Google Ad Extensions and Their Benefits

You’ve definitely seen Google Ads! And though you may not know it, you’ve also seen Google Ad Extensions… But you may be thinking, when you’re running ads for your business, what are they exactly, how do you set the up, and do you need them? This guide is going to help you understand the type of ad extensions, how to set them up, and the benefits of using them in your marketing strategy.

What Are Google Ads Extensions?

Google Ad extensions are essentially additional information or “assets” applied to your Search ad placements. Assets are content pieces that make up your ad with useful business information, that will help your potential customers, click on your ad, and improve your CTR and ultimately conversions. Google has a support document going over in-depth, so if you want to reach their support document on top of using this blog as a guide, click here.

However, to make a long story short, assets really just include additional information to the searcher and statistics have shown that by adding more assets, your ad gets greater visibility and more interactions from the searcher.


Why Should You Use Them?

In marketing, you always are looking for ways to get a competitive advantage or more bang for your buck. The easiest way to take up more real estate on your paid ad is to expand the ad – which you can do by using ad extensions.

Every company wants more targeted traffic to their business. This allows you to place additional information right in the face of your ideal client. It is a very simple way to claim more area in the SERPs, generate more traffic and clicks, and if set up properly, drastically improve your results. If you’re unsure why certain extensions should be used over others you need to understand the goal of your paid advertising campaign or reach out to us and we can consult with you on this topic.

Types of Google Ad Extensions

There are 10 Extensions that are available to those who run Google Adwords.

  1. Sitelinks
  2. Callout extensions
  3. Structured snippets
  4. Call extensions
  5. Lead form extensions (beta)
  6. Location extensions
  7. Affiliate location extensions
  8. Price extensions
  9. App extensions
  10. Promotion extensions

We know this is a lot of information… And you may be unsure which one makes the most sense for your business. Below is a breakdown of the most popular extensions and which ones we recommend.

  • Sitelinks – Sitelink extensions add additional links to your ad. They direct you to different pages on your website, and you can choose which ones to show. If you have a high-performing page; you may link to that on your ad. This is one way to utilize this extension successfully.


Our tip(s): include contact us pages, client testimonials, and special pricing pages.

  • Callout extensions – They are short-form text (only 25 characters or less) describing the most exciting and valuable qualities of your business, products, or services.


Our tip(s): Use all 6 available to cycle through and see what works. If you offer free in-store pickup, and free shipping or delivery, or are using location-targeted ads, a location nearby works great too!

  • Structured snippets – Use structured snippets to communicate specific amenities, types or categories, and destinations or locations.Structured-Snippet-Ad-Extensions

Our tip(s): Use the information that attracts your ideal customer. Make sure to match the service to the headline and give specific information they are looking for!

  • Call extensions – This is an ideal extension for service-based businesses that do not have a location where most people just show up for service. Think lawyers, locksmiths, tow-truck companies, etc. This allows them to just click the phone number and call you without going off of the google search on mobile.


Our tip(s): If using paid ads to track calls, use a call tracker program. We recommend CallRail.

  • Location Extensions – This extension is NOT for online businesses but for brick-and-mortar locations that want customers to come to them.


Our tip(s): Make sure you use this appropriately and only if customers come to you. Keep the information up to date and run ads during business hours. Also, monitor how the ad performs once adding this extension.

  • Promotional extensions – This one is simple enough. Running a promotion that you want to push? Use promotional extensions to ensure customers searching for your product see it and use the coupon!


Our tip(s): Control when you show the extension and run special deals accordingly (think Black Friday/Cyber Monday). To do this, you don’t need to create new ads, just set this up when you start the campaign!

Contact us to learn more about the site extensions and how they may benefit your business, contact us and schedule a free strategy call.

Now for the little bonus information. Below is the overview of how to set up Google Ads and Create Your Google Extensions within your ad account.

  1. Log into your Google Ads account.
  2. Select your campaign or ad group.
  3. Click the “Ads & extensions” tab, then “Extensions.”
  4. Select the extension(s) you want.
  5. Customize each type of extension.
  6. Click “Save.”

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