Definition
Google Ad Extensions are optional pieces of information that expand your search ads with extra details — such as phone numbers, additional links to specific pages on your website, business locations, offers, or app download links. Extensions make ads more useful to users and increase the ad’s visibility on the Search Engine Results Page (SERP).
Why Ad Extensions Matter
- Improve Click-Through Rate (CTR): Ads with relevant extensions often get higher CTR because they provide more choices and direct paths for users.
- Increase Ad Real Estate: Extensions expand the physical size of the ad on SERP, making it more prominent.
- Boost Ad Relevance & Quality Score: Useful extensions signal relevance to Google and can positively impact Quality Score and ad rank.
- Provide Immediate Value: Users can take quick actions (call, get directions, view price) without extra clicks.
Main Types of Google Ad Extensions
| Extension | What it shows | When to use |
|---|---|---|
| Sitelink Extensions | Additional links to specific pages (e.g., "Men's Shoes", "Contact Us"). | Use to guide traffic to high‑value pages like offers, categories or contact pages. |
| Callout Extensions | Short snippets highlighting features (e.g., "Free Delivery", "24/7 Support"). | Use to showcase USPs and promotions; not clickable but enhance message. |
| Structured Snippet Extensions | Display a header and list of attributes (e.g., "Brands: A, B, C"). | Use to present product/service categories and features. |
| Call Extensions | Phone number or click-to-call button. | Use for businesses relying on phone leads or local enquiries. |
| Location Extensions | Business address, map link and distance to business. | Essential for local stores and service providers targeting nearby customers. |
| Price Extensions | Showcase products/services with prices and links. | Use for e-commerce, service packages or promotions to highlight price points. |
| App Extensions | Link to app download (Google Play or App Store). | Use when promoting mobile app installs or in-app conversions. |
| Promotion Extensions | Highlight special offers or discounts (e.g., "10% off – Diwali" ). | Use for seasonal sales and limited‑time promotions to attract buyers. |
| Lead Form Extensions | Collect leads directly from the ad via a short form. | Useful for B2B lead-gen, event registrations or quote requests. |
| Image Extensions | Showcase visuals alongside text ads to improve appeal. | Best for product-focused ads and brand storytelling. |
How to Add Extensions in Google Ads (Short Steps)
- Open Google Ads account & select the campaign/ad group.
- Navigate to "Ads & extensions" → "Extensions".
- Choose the extension type (e.g., Sitelink, Callout, Location).
- Fill required fields (text, URL, phone number, images if applicable).
- Set scheduling or device preferences if needed.
- Save & monitor performance; A/B test different extensions for best results.
Best Practices
- Relevance: Use extensions that match the user’s search intent and the ad copy.
- Concise & Clear Copy: Keep sitelinks and callouts short and action-oriented.
- Prioritise User Experience: Ensure linked pages match the extension’s promise (no misleading links).
- Mix Extension Types: Combine sitelinks, callouts and structured snippets for maximum impact.
- Use Location & Call Extensions for Local Business: Improves footfall and phone leads.
- Monitor Performance: Regularly review which extensions drive clicks, conversions and adjust accordingly.
Impact on Metrics
- CTR: Properly used extensions often increase CTR significantly.
- Conversion Rate: Direct links to relevant pages (sitelinks) can improve conversions.
- Quality Score & CPC: Higher relevance can improve Quality Score and lower average CPC.
Illustrative Example
Consider a shoe retailer running search ads for "running shoes". By adding sitelinks to "Men's Running", "Women's Running", callout "Free Shipping" and price extensions showing discounted models, the retailer makes the ad more informative — attracting qualified clicks and increasing the chance of sales.
Conclusion
Google Ad Extensions are powerful tools to expand ad content, improve visibility and guide users to the most relevant actions. For exam purposes, remember types (sitelink, call, location, callout, structured snippet, price, app, promotion, lead form, image), their benefits and best practices. Using extensions intelligently leads to higher CTR, better user experience and improved campaign efficiency.