Use message extensions

Let customers viewing your ads on mobile devices send your business a text message with just a tap. To win over people more likely to send a text message than to call, set up free message extensions for your text ads on the Search Network. You can reply to customers' text messages using your phone number or email address.

Before you start

Message extensions require you to be able to receive, process and send text messages. To learn about message extensions, go to About message extensions

Now take a moment to decide how broadly you want your message extensions to show. Should they show across all your campaigns? A few campaigns? An ad group? Once you’ve decided, you’re ready to follow the instructions below.

Keep in mind that message extensions are not guaranteed to show with your ad all the time. Learn more about when extensions show


When writing your call-to-action (CTA), be as specific as possible. For example, instead of a general CTA like “Text for more information”, use something like “Text us for a free quote” or “Text us to speak to an agent”. Ads with more specific, actionable CTAs often perform better than those with general CTAs.


You can create a message extension at the account, campaign or ad group level.

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. Learn more

Create message extensions

  1. Sign in to your AdWords account
  2. If you want your app extension to be limited to a particular campaign or ad group, choose one from the left navigation bar
  3. Click the Ad extensions tab
  4. Select View: Message extensions from the drop-down menu
  5. Click + Extension.
  6. Select an existing message extension to add, or create a new extension by clicking + New message extension
  7. ​​Enter the information for your message ads:
    • Phone number: A phone number that’s capable of sending and receiving text messages
    • Extension text: The text that will go in your click-to-message ad
    • Business name: The name of your business
    • Message text: The message text automatically shows in people’s messaging apps when they tap to send you a message. (For example, the message text might be: “I’d like to know more. Please text me back'.')
    • Click Advanced options to restrict the message extension to certain dates or hours of the day
  8. Click Save


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