The Ultimate Guide to Google Ads Extensions in 2024


    Google Ad Extensions have been used by businesses since the beginning of the online advertising industry. They are an essential part of any online advertising campaign. Google Ad Extensions are a set of tools that can be added to your Google Ads (formerly known as Google AdWords) campaign to enhance the performance and visibility of your ads. These extensions can include things like phone numbers, location information, and additional links, which can help increase the click-through rate (CTR) of your ads and ultimately lead to more conversions.

    What is Google Ad Extensions?

    What is google ad extensions

    Google Ad Extensions are additional pieces of information that can be added to your text ads on Google Ads. These extensions allow advertisers to provide more information about their businesses, products, or services and can help make their ads more relevant and useful to users.

    How do Google Ad Extensions work?

    All Search advertising inside an account, campaign, or ad group may be customized with Google Ad extensions, which are available for free. They are not guaranteed to appear every time your ad is seen by a viewer because Google’s algorithm determines when they will appear based on a variety of criteria, like the placement of your ad, other advertisements on the page, the performance of your extension in the past, and more.

    Benefits of Google Ad Extensions

    Benefits of Google ad extensions

    Google Ad extensions are a feature of Google Ads that allow advertisers to add additional information to their ads, such as a phone number, business address, or other links to specific pages on their website. Some benefits of using ad extensions include:

    1. Increased visibility

    Google Ad Extensions are a great way to increase visibility for your ads in the Google search engine. They allow you to add additional information to your ads, such as location, contact information, and more. This additional information helps attract more potential customers and can result in higher click-through rates and more conversions. Additionally, Ad extensions can help your ad rank higher in the search engine results, as Google rewards ads with extensions with higher quality scores.

    2. Greater relevance

    The Google Ad Extensions feature allows businesses to add more information to their ads, such as contact information, product images, business locations, and more. By including this extra information, businesses are able to improve the relevance of their ads for potential customers. This greater relevance can lead to higher click-through rates and more conversions, as customers are more likely to click on an ad that is tailored to their needs.

    3. Increased click-through rate (CTR)

    Google Ad Extensions provide a great advantage to advertisers by increasing the visibility and relevance of their ads, thus resulting in an increased click-through rate (CTR). Ad Extensions allow advertisers to provide additional information, such as product images, pricing, location, reviews, and more, all within the ad itself, creating a more comprehensive and informative ad experience for potential customers. This increased visibility and information help draw in potential customers, resulting in higher CTRs.

    4. Cost-effective

    Google Ad Extensions are a cost-effective way for advertisers to improve the performance of their ads. Because they are a free feature of Google Ads, advertisers can add additional information to their ads without incurring any additional costs. This can increase the visibility, relevance, and click-through rate of their ads, leading to more traffic to their website without spending more money on advertising. Additionally, advertisers can use ad extensions to track the performance of their ads and make adjustments as needed to improve results, This can be a cost-effective way of optimizing their ads.

    5. Improved performance 

    Google Ad Extensions can help improve your performance in AdWords by allowing you to extend the reach of your ads and make them more relevant to the user, as well as providing additional information to the potential customer. This can help to increase CTR, improve Quality Score and lower cost per click, resulting in improved performance for your AdWords campaigns.

    Learn about | How do Google Ads Generate Responsive Search Ads?

    Types of Google Ads Extensions

    On Google Ads, there are a total of 19 accessible ad extensions, eight of which are dynamic, and the other 11 are manually configured. There is no right or wrong answer when it comes to whatever type you select, even though we have divided our choices in this way.

    Dynamic extensions are built by Google’s algorithm, utilizing various data and information from your account and website. Meanwhile, manual extensions need you to spend some time setting them up exactly how you wish.

    There are two types of ads extensions

    1. Manual Ad Extensions

    2. Automated Ad Extensions

    Manual Google Ad Extensions

    Here’s taking a closer look at the manual Google Ad Extensions:-

    1. Sitelink extensions

    One of the most popular Google ad extensions is the sitelink extension. These extensions are extra links that appear beneath your advertisement on the SERP. Because of how they are set up and function, we’d like to think of Sitelinks as “little ads.”

    With them, there are four blanks there for you to fill up. The first is the actual link text, or “Sitelink text” on the platform, which informs the reader of what they may click on. To put it another way, think of it as the headline of an advertisement. You can provide additional context for your link in the second and third description lines, which have a maximum character count of 25. Finally, you will need to include the URL.

    Who should use sitelink Google Ad Extension

    Everyone who wants to improve their click-through rates. Sitelinks are useful for increasing website traffic since they provide visitors with another reason to click. Sitelinks can help drive traffic to your website. All by themselves, Sitelinks are mini-ads. They have available space that needs to be filled, as shown in the image. They are known to help advertisers increase their click-through rate. 

