4 Google Ads Extensions You Need To Be Using

Are you overwhelmed by the number of Ad Extensions that are available?

Do you want to know which ones have the biggest impact on your campaigns?

In this article, I am going to share with you the 4 main manual Ad Extensions you need to be using to improve your Quality Score (QS), Click Through Rate (CTR) and Ad Ranking, without spending a penny more of your budget.

What Are Ad Extensions?

Ad Extensions are extra snippets of information about your business that can be added to text ads. These can include your business address, phone number, other products or services or even Google reviews.

There are two categories of Ad Extensions, manual and automatic.

Manual vs Automatic Ad Extensions

Sometimes Google will automatically curate data from various sources to create an extension for your ad. These are automatic Ad Extensions.  As you have no control over these, they can, on occasions, have a negative impact. For example, you may have received a negative review on Google My Business which may show against your ad.

On most occasions, if you have manual Ad Extensions set up, these override automatic extensions. However, Google will sometimes populate automatic extensions for testing purposes so this cannot be guaranteed.

Manual Ad Extensions are much more powerful than automatic as you can customise them to show specific information you want to advertise, giving you better results. However, as the name suggests, you have to create these yourself and add the relevant information. When people talk about Ad Extensions, it is usually manual extensions they are referring to.

The 4 Ad Extensions You Need To Be Using

Sitelink Extension

Sitelink Extensions are clickable links that send the searcher to other pages on your website from the main text ad. For example, if your main ‘Final URL’ sends people to a specific Product Page, you may decide to set up a Sitelink Extension that gives information about Postage and send the searcher to that page instead.

These are a great way show what other products or services you have available, or other important information about your business like the example above. The additional benefit is they take up more space on the search results, helping your ad to stand out.

Google will show up to 6 Sitelink Extensions on desktops, including the descriptions (if added), whereas mobile devices will show only 4 maximum with the title only showing. The ‘Sitelink Text’ is the headline with 25 characters available and you then have 2 description lines with 35 characters each available.

sitelink extensions

Pro Tips:

  • Make sure your headline (Sitelink Text) tells them all they need to know as the description lines do not appear on mobile devices
  • Capitalise each word to help the ad stand out
  • Add at least 6 relevant Sitelink Extensions to make full use of the space available
  • Unless you are creating a ‘mobile only’ campaign, ensure you fill out both description lines too!

Call Extension

Call Extensions are used to display your business telephone number alongside or below your ad.

These are particularly useful with the ever-increasing use of mobile devices as the searcher has the option to simply click on the number to call you, giving instant conversions and reducing the possibility of mis-dialling. Calls are charged at the same rate as a click through to your website.

This extensions should be used on ALL campaigns as you can then take advantage of the Google Call Forwarding which enables you to track calls and messages (if Message Extensions are being used) resulting from your ads.

Call extensions

Pro Tips:

  • If you have one main number for people to call, set the extensions up at Account level so that you do not have to repeat the set up on each Campaign.
  • Set your Call Extension schedule to only show your number during hours that someone is available to receive the calls.
  • If you have a separate number to dial for a particular Campaign or Ad Group, set the Call Extension up at the relevant level. This will override any extensions set at higher levels i.e. Account.

Callout Extension

Callout Extensions are used to advertiser other benefits of your business to your potential customers where a link to your website is not relevant. For example, Fully Qualified Experts or Free Shipping Available.

These appear under your ad in grey and are NOT clickable. However, they can add credibility to your business and they take up more space on the search results..

You can schedule Callout Extensions to only show certain ones at a particular time of the day or for a set period of time, making them a great time-sensitive way of advertising particular benefits and offers during holiday periods. For example, Guaranteed Xmas Delivery. Google will display up to 4 Callout Extensions and each can be up to 25 characters long.

callout extensions

Pro Tips:

  • Create a minimum of 4 Callout Extensions
  • Although you have 25 characters available, optimum length is 12-15 characters each to ensure they stand out. Using all 25 characters could mean there is only space for 3, especially on mobile devices.
  • Only capitalise the first word of each extension and not of every word, as this has been proven to be easier for people to read them side by side and differentiate the separate messages.

Structured Snippet Extension

Structured Snippet Extensions gives you 3 extra header texts to highlight key aspects of your business.

These are:-

  • Amenities
  • Brands
  • Courses
  • Degree Programmes
  • Destinations
  • Features Hotels
  • Insurance Coverage
  • Models
  • Neighbourhoods
  • Service Catalog
  • Shows
  • Styles
  • Types

Your industry will determine which is the best fit for your purpose. These are not clickable links although, again, they give you more coverage on the search results with 25 characters available for each.

You can add up to 10 values per selection and if it is relevant, you can complete as many of the different selections as you choose, although this is unlikely due to the diverse range available.

structured snippet ad extension

Pro Tips:

  • Keep your headers short so it is easy to read at a glance
  • Add at least 4 values per header so Google can select the most appropriate to your ad.


The title of this article is ‘The FOUR Ad Extensions You Need To Be Using’. However, if you have a bricks and mortar business i.e. Shop, restaurant etc, there is one more Ad Extensions that you should make full use of

Location Extension

Locations Extensions show the address of your business along with the distance from the searcher’s current location.

These are absolutely essential for bricks and mortar businesses that are targeting walk in trade i.e. Shops, Restaurants etc.

To enable Location Extensions, you must connect your ‘Google My Business’ account to Google Ads. If the searcher is using a mobile device, there is a clickable button which will then display directions to reach you.

location ad extension

Pro Tip:

  • If creating ads for several store locations, ensure each address is set up on ‘Google My Business’. Each address can then be added as Location Extensions.


There are many other Ad Extensions that can help you to achieve great conversions including Promotions, App and Price Extensions and if these are relevant to your business or current campaign, then I highly recommend using them.

In my opinion, however, the 4 (5 including retail) mentioned in this article are essential for EVERY business as they will have a direct impact on your Ad Ranking and ultimately, where your ads appear in the search results and how much you pay for each click.

For more information on how your Ad Ranking is affected, see my article ‘How To Dramatically Improve Your Ad Ranking’.

What Ad Extensions have given you the best results? I’d love to hear about them in the comments blow.

Are you still struggling to get the best return on investment on your campaigns? If so, why not let us take a look and give you a FREE performance check with a report of recommendations to get more for your money?

AdWords Performance check


If you are ready to jump straight in, then we have a great offer for you too!

We are happy to announce that we have room for 3 new Google Ads clients. We understand that this can be a big chunk out of your marketing budget, so to help with this, we are offering £75 off your first month’s management fee with Marketing with Ethics to help ease the pocket. This is not to be confused with the national offer of £75 off your ad spend with Google, that can be claimed in addition to this if you have never tried Google Ads before, giving you a great boost.

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So, if you think Google Ads may be the way forward for your business, book a chat with me today and we can see if we are a good match. Just click on my diary link below and find a good time for you, adding WINTER18 in the promotion code box and we can have a chat.

Hurry though, we have limited spaces and the offer runs out on 15th December 2018!

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Posted in Google AdWords.

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