Ad Extensions (Assets)
Google AdsDefinition
Ad extensions (renamed to "assets" by Google) are additional pieces of information that expand your search ads with extra links, phone numbers, locations, prices, or other details. They increase ad visibility, improve CTR, and contribute to Ad Rank at no additional cost per impression.
Google Ads offers multiple extension types: sitelinks (additional landing page links), callouts (feature highlights), structured snippets (category lists), call extensions (phone numbers), location extensions (business address), price extensions (product/service pricing), image extensions (visual assets), and promotion extensions (sales/offers).
Extensions are free to add — you only pay when a user clicks on the extension itself (like a sitelink). Google selects which extensions to show based on predicted performance, ad position, and available space. Having more extensions gives Google more options, increasing the chance your ad occupies more screen real estate.
Add all relevant extension types at the account, campaign, and ad group levels. Write sitelinks pointing to your most important pages. Create callouts highlighting differentiators. Set up structured snippets for service categories. Add call extensions with business hours. Review extension performance monthly and replace underperformers.
Extensions directly improve Ad Rank, meaning they can help you achieve higher positions at lower CPCs. Google reports that adding extensions increases CTR by an average of 10–15%. They also provide more information before the click, pre-qualifying visitors and improving conversion rates.
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Frequently Asked Questions
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At minimum: sitelinks, callouts, and structured snippets. These are universal. Then add call, location, and image extensions as applicable. More extension types give Google more options to enhance your ads.
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Adding extensions is free. You only pay when someone clicks on a clickable extension (like a sitelink or call extension). Callouts, structured snippets, and other informational extensions cost nothing extra.
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Extensions only show when your ad reaches a high enough position and Google predicts the extension will improve performance. Low Ad Rank, low bids, or poorly written extensions can prevent display. Check that extensions are approved and not limited.
Not using all available ad extensions?
We set up and optimize every relevant extension type to maximize your ad visibility and CTR.