    Learn more about sitelink ad extensions

    2. Callout extensions

    Google Ads callout extensions are extremely well-liked because of how nice and straightforward they are. These “extensions” are merely brief text passages that follow your ad descriptions. And by brief, I mean only up to 25 characters.

    They appear exactly the same as your description text on the SERP. Simply put, this Google Ads extension type allows you to add more text than you might have otherwise been able to. It is beneficial to “call out” details like “BBB A+ Rated” or “Family Owned and Operated” that you might not have previously stated.

    Who should use the callout Google Ad Extension?

    Regardless of your objectives, Google Ads callout extensions are a wonderful fit for any business out there. They provide you the chance to use extra keywords to help your ad rank and help you fill out your ad so it appears more robust on the SERP.

    Learn more about callout ad extension

    3. Structured snippet extensions

    Structured snippet extensions Google Ad Extensions are a type of advertisement extension used to highlight specific aspects of a business or product. This extension allows you to add a short list of up to 10 values that appear in a specific format below your ad. These values can be used to define the product or service that you are advertising, such as the types of items that you offer.

    Similar to callout extensions, but with a different twist, are structured snippet extensions. These give a brief overview of the products or services you may offer. From the standpoint of the viewer, they look identical to callout extensions because they display immediately next to your ad description content.

    You must select a “Header” language and category in order to configure a structured snippet extension. This pre-written material will automatically show before the structured snippet listings you’ve selected. After that, you can combine up to 10 values of 25 characters.

    Types of structured snippet extensions
    Types of structured snippet extension
    1. Amenities– Amenities in structured snippet extensions in Google Ads are a way for businesses to highlight their offerings to potential customers
    2. Brands– Brands Extensions in Google Ads are a way to promote your brand and products in search results.
    3. Courses– This extension allows you to advertise your educational institution and any related courses on the search engine results page
    4. Degree programs– Google Ad Extensions for degree programs include Sitelink Extension, Call Extension, Location Extension, Structured Snippet Extension, Price Extension, and App Extension.
    5. Destinations– Destinations extensions are a type of Google Ads extension that lets you showcase your business address, phone number, and business hours to potential customers.
    6. Insurance coverage– Insurance coverage extensions allow insurers to showcase additional information about their insurance coverage offerings in their ads.
    7. Models– The model extensions in structured snippet Google Ad Extensions include: Automobiles, Businesses, Courses, Events, Jobs, Products, Properties, Services, and Reviews.
    8. Neighborhoods– Neighbourhoods extensions in structured snippet Google Ad Extension are a way to provide more detailed information about local businesses.
    9. Service Catalog– Service catalog extensions allow advertisers to showcase their product and service offerings, by providing an overview of the products and services they offer. 
    10. Shows– This extension allows advertisers to show a list of items in a specific category
    11. Styles– Styles extensions allow advertisers to highlight specific features and aspects of their product or service.
    12. Payment– Payment extensions are additional lines of text that appear in your Google Ads, providing customers with more information about the payment options available for your products or services.
    13. Financing– Financing extensions are used to show customers different financing options that may be available to them.
    14. Rentals– Rentals extensions allows businesses to showcase the equipment, vehicles, or other items they have available for rent.

    Who should use the structured snippet Google Ad Extension?

    Structured snippets can be tailored to meet various organizations, but because of the templated heading options, advertisers that want to promote goods or services are most likely to employ them. 

    Learn more about Structured snippet extensions

    4. Image extensions

    This Google Ads extension’s name certainly helps to clarify what it does, which is to show an image beneath an advertisement. To be shown beneath your ad copy, you can upload square 11 photos that are up to 5120KB in size.

    A visually-appealing product or service can take advantage of the image extension. This one is highly recommended for a business that offers a visually-appealing product or service. A word of caution while using image extensions, you must make sure that the image meets the quality standards of Google ads. 

    Who should use image Google Ad Extension

    Image extensions could be advantageous for any company that provides a visually appealing commodity or service. Google has listed a few other needs, though. To be qualified for Google Ads image extensions, you must fulfill the following requirements:-

    • There have been at least 90 days since your account opened.
    • You have a solid track record of adhering to policy.
    • You’ve had running campaigns for at least a month, including ones for Search advertisements.
    • There are no sensitive vertical categories associated with your account, such as those for sexual material, alcohol, gambling, or healthcare.

    Learn more about Image ads extensions

    5. Call extension

    The call extension gives the advertiser a high chance of pulling an interaction from the viewer. Accompanied by a phone number, call extensions are used to drive calls to a business. With a number displayed, the user need not visit the landing page to view the business calling number. 

    Call extensions are designed to increase call volume for your company. It adds your preferred phone number to your advertisement. The extension for mobile advertisements will show up below the ad. It will appear next to your display URL on the desktop.

    Viewers will be able to call your company directly with this Google Ad Extension since they will be able to see your phone number without having to visit a landing page.

