Which Google Ad Extensions Should You Use?

Which Google Ad Extensions Should You Use?

To expand your ads and generate more clicks through to your website, Google’s ad extensions are worth using. Extensions add useful business data below your search ads and for that reason, extensions are recommended for just about every advertiser using PPC text ads.

In this article, we’ll be listing the extensions you can setup manually within Google Ads, and the purpose behind using each extension. Google also offers automated extensions that may show without manually setting them up first. 


Best practises

Bear these best practices in mind as you choose and set up your extensions:

  • Use every extension that is relevant to your business offerings – extensions are free to use and they’ll only show if they’re predicted to improve your ad’s performance. It’s important to make the most of this opportunity within Google Ads.
  • Consider adding 4 or more extensions for best practise – we recommend adding a minimum of 4 extensions to give you the best chance of at least one of those extensions showing in each search. 
  • Add a variety of extensions – if suited to your ads, try to add as many extension variations as possible.


Choosing extensions

When choosing which extensions to create for your search ads, it’s important to choose them based on your primary advertising goal. Here are common advertiser goals and the extensions that can support them:


Goal: Get local customers

If you want to direct people to your physical locations (like shops or restaurants), here are extensions worth considering:

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. 

To learn more, check-out Wordstreams Location Extension Guide.

Affiliate location extensions

Affiliate location extensions help searchers find retail chain stores that stock your products.

To learn more, go to About affiliate location extensions.

Callout extensions

Add additional text to your ad, like “Buy One Get One Free” or “Open 24/7”. Callouts can be used to encourage people to convert offline.

To learn more about callout extensions and how to use them, read this article from Search Engine Watch.


Goal: Drive enquiries

If you want people to call or text you, 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. This can make it easier for users to call you when browsing on mobile. 

Message extensions

Encourage people to send you text messages from your ad. This extension is available globally at the campaign or ad group levels.


Goal: Get customers to convert on your website

Getting searchers to visit your website and enquire can be easier using these extensions:

Sitelink extensions

Link people directly to specific pages of your website such as the ‘contact’ or ‘about us’ page.

Callout extensions

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

Structured snippet extensions

Showcase information that potential customers will find most valuable by selecting a predefined header (such as services). This extension is useful for listing what your business offers before a user even clicks through to your website.

Price extensions

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

This extension is only available in selected countries. To learn more, go to About price extensions.


Goal: Get people to download your app

App extensions

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


Which Google Ad Extensions Should You Use?

So now you’re aware of which extensions are available for you to use in Google Ads and the benefits of using them, have a go at setting extensions up and finding out what success they bring to your PPC campaigns. 

If you need help setting up your ad extensions, please get in touch.


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should small businesses Invest in ppc?

Should Small Businesses Invest in PPC?

Pay-per-click ads that appear in Google search results can be an effective way to generate traffic – particularly traffic that converts into customers. They appear in almost every Google search and you’ve probably heard about them before, but are PPC ads useful for small businesses?

If you choose the right keywords, budget, and have a well designed landing page, you can buy your way to the top of the results page. In some cases, like the above, searchers might even need to scroll down before they get past your ads. That’s a good thing too – we want our ads to take up as much space in search results as possible to help attract more clicks & potential customers.

With that being said, Google Ads also makes it easy to spend a lot of money very quickly. If you aren’t quite comfortable with what you’re doing, you could blow through your whole marketing budget in a day.

So, is PPC a good fit for your small business?


Why use PPC ads for small business?

PPC and Google Ads can be worth it for small businesses—if you know when they make sense and how to create, manage & optimise them. 

Here’s six advantages of running PPC ads on Google Ads:


1. Reach people when they’re looking for you

If you target the right keywords with PPC ads, you can get in front of potential customers at the exact moment they’re looking for your products. For example, if a user is looking for a new pair of trainers, you could bid on the keyword ‘trainers’ and get your ads in-front of them. With PPC you’re essentially targeting what we like to call ‘warm users’ (people already looking for the services/products you offer). 

2. Target based on geography

If you run a small business that targets the local area primarily, you won’t be too focused on going after national or international customers. Within Google Ads you can setup location targeting for each of your campaigns, therefore allowing you to only show your ads in locations you specify. You can, if you wish, also target users on a national and international level within Google Ads.

4. Send people to specific landing pages

When someone clicks on a PPC ad, they get sent to a page on your website. One of the strengths of PPC ads is that you get to choose which page that is. Compared to SEO, they won’t necessarily land on the page you would like them to, therefore taking them more steps to build trust in your website and enquire. 

A lot of people send PPC traffic to their home page, which is ok (if not ideal). But one of the major strengths of PPC is that you can send people to custom landing pages that are optimised to convert.

