Create successful Search campaigns

Boost your ads with at least 4 extensions

If you’ve ever been searching on Google and seen an ad with a call button, extra links, an address, or other extra information, you’ve seen extensions. Extensions make your ad larger and more robust, giving people more reasons to take action directly from your ads. 

As critical to success as the ads themselves

Extensions are free to add, and typically increase your click-through-rate and ad quality. They only show when they’re predicted to get you better results, like clicks to your website. So to get the most value from your Search campaigns, be sure to add at least 4 different extension types to your account or campaigns.

Add sitelinks, callouts, and structured snippets

Here are the 3 extensions that are recommended for just about everyone:

Sitelink extensions. Direct people to specific pages on your website—your store hours, a specific product, or more. When someone clicks or taps on your links, they can skip right to what they want to know or buy. To make it more likely that your sitelinks show with your ads, add at least 4 sitelinks. Learn more about sitelink extensions.

Callouts. Callouts give you more space to add text. When customers see your ads with callouts, they see a larger ad with more detailed information about your business, products, and services. To make it more likely that your callouts show with your ads, add at least 4 callouts. Learn more about callout extensions.

Structured snippets. Entice users by highlighting specific aspects of your products and services in your ads. Structured snippets show underneath your ad text in the form of a header (ex: "Destinations") and list (ex: "Hawaii, Costa Rica, South Africa"). Learn more about structured snippet extensions.

Add additional extensions to support your business goals

Beyond the 3 core extensions, be sure to add any other extensions that make sense for your business. Select your extensions based on your primary advertising goal.

Common advertiser goals and the extensions that can support them

Goal: Get customers to buy from your business location

If you want to direct people to your physical locations (like stores or restaurants), here are extensions you may consider:

Location extensions

Encourage people to visit your business by showing your location, a call button, and a link to your business details page—which can include your hours, photos of your business, and directions to get there. If you want customers to visit your business location but to call a centralized line (rather than specific locations’ numbers), use call extensions with your location extensions.

To learn more, go to About location extensions.

Affiliate location extensions

Help people find retail chain stores that sell your products.

To learn more, go to About affiliate location extensions.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support.” Callouts can be used to encourage people to convert offline.

To learn more, go to About callout extensions.

Goal: Get customers to contact you

If you want people to call you or send you a text message query, use call extensions or message extensions:

Call extensions

Encourage people to call your business by adding a phone number or call button to your ads.
To learn more, go to About call extensions.

Message extensions

Encourage people to send you text messages from your ad. Available globally at the campaign or ad group levels.

To learn more, go to About message extensions.

Goal: Get online sales and other website conversions

If you want to direct people to your website, use these extensions:

Sitelink extensions

Link people directly to specific pages of your website (like “hours” and “order now”). Learn about sitelink extensions.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support.” Learn about callout extensions.

Structured snippet extensions

Showcase information potential customers will find most valuable by selecting a predefined header (like, product or service category) and listing items. Learn about structured snippet extensions.

Promotion extensions

Create campaigns for particular holidays. Learn about promotion extensions.

Price extensions

Showcase your services or product categories with their prices, so that people can browse your products right from your ad. Learn about price extensions.

Review extensions

Add quotes or rankings from published sources to your desktop ads. Learn about review extensions.

Goal: Get people to download your app

If you want to get people to download your app, use app extensions:

App extensions

Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets. Learn About app extensions.

How to add extensions
This article only applies to the new Google Ads experience. Determine which Google Ads experience you’re using.
  1. Click Ads & extensions in the page menu on the left, then click Extensions at the top of the page. 
  2. Click the plus button , then click the type of extension you’d like to add. 
  3. Select the level at which you’d like to add the extension. For best results, choose either the account or campaign level.
  4. Create your extension.
  5. Click Save.
  6. Add your next extension following the same steps.
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