Ad Extensions
Additional information that expands your search ads with extra business details like phone numbers, links, or location.
Definition
Ad extensions (now called "assets" in Google Ads) are additional pieces of information that expand your search ads beyond the basic headline and description. They provide more reasons to click and take up more real estate on the results page, improving visibility and click-through rates.
Common extension types include sitelinks (additional page links), callouts (feature highlights), structured snippets (category lists), call extensions (phone numbers), location extensions, price extensions, and promotion extensions. Google automatically selects which extensions to show based on context and predicted performance.
Why It Matters
Ad extensions improve both ad quality and performance at no additional cost per click. They increase ad size and visibility, provide more information to potential customers, and signal relevance to Google's ad quality algorithms.
Google's own data shows extensions can improve click-through rates by 10-15% on average. They're one of the simplest ways to improve campaign performance without increasing bids.
Examples in Practice
A service business adds call extensions and sees a 40% increase in phone leads from the same ad spend.
An e-commerce site implements sitelinks to top categories, increasing CTR and providing shortcuts to high-converting pages.
A local business uses location extensions to appear in "near me" searches, driving foot traffic from mobile searchers.