesn’t cost anything.
  2. You’ll get better results from your display ads. Relevant extensions can help you get a higher ad rank and a higher quality score.
  3. Searchers will be more interested in your ads. Ad extensions have been shown to increase the number of clicks and sales.
  4. You’ll get more clicks that are relevant. Since extensions let you provide more relevant information, the clicks you get are more likely to be the ones you want.

Let’s move on to the different types of Google Ads Extensions

Types of Google Ad Extensions

Sitelink extensions are helpful for sending people to other pages on your website. Instead of just going to your landing page, users can choose where they want to go.

Making it easier for people to find exactly what they want can have a big effect on your CTR.

Sitelinks are easy to set up, but keep in mind that you can only use four links at a time. Make sure they match your site, keep the link text short, and add descriptions so users can see what they will learn.

What are Google Ads Sitelink Extensions?

Choose the links that make the most sense for your account or campaign, and if you need to, make changes based on how they work.

Callout Extension

Callout extensions are 25-character snippets that can be used to highlight important selling points, sales, or any other key points about your business, products, or services. Callout extensions are flexible extensions that can be used in many ways.

use callout extensions from google ads to add additional value to the search ad

To use these well, you need to make sure they are specific. Some general ones, like “24/7 phone support” make more sense at the account level, while more specific ones, like “get a free gift”, “free delivery”, or “pick-up service” might make more sense at the campaign level.

Structured Snippet Extension

Structured snippets zoom in on specific sneak peeks you want users to know about a product or set of products and services. Callout extensions highlight the best big-picture parts of your business whereas structured snippets dive deep into details about your service or product.

Effective Structured Snippet Extensions: Setup & Examples

This not only helps you give value before the click, but it can also help you get rid of bad leads that waste your time and money. After all, you want the right clicks, not just a lot of them.

Call Extensions

Want to skip the long, drawn-out process of helping the customers find you and wait for a sales rep to call?  Give them a way to call you directly. Use the call ad extension on Google. It’s an easy way to put a phone number and the option to call directly into your ad.

use google ads call extension to make it easier for users to call

By adding that button, you tell customers that you’re just a phone call away, which can build trust and make you feel more approachable and available. Call extensions work best on mobile devices, where people can just click on your number and call you right away from the search engine page. The easier you make the experience for customers, the more likely they are to buy from you.

Lead Form Extensions

Users don’t have to fill out a form on your landing page if you have a lead form extension. Instead, they can submit their contact information right on the SERP. Your search, video, discovery, and display ad campaigns can all use lead forms. Google keeps leads for up to 30 days and lets you download them as CSV files.

lead form extension from google ads helps collect user information with ease

If the searcher is signed in to their Google account, the relevant information can be pre-filled and sent with just one click. This helps bring qualified leads into your marketing funnel and shortens the length of time it takes to make a sale.

Location Extensions

Location Ad extensions from Google are easy to use. They are exactly what they say they are. Location extensions aren’t for businesses that are only online. But if you do have a storefront, this type of extension can make it easier for people to find you, come to your store, and buy things from you in person.

google ads location extension example

About 20% of all Google searches and almost 40% of all mobile searches are for information about a specific place. This information, as well as the information on your homepage, must always be correct.

Affiliate Location Extensions

An affiliate is a person or organization that is officially linked to another. In this case, you can send users to other places that are allowed to sell your product by using affiliate location extensions. With the affiliate location extension, Google will show either an address or a map of the closest place that sells the product.

Let’s say you want to sell face masks made with essential oils on your website. But you also sell your product through a retail partner. You want people to know that they can buy your product there. As an add-on to your ad, you would then link to the stores where your product is sold. Affiliate location extensions are best for manufacturers.

Price Extensions

Think about how easy it would be for your customers if you put the prices right in the ad. When people click or tap on a price in your ad, they will go straight to that product’s page on your site.

google ads price extention

This extension is helpful for businesses that charge different prices for different things, sell service packages, or sell a lot of different things.

App Extensions

App extensions put a link to download your mobile app from the mobile store right next to your ads. These extensions are smart. If you have an app that’s only available on iOS, the extension will only show up on iOS devices. App extensions give ads a big visual advantage over plain text ads.

show your apps with the app extension on google ads serp

Apps tend to give users a better experience, which makes it more likely that customers will use it for longer and maybe find something that interests them.

Promotion Extensions

Use promotion extensions to get more clicks from people looking for the best deals. They show up below your ad and use the price tag icon or deal in bold to draw attention to sales and promotions.

show special discounts using the promotional extension on google ads

You can show promotion extensions on certain dates, days, or even hours, and you can also use event tags like “Black Friday” or “End of Summer”.

Image Extensions

Image extensions let you use relevant images to go with their text ads, which helps them perform better.

show appealing images to bring users to your website using the image extension on google ads

Seller Rating Extensions

Use seller rating extensions to show off your business’s reputation and build trust. Google takes ratings from trustworthy business review sites and puts them all together into a single five-star rating. This add-on shows both your overall rating and the number of reviews you have received.

google ads seller rating extension for showing credibility

Most of the time, these automated add-ons only show up if you have a certain number of unique reviews and an average rating of 3.5 stars or higher.

How To Set Up Google Ads Extensions

Now that you know more about the different types of Google Ads extensions and how they can help you, let’s look at how to set them up. First, you need to figure out what your goals are and which extensions will help you reach them.

Setting up Google Ads Extensions

  • Go to your Google Ads account and sign in.
  • Choose your ad group or campaign.
  • Click “Ads & extensions” and then “Extensions.”
  • Choose the one or one you want.
  • Change the way each type of extension looks.
  • Press “Save.”

Summing Things Up

Ad extensions are a great way to get more people to click on your ads, get more people to your website, and convert more of your target audience. With so many to choose from, there is an extension for every business, no matter what industry it is in.

It’s up to you to figure out which will work best for you, but one thing is certain: when used correctly, they’ll help you get more quality leads and get the most out of your PPC budget.

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