    Who should use the call Google Ad Extension?

    The call Google Ad Extensions are recommended for almost all advertisers even if your company doesn’t primarily rely on phone calls. It’s another approach to produce a better advertisement with more opportunities for viewer participation.

    Learn more about Call extension

    6. Lead form extensions

    Google Ads lead form extensions can help you increase conversions if that’s what you’re after. Instead of making your viewers go through to a landing page, they enable them to complete a form right on your advertisement.

    Being a bit more involved, this Google Ad Extension requires you to go through a number of steps, including accepting Google’s Terms of Service, setting up all the questions, creating a submission message for completed forms, selecting a call to action, and deciding how you’ll track and/or export any leads you receive.

    Who should use lead form Google Ad Extension?

    Lead form extensions are Google Ads extensions that allow advertisers to add a form to their ad that allows users to submit contact information directly. This information can include name, email address, phone number, company name, and job title.

    Any business that aims to collect information from its audience can leverage Google Ads lead form extensions. Furthermore, if the aim is to increase your conversions, this particular Google Ad Extension is highly recommended. The image explains how this extension works. Use Google Ads lead form extensions if your company wants to generate leads or gather customer information.

    Learn more about Lead form extensions

    7. Location extension

    Below your ad copy, location extensions display an address. You cannot enter any old address there, though. You will have the option to select from locations that have previously been synchronized to your account using the settings for your business information.

    Who should use the location Google Ad Extension?

    If the aim of the business is to increase footfall, this Google Ad Extension will work. As displayed in the image, this Google Ad Extension allows the advertiser to share the business address just below the ad copy. Furthermore, the advertiser is provided with the option to select from the locations that are already synced with the account. 

    Learn more about Location extension

    8. Affiliate location extensions

    The affiliate location extension was developed by Google Ads for multi-location or franchise marketing reasons. This templated addon gives you the option to select from a global list of either general merchants or auto dealers to add to your advertisement. The affiliate location extensions will display the location of the car or retail chain closest to the viewer when they see your advertisement.

    Who should use affiliate Google Ad Extension?

    Affiliate location allows businesses to display their physical store locations within their Google Ads. The above image displays that affiliate location extensions are a great way for businesses to both attract customers to their physical stores and build trust with potential customers by showing them nearby locations. 

    Learn more about Affiliate location extensions

    9. Price extension

    Given that you may list particular items together with their pricing and descriptions, Google Ads price extensions are product- and offer-focused. A section of the extension includes templated options from Google, such as the product category, currency, and any pricing exclusions. You can then list the product name, description, price, and ultimate URL after selecting them. Within one buildout, you can add up to eight price extensions.

    Who should use the price Google Ad Extension?

    Any business that wants to list prices on items like service bundles, events, products, neighborhoods or locations (for real estate marketing), and more could find this extension useful. In the image, we have explained how this extension works. While using this Google Ad Extension, the price must be updated on a regular basis.

    Learn more about Price ad extension

    10. App extensions

    App extensions advertise app downloads beneath your ad copy. The only way for your app to appear as an extension option when you search is if it is already listed on iOS or Android.

    Who should use the app Google App Extension?

    If your business uses an app, this extension is recommended for you. Business owners can attempt to use this extension in search campaigns that complement an existing and active ad campaign. When this is done, the business app downloading opportunities across multiple platforms are maximized. 

    Learn more about App extensions

    11. Promotion extensions

    Extensions of promotions are ideal for one-time deals or discounts. They give you the option to select from a pre-populated list of promotion kinds, offer information, and currencies, much like price extensions do. The promoted item description, a final URL, and whether or not to set a start and end date for the extension are the last fields to fill in.

    Who should use the promotion Google Ad Extension?

    The promotion Google Ad Extension can be customized to fit a wide range of offers, sales, promotions, and discounts. Thus, any advertiser can take advantage of this extension. As demonstrated in the image, this Google Ad Extension is suggested if you wish to make users aware of limited-time offers or seasonal discounts. 

    Learn more about Promotion extensions

    Automated Google Ad extensions

    Automatic extensions usually referred to as “dynamic” extensions, are fantastic choices if you don’t have a lot of time for PPC auditing or management.

    Editing dynamic extensions are not possible. The information from your landing pages, the queries you show up for, historical data, company settings, and other sources are used by Google’s algorithm to construct them for you.

    You must click “Automatic extensions” from the bottom of your first extensions page in order to enable or disable these automatic Google Ad extensions. Then, select the three dots in the upper right corner to access “Advanced Settings.” Having said this, it must be noted that individual automatic extensions can be set ‘on’ or turned ‘off’.

    Here is a short, concise list of all the dynamic Google Ads extensions.