By sending people to landing pages that offer what they’re looking for, you can increase your chances of converting them into customers.

5. Track results easily

With PPC ads, you can track click-through rate, ad spend, and conversion rate on landing pages. You can A/B test different ad copy and landing pages easily to maximize ROI.

One reason PPC ads are such an attractive marketing tactic is the ability to track ROI. Return on investment is a huge consideration for your marketing budget, and PPC ads will give you all the data needed in order to figure out whether they’re bringing you a positive return on investment.

A well-setup & optimised account plays a huge part in getting the best ROI from your account as possible.

6. Get results quickly

Other approaches to getting seen in search engines can take a long time to start working. For example, your SEO efforts – whilst still important, it can take months if not years to see any progress in search results. The conversion process is longer and more difficult to measure.

PPC ads will get you results much faster than most other marketing tactics. 

If you have the knowledge, ad copy, keywords, landing pages & budget ready to spend on PPC ads, they are a simple way to start getting conversions.


Unconventional uses of PPC ads

In addition to the standard benefits of PPC ads, there are a couple of nontraditional uses that people use PPC ads for.


Targeting competitors 

PPC ads let you target based on keywords. For most websites, a lot of traffic comes from branded searches – that is, people typing the company name directly into Google. 

By bidding on competitors keywords, it allows you to get your ads shown above their website listing in organic search results. For example, McDonalds may bid on the keyword ‘Burger King’ in order to show paid ads above Burger King’s organic listings in Google search results.

It’s a clever way to steal traffic from competitors, however be careful as if your competitor spots that you’re running PPC ads for their brand name, they may start to bid on their own brand name to replace your ads.


Testing keywords for SEO 

Because PPC ads are relatively inexpensive and easy to measure for most business industries, they can be a great way to test out which keywords work for your business. 

PPC allows you to bid on as many keywords as you wish and can be a great investment tool to find out which keywords drive conversions for your business. If you focus on search-engine optimisation, or plan to do so in the future but don’t know which keywords are worth implementing into your SEO strategy, you can measure keyword results in your PPC account and from their decide which ones you want to use in your SEO strategy.

Things to consider before using PPC ads 

Google Ads is a powerful tool that can serve a few different functions in your marketing. Still, there are a few things you should consider when deciding whether or not Google Ads is worth it for your small business.


Burning money

Google Ads isn’t free. Because you’re paying by the click, it’s possible to spend a lot of money very quickly if you’re not careful. As you’re learning the ropes within Google Ads you want to make sure you understand your daily budget limits, as well as how Google is going to deploy that budget. 

At the same time, you’ll want to make sure that your messaging and landing pages are well designed and user-friendly – otherwise you’ll be sending good paid traffic to a poor landing page where users won’t convert. In another article, we explain what it takes to run a successful PPC search campaign.


Keyword selection is vital

The keywords you choose to advertise on are critical, as they determine who is going to see your ad. They can also be a big reason why you waste a lot of money.

First of all, people need to be searching for your products or services. Although many conversions start with a Google search, some audiences or industries are less likely to be driven by revenue from search results.

Google’s Keyword Planner gives you keyword volume and cost-per-click information that can help you figure out how many people are looking for you, and the average cost-per-click it’s going to cost in order to get in-front of those people. If there isn’t enough volume around the keywords you wish to bid on, your success with PPC will be minimal.

Secondly, you need to understand searcher intent. Searches most likely fall under one of three  categories:

  • Informational: A searcher is looking for information on a specific topic
  • Navigational: A searcher is looking to find a particular website
  • Transactional: A searcher wants to buy something

PPC ads are best suited to transactional keywords such as ‘buy glasses online’ or ‘property surveyor near me’ – because the people who make those searches are likely to convert.

Finally, it’s best practise to actually Google each of your keywords – even a transactional keyword can be a bad choice if it targets the wrong audience. 


So, should small businesses invest in PPC?

PPC ads and Google Ads can be effective for small business – if you use them correctly. 

Used right, with the correct knowledge around setting them up and optimising regularly, Google Ads can help you precisely target your audience and drive conversions quickly.


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How To Run A Successful PPC Search Campaign

How To Run A Successful PPC Search Campaign

Keyword Research

Although you may think you know your business and what your customers tend to search for, thorough keyword research plays a vital part in a successful search campaign. Initial research enables you to determine the best keywords/phrases to drive relevant traffic to your website.

By doing this, you’ll know from the get-go whether or not the terms you’re planning to bid on have search volume, and you’ll be able to identify additional keywords relevant to your product/services that you initially wouldn’t have thought of.

