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.