Quick answer: Ad extensions (now called "assets" in Google Ads) are extra pieces of information added to a search ad: sitelinks, callouts, structured snippets, prices, locations, calls. They expand the ad’s real estate on the SERP, lift CTR, and contribute to better Ad Rank without raising bids. Not using them is leaving free performance on the table.
What Are Ad Extensions?
Ad extensions (now officially called assets by Google) are additional pieces of information you can attach to your Google Ads to make them more prominent and informative. They expand your ad in the search results, showing extra links, contact information, reviews, or calls to action without increasing your cost per click.
More space in the search results means more visibility, more click opportunities, and higher chance the user finds what they need. They also improve Ad Rank, Google factors in the expected impact of assets when calculating your position.
Common Ad Asset Types
- Sitelink assets: Additional links to specific pages, Our services, Get a quote, About us
- Callout assets: Short text snippets highlighting key benefits, Free quotes, Family run, No call-out charges
- Structured snippet assets: Highlight specific types of products, services, or features
- Call assets: Add your phone number so users can call directly from search results
- Location assets: Show your address, linked to Google Maps
- Lead form assets: Allow users to submit a lead form directly in Google
- Price assets: Show specific products or services with prices
Why You Should Always Use Extensions
There is no additional cost for extensions appearing, you pay the same CPC whether they show or not. They increase the visual footprint of your ad and provide more entry points to your site. Not using them is leaving free real estate on the table.
Our PPC campaigns always include a full set of relevant assets as part of initial setup.
The Main Ad Extension Types
- Sitelink extensions: additional links below the ad to specific landing pages.
- Callout extensions: short non-clickable phrases (“Free Shipping”, “24/7 Support”).
- Structured snippet extensions: pre-defined categories with values (Services: SEO, PPC, Web Design).
- Call extensions: phone number directly clickable from mobile.
- Location extensions: address pulled from your Google Business Profile.
- Price extensions: visible price information for products or services.
- Promotion extensions: highlighted offers and discounts.
- Lead form extensions: native lead capture without leaving the SERP.
Why Extensions Matter
- Lift CTR by 10 to 20 percent on average compared to ads without extensions.
- Improve Ad Rank without changing bids.
- Take more SERP real estate, pushing competitors lower visually.
- Add useful information without extending the main headