What are Ad Extensions?

Ad extensions (now called “assets” in Google Ads) are extra pieces of information you add to your search ad. They take up more ad space in the SERP, increase the CTR and help you achieve a higher Ad Rank, at no extra cost per impression.

Types of ad extensions

Sitelink extensions add extra links to specific pages on your site. Callout extensions show short USPs such as “Free delivery”. Call extensions show a call button on mobile. Location extensions show your address. Promotion extensions communicate discounts or offers. Lead form extensions let visitors fill in a form without visiting the site.

Why are extensions so important?

Google uses the expected impact of extensions as a factor in calculating Ad Rank. Advertisers with well-configured extensions reach higher positions for less money. Extensions are free to add; you only pay when someone clicks, through the normal PPC model.

Automatic and manual extensions

Google sometimes adds extensions automatically based on your website and ad text. Manual extensions give you more control over the message. Use both for maximum coverage.

Do extensions always appear with my ad?

No. Google decides, based on the auction, which extensions are shown. The more extensions you set up, the greater the chance that one appears.

How many sitelinks should I set up?

Google recommends at least four sitelinks per campaign for optimal coverage. More at developers.google.com/search.