Within your Google Ads account, you’ll have access to the Keyword Planner tool. This tool is super useful as it’s where you can find potential keywords to bid on, average cost-per-clicks for those keywords, as well as search volumes. There is also a range of other useful keyword research tools, such as:


Campaign Structure

Wonder why account structure is one of the most important factors in successful search campaigns? Well firstly for your own sanity – you don’t want to get lost in the mess! But by having a clear structure, you’ll also be able to efficiently manage different KPIs (key performance indicators), keywords, budgets and campaign groups without a problem.

Unless your account is very large, the average account will typically only have a couple of campaigns, all separated for a purpose. For example, if a roofing company wished to advertise their roofing repair service as well as their new roofing service, they could potentially have those split up into two separate campaigns. By having those different services split out into separate campaigns, it allows for easy budget control as well as being able to monitor the performance of each campaign separately.

Under each campaign you’ll need ad groups, and using your keyword research, we recommend grouping relevant keywords together to form these ad groups. It can also help to organise keywords into each group based on their match type. You could have an ad group dedicated to Broad Match Modified keywords, and another for Exact Match keywords. This can also help with budget control.


Ad Copy

When writing ad copy for your campaigns, it’s important to keep your customers in mind at all times. You want to create ads that are relevant to your keywords and landing page, whilst also drawing in searchers using compelling ad text. By using call-to-actions and incentives in your headline such as ‘Get A Free Quote’ or ‘50% Off Sale’, you’re increasing the chances of your audience clicking through to your website and becoming a customer or client.

It’s also important when it comes to writing effective ad copy that you split test multiple ad variations to make sure you are continually improving your click-through rates. 

For more details on creating search ads, check out our article –  ‘How To Write PPC Ads That Convert’


Ad Extensions

Ad extensions ensure a higher click-through rate by making your ads more prominent and by adding trust to the searcher. They also provide additional information helping make the ad even more relevant for the user.

As standard you should be aiming for a range of Sitelink & Callout extensions, however other extensions can be useful useful too. As of 2019, these are the current ad extensions available within Google Ads:

  • Location extensions

  • Affiliate location extensions

  • Callout extensions

  • Call extensions

  • Message extensions

  • Sitelink extensions

  • Callout extensions

  • Structured snippet extensions

  • Price extensions

  • App extensions


Additionally, ad extensions also benefit towards your overall ad rank, helping you achieve those top spots in search results for a lower cost-per-click.


Adding Bid Adjustments

Managing bids at either an ad group or keyword level is great, but with bid adjustments you can set bids based on a number of other factors including:

  • Location
  • Demographics
  • Device
  • Hour of the day/time of week

Once you have a significant amount of data, you’ll be able to review performance and add in the necessary bid adjustments. For best practise, we recommend adding bid adjustments only if you have conversion data within your account. 

For example, desktop users are gaining more conversions at a lower cost-per-acquisition, so using this data you could set a 10% increased bid adjustment as desktop users are more likely to convert. It’s important to check these bid adjustments regularly to make sure they’re serving their purpose correctly.

Keep in mind when using multiple bid adjustments, that these will be multiplied against each other!  Therefore if you had a maximum CPC at ad group level of £1, but added a location bid adjustment for Nottingham at 20% and had a mobile bid adjustment of 10% your max. CPC would be £1.30.


Automated Bidding Rules

Automated bidding rules are a true life saver!

By setting up automated rules you can automatically make changes to keyword bids, campaigns, ads, budgets and more, based on specific requirements (that you choose) – which really takes off the heavy lifting and allows you to focus on the fun stuff.

For example, if you were worried about your ads falling below the first half of the page, you could set up a rule to increase your bid whenever it’s below a position 3 – (to set up these rules, look under ‘Tools’  in the top right corner of your account)

Using rules will help you save time by making frequent changes for you. It’s definitely worth setting rules up, however remember to monitor any rules you have in place.


Regular Optimisation

You could have automated rules set up, amazing ad copy and structure but you still need to frequently check in on your account, make manual changes and ensure nothing is going terribly wrong. Manually optimising your account on a regular basis allows you to spot any abnormalities, as well as possible opportunities to achieve more conversions and hit your KPI’s!

The main areas you should be checking on within your PPC account:

  • Budgets – you need to ensure you’re not overspending/underspending so monitor budgets regularly. We recommend installing this Budget Tracker Script by Cliteq for ultimate budget control.
  • Keywords – look out for higher spending keywords that may not be contributing positively to the account and lower bids where needed, or increase bids on lower spending keywords which are converting well. 
  • Review your search queries – always keep on top of your search queries as irrelevant search queries may need adding as negative keywords to prevent them showing in the future. There may also be new keyword opportunities that you find when reviewing you accounts search terms. Always be on the lookout for search terms that convert often but are not in your pack of keywords you bid on currently – adding these as keywords could help increase conversions for a cheaper cost!
  • Ads – check for any disapproved ads and split-test new ads against current high-performing ads within your account.
  • Conversions – dips in conversion data could mean you have an issue in your account.
  • Landing Pages – it’s important to check that all landing pages are working and loading correctly. After all, you don’t want to pay for a click only to lose a possible conversion because your website is broken! This Link Checker script is super useful for checking all landing pages and sitelink URL’s are working in your account.


Hopefully these top tips have helped give you some insight on how to run a successful Search campaign! If you wish to find out more about how your account is performing, and how it could be improved, check out our Free PPC Account Review.


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How To Write PPC Ads That Convert

How To Write PPC Ads That Convert

Google recommends using to expanded text ads. The purpose of these new ads is to improve visibility on mobile and desktop, as well as click-through rates. Expanded text ads are double the size of previous search ads and give you much more space to advertise your services, products and benefits in order to turn more browsers into buyers. Karooya offers a great expanded text ad preview tool to help you mock-up new search ads, and to make things better, it’s free to use!


Example of expanded text ads in Google search results.


As you can see from the example above, the expanded text ad consists of:

  • Up to 3 headlines
  • Your Final URL (the landing page you wish to send people to)
  • Ad extensions (in the example above, Callout & Sitelink extensions are being used)

This article looks at how to best write each of these components to create an ad that gives you a higher click-through and conversion rate so that you can maximise ROI from your PPC budget.



Your ad headlines are the most important element of the ad and will play the biggest part in attracting searchers to your PPC ad, so make it scannable and attention-grabbing to persuade them to click on it. Google currently offers the ability to add 3 headlines to your ads, all with a 30 character limit.

The headline should be straight to the point and reserved for the most important messaging around your targeted keywords. Speak directly to the customer using ‘you’ and ‘your’ and write in title case as you would a headline for a blog post. Keep your messaging relevant, including unique benefits of the searcher going to your landing page over your competitors’ pages. For example, if you’re trying to sell a service you could offer a free call or consultation as an incentive for users to pick you over a competitor. It’s also important to create urgency by adding a call to action such as ‘buy now’, ‘sign up today’ or ‘shop for a limited time only’ to draw prospects in.


Display URL

The display URL is the URL that users see in your ad and may differ from the destination URL (final URL), which is the URL of the page your ad takes you to. After inputting your final URL during the ad creation stage, Google allows you to include two 15-character path fields after the display domain. This allows you to make your domain more engaging and relevant to the searcher.

Utilise these path fields to add text so that people can get a clearer idea of where they will be taken to if they click on your ad. Optimise your display URL by including keywords relevant to the specific desired page and relevant to what users are searching for.



Expanded search ads allow you to add two 90-character description lines – it’s important to utilise these! Your description should complement your headline and add value, so avoid repeating information already featured to truly utilise the space. Whilst a total of 180 characters may not seem like a lot, they can dramatically help increase the size of the ad, in turn increasing your chances of users clicking through to your website and converting. 

Use the description lines to highlight the most valuable benefits of your product or service and why people should choose you over your competitors. Think about what the searcher is searching for and how you can best meet their needs so that when users click your ad they find exactly what they’re searching for and their needs and goals are met.

Again, use ‘you’ to personally speak to your prospect and use keywords that are relevant to their search. By triggering positive and negative emotions for the user, this can impel customers to click through to your website.



Ad extensions give you the opportunity to add even more valuable benefits to your audience and give them more reasons to click your ad and inspire them to take action. Extensions also help increase the amount of space your ads take up in search results. Google currently offers the following extensions for search ads:

  • Location extensions
  • Affiliate location extensions
  • Callout extensions
  • Call extensions
  • Message extensions
  • Sitelink extensions
  • Structured snippet extensions
  • Price extensions
  • App extensions

Make sure you choose the extensions that are most relevant to your ad and will provide the most value to your target audience.


Writing PPC Ads That Convert 

Incorporate each of these elements of your ad to fully utilise the potential of expanded ads and turn browsers into buyers. Begin with three headlines that grab the attention of browsers and persuades them to click on your ad, optimise the display URL using relevant keywords, then write two descriptions that highlight the unique benefits of choosing you over your competitors. Then for the icing on the cake, add ad extensions to provide more value to your prospects.

Remember that it’s also important to have multiple ad variations in each ad group and A/B test which ads work best for your target audience every once in a while. 

To take away the pain of managing your PPC account, or to improve your return-on-investment, check out our PPC services for small businesses.


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