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 set-up 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 that 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.

Note: Promotion extensions that are occasion specific must be created or edited within six months of their start date to be eligible to serve.


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.
  • Flexible scheduling: Choose to show your promotion extensions within the date of the occasion or specify dates, days of week or times of day that 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 promotion 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 dates are available for promotion extensions:

Occasions Start date End date
New Year's 1 Dec 28 Feb
Boxing Day 15 Dec 15 Jan
Epiphany 15 Dec 31 Jan
Chinese New Year 15 Jan 1 Mar
Valentine's Day 15 Jan 28 Feb
Carnival 1 Feb 31 Mar
Holi 1 Feb 31 Mar
Women's Day 15 Feb 31 Mar
Passover 15 Feb 1 May
Easter 1 Mar 30 Apr
Parent's Day 15 Apr 1 Aug
Labor Day* 15 Apr 15 Sep
Rosh Hashanah 15 Aug 1 Nov
Diwali 1 Sep 1 Dec
Navratri 15 Sep 31 Oct
Halloween** 1 Oct 15 Nov
Singles' Day 15 Oct 30 Nov
Black Friday 15 Oct 15 Dec
Cyber Monday 15 Oct 15 Dec
Christmas 1 Nov 15 Jan
St. Nicholas Day 1 Nov 31 Dec
Hanukkah 15 Nov 31 Jan
Back to School Any Any
Mother's Day Any Any
Father's Day Any Any
Independence Day Any Any
National Day Any Any
End of Season Any Any
Winter Sale Any Any
Summer Sale Any Any
Autumn Sale Any Any
Spring Sale Any Any
Ramadan Any Any
Eid al-Fitr Any Any
Eid al-Adha Any Any

* Not available in Dutch, Norwegian, Hebrew and Japanese languages

** Not available in Malay, Polish and Hebrew languages

Available in Japanese

Occasion Start date End date
Year-end Gift 1 Nov 31 Dec

Available in Thai

Occasion Start date End date
Songkran 15 Mar 1 May
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