About promotion extensions

Promotion extensions can add more value to your Search Network text ads by highlighting your sales and promotions for people that are searching for the best deals your business has to offer. This article explains the benefits of promotion extensions and how they show with your search ads. For setup instructions, go to Use promotion extensions.

How they show

Promotion extensions show below your ad in an easy to read format that catches the eye of your potential customers.

The special occasion you select, for example,  "Back-to-school” or “Mother’s Day” appears as a bold label next to your promotional text. 

The extension also displays up to 2 lines of text that includes details of your promotion. Potential customers can easily spot the sale in your promotion extensions as they stand out from the main ad text. When someone clicks or taps on the extension, they go directly to the special offer that interests them on your site. 

Promotion extensions can show your offers in various formats—mobile and desktop—on the Search Network. They appear in ads at the top and bottom of Google search results.

When to use

Use promotion extensions to attract customers that are searching for special offers and sales relevant to your business. Holidays or special events such as Back-to-school sales and Black Friday are great times to use promotion extensions.

Use promotion extensions to include monetary or percent discounts for your products or services. You can also include any requirements needed for your promotion such as coupon or discount codes for a specified time period or a spending limit.


Here are a few reasons to consider adding promotion extensions to your ads:

  • Update easily: Select from a list of pre-populated occasions. You don't need to make new text ads to keep them up-to-date for sales and special offers that occur at different times.
  • Edit your extension without losing data: Edit your promotion extension without resetting its performance statistics.
  • Mobile preference: Choose if you prefer to show your promotion extensions on mobile devices.
  • Flexible scheduling: Choose to show your promotion extensions within the date of the occasion or specify dates, days of week, or times of day your promotion extensions are eligible to show.

Account levels

You can add promotion extensions at the account, campaign, or ad group level. If you create promotion extensions at different levels (account, campaign, or ad group), the most specific will be used. So when you add promotion extensions to an ad group, those extensions show instead of your campaign- or account-level call extensions. Likewise, campaign-level extensions override account-level extensions.

Cost of clicks

Promotion extensions are free to add—you’re only charged for clicks from people viewing your ad. The cost of a click on a promotion extension equals the cost of a click on the headline in the same ad. In other words, you'll be charged the same amount no matter which link in the same ad someone clicks. Promotion extensions offer more opportunities for your customers to click on and within your ad, but you won’t be charged for more than two clicks per ad impression. However, if someone quickly clicks on more than one link while viewing an ad, this gets treated as a second click and you won't get charged.

Occasions for your promotions

See which occasions and currencies are available for promotion extensions:

Holidays Start date End date
New Year's Dec 1 Feb 28
Valentine's Day Jan 15 Feb 28
Easter Mar 1 April 30
Mother's Day Mar 15 June 15
Father's Day May 15 June 30
Labor Day Aug 15 Sep 15
Back-to-school Jun 1 Feb 1
Halloween Oct 1 Nov 15
Black Friday Oct 15 Dec 15
Cyber Monday Oct 15 Dec 15
Christmas Nov 1 Jan 15
Boxing Day Nov 1 Jan 15
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