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About callout extensions

Callouts improve your text ads by promoting unique offers to shoppers, like free shipping or 24-hour customer service. When customers see your ads, they get detailed information about your business, products, and services. This is an informational article about callout extensions. For instructions, jump to Use callout extensions.

How they show

When your callout extension appears with your ad on a computer or mobile device, 2 to 6 callouts show in addition to the text of your ad. Callouts will show in a variety of ways depending on device and other factors. While callout extensions on a computer are separated by dots and listed on a single line, callouts on mobile and tablet devices wrap in paragraph form. Ads with callout extensions can show at the top and bottom of Google search results.

This is an example of how a callout might appear on a computer:

ACME Electronics - Competitive Pricing
Shop ACME Electronics For Laptops, Smartphones, Video Games, And More.
Free Shipping · 24-7 Customer Service · Price Matching


  • Highlight or summarize your business offering: Promote popular or unique aspects of your business.
  • Update without changing your ads: Change your callout text whenever you want, keeping your ads up-to-date with sales and special offers. You don't need to make new text ads or edit them to include callouts. Plus, you can edit your callouts without resetting their performance statistics.
  • Flexibility and customizablity: You can add callouts at the account, campaign, or ad group levels, allowing you to include both generic or detailed information within your ads. Specify the dates, days of the week, or times of day your callouts are eligible to show.
  • Detailed reporting: Find out how many clicks occurred on your ad when callouts appeared and compare your summary callout statistics at the campaign, ad group, or ad levels.

How callouts work

You can add callouts at the account, campaign, or ad group level. You choose where to add them, create the callout text, and schedule when you’d like them to appear.

A good rule of thumb is to provide more general information at the account and campaign levels that’s applicable to your entire business, (like “24/7 phone support”), and provide more specific information at the ad group level (like “women’s skis” or “20% off Nikon cameras”). If you add callouts to an ad group that’s in a campaign that has callouts, the ads in that ad group will use the ad group-level callouts (rather than the callouts you’ve attached to the campaign).

There's no cost to add callout extensions, but you'll be charged as usual for clicks on your ad.

The order of your callouts, their length, and how they perform factor into how many callouts appear, and whether a callout will show for your ad.

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