    1. Dynamic sitelinks

    Dynamic sitelinks in Google Ad Extensions are a type of ad extension that automatically generates links to specific pages on an advertiser’s website. These links are designed to be more relevant to the user’s search query and are generated in real-time based on the content of the advertiser’s website.

    Learn more about Dynamic sitelinks

    2. Dynamic callouts

    Dynamic callouts are supplementary text assets that automatically appear with your search advertising and allow users to learn more about your goods and services right away. Dynamic callouts don’t need to be set up, and they allow the system more chances to display assets with your adverts.

    Learn more about Dynamic callouts

    3. Dynamic structured snippets

    As displayed in the image, the dynamic structured snippet extension gives advertisers the freedom to add extra information to their text ads in the form of a list or a table. Information like product features and advantages of the product are derived from the advertiser’s website and are automatically updated. Users can discover more about your company by using dynamic structured snippets. It is a kind of content that automatically displays more information about your website along with your adverts

    Learn more about Dynamic structured snippets

    4. Automated app extensions

    This Google Ad Extension can be a powerful tool for advertisers looking to drive app downloads and increase engagement for their mobile apps. The extension is automatically generated by Google, based on the advertiser’s app information in Google Play Store or Apple App Store, which means that the advertiser does not need to create the ad extension themselves.

    Learn more about the Automated app extension

    5. Automated location extensions

    The automated location extensions allow advertisers to automatically show their business address, phone number, and a map marker in their text ads. This extension is designed to help users find the advertiser’s physical location more easily and can be particularly useful for businesses with multiple locations 

    6. Dynamic image extensions

    Dynamic image extensions are a type of extension that allows advertisers to display a rotating set of images in their ads, rather than a single static image. These images can be used to showcase different products or features of a business and can help to increase the visibility and engagement of an ad. 

    Learn more about Dynamic image extensions

    7. Longer ad headlines

    When your ads are shown in the top places on Google, longer ad headlines enable description lines that are full phrases or sentences to be moved to the headline. By following these methods, extensions and longer ad headlines can be disabled.

    Learn more about Longer ad headlines

    8. Seller ratings

    Seller ratings extensions are a type of Google Ad Extension that displays ratings on Google Ads. These ratings are based on customer reviews and ratings collected from various sources such as Google Shopping, Google Local, and third-party review sites. The rating is displayed as a number out of 5 stars, along with the total number of reviews, as displayed in the above image. 

    Finding companies that provide high-quality services is made easier by seller ratings. Advertisers who use seller ratings can increase the effectiveness of their ads and get more quality leads.

    Learn more about Seller rating extension

    How to create a Google ad extension?

    How to add google ad extension

    You can create a Google ad extension by following the simple steps which include:-

    1. Log into your Google Ads account

    2. Create a new ad extension.

    3. Choose the Google Ad Extension that you wish to use.

    4. Enter the details for the extension.

    5. Add the destination URL for the extension.

    6. Review and confirm your ad extension.

    7. Link the extension to the appropriate campaigns or ad groups.

    8. Monitor the performance of the ad extension.

    How to Add Google ad extension to your existing Google ad campaign

    Did you know that you can add a Google ad extension to your existing Google ad campaign? Here’s how you can do it.

    1. Sign in to your Google Ads account and navigate to the Campaigns tab. 

    2. Select the campaign you want to add ad extensions to. 

    3. Click the Ad extensions tab from the menu on the left side of the page. 

    4. Select the type of ad extension you want to add. 

    5. Enter the relevant information for the extension and click Save.

    6. Select the extension you want to add to the ad groups in the campaign. 

    7. Check the box next to each ad group you want to add the extension to and click the Apply button.

    8. By clicking on the save button save your changes.


    Q1. Can Google ads be used to increase the click-through rate (CTR) of your ads?

    Ans: These extensions are used to make your ads more attention-grabbing and improve the overall performance of your campaigns. 

     Q2. What is the cost to implement Google ad extensions?

    Ans: Google ad extensions are free. They can be added to a campaign, an ad group, or an account. However, there is no guarantee that the Google ad extension appears every time the ad is visible to the user. 

     Q3. How many extensions are available in Google ad extensions?

    Ans: In all, there are 19 Google ad extensions that are available. Of them, as many as 11 need to be set up manually and the remaining eight are dynamic. While manual extensions can be set up in a few minutes, dynamic Google ad extensions are created by Google’s algorithm. 

     Q4. Can Google ad extensions generate quality leads?

    Ans: One of the biggest advantages of Google as an extension is its ability to generate quality leads. The Google ad extensions are packed with information that prompts the user to click on them. 


    In a nutshell, IndeedSEO provides the brief summary on Google Ad Extensions and it is a powerful set of tools that can help you to increase the visibility and performance of your ads. By using extensions such as call, location, sitelinks, review, and app, you can provide more information to users and make it easier for them to find your business and convert. As always, it is important to test different extension combinations and see what works best for your specific business.

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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