The purpose of Google ad extensions is to expand your online advertisement and give viewers additional information on your company or business. It gives them more reasons to choose your business. Typically, Google ad extensions increase the click-through-rate of an ad by a significant percentage.

Extensions are available in a wide range of formats, including; links to specific parts of your website, call buttons, additional text, location information, and more.

In this blog we share our knowledge about what ad extensions are and how they work and you can also watch a video on the topic too.

How Do Google Ads Extensions Work?

Google Ads customises the type of extension that they show in response to every search on Google to maximise your advertisement’s performance. It is therefore advisable to use several of the available extensions relevant to your business’s goals.

Extensions help add more content to your advertisement, giving it greater prominence and visibility on the search results page. As a result, you get more value from your ad. Extensions not only help to increase the total number of clicks on your ad, they also give potential customers additional and interactive ways to reach you, such as a phone number to make calls or maps for directions to your physical location.

Most of the extensions are manual, and they require to be set up. However, Google Ads may automatically add some extensions to your ad if they predict that they can improve its performance. Since no set up is required for the automated extensions, they do not show up among your options while setting up the manual extensions.

When Do Google Ads Extensions Show?

Extensions don’t necessarily show with your ad all the time after successfully adding them. There are various situations when an extension may show with your ad. These include;

  • When the extension or set of extensions is predicted to improve the performance of your ad
  • When the position or rank of your ad is high enough for the extension to show; Google requires that you meet the threshold of a minimum ad rank in order to show your extensions.
  • Your ad’s position on the Google search results page; Since there is a limited amount of space available on Google search results for ad extensions, ads at a higher position get priority to show their extensions.
  • The number of extensions you have enabled; Google shows your most useful and highest performing combination of eligible formats and extensions. Learn more

Google Ads Extensions Cost

You do not incur an extra cost to add extensions to your campaign. The clicks on your ads and extensions are charged at normal rates. Google Ads charges a maximum of two clicks per impression for every ad and its extension. Learn more

Google ad extensions help your ad to become bigger and more visible, encouraging potential customers to take direct action on your ads. As earlier mentioned, there are many types of extensions. However, some extensions are recommended for almost every business. These are;

1. Google Ads Sitelink Extensions

Google Ads Sitelink Extensions

The purpose of site link extensions is to direct your audience to some of your website pages, such as your store hours or a particular product. When a person clicks on this link, they are redirected to their specific area of interest or the product they want to buy.

2. Google Ads Callout Extensions

Google Ads Callout Extensions

A callout extension allows you to add more text to your advertisement. When the callout extension pops up, it allows potential customers to see a much larger and more detailed ad with information regarding your services or products. Ensure that you add a minimum of four callouts to your ad extensions to make them more likely to appear with your ad.

3. Google Ads Structured Snippets

Google Ads Structured Snippets

The purpose of structured snippets is to allure users to take interest in your business by highlighting some aspects of your services or products in your advertisements. They appear below your ad text via a list or header.

4. Google Ads Location Extensions

Google Ads Location Extensions

These extensions give customers directions to the physical location of your business. They are especially necessary for business in the food and hospitality industry, such as hotels and cafes.

5. Google Ads Call Extensions

Google Ads Call Extensions

They allow customers to call your business directly in order to make orders or inquiries.

When setting up your extensions, it is advisable to add as many as you can. Google will then select the most suitable ones, depending on the factors mentioned above in this article, and either shows two or four extensions along with your advertisement.

If you wish to keep track of your extensions’ performance, you can do so by visiting your Google Ads account to see how many impressions and clicks your ad has received, the cost you incurred from these clicks and impressions, and other statistics. By acquiring this data, you can decide the type of extensions that work best for your ad and whether you should add or remove an extension. 

If you are interested in ad extensions, you can learn more here.

If you enjoyed this article, you may also like:

You can also join us live on YouTube on weekdays at 4 pm UK time, where we share our expertise and answer any questions you may have. Set your reminder here.

About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
Connect with him on

Get The Latest Blog Posts In Your Inbox

Never miss a blog post! Enter your email below and be the first to be notified of any
new blog posts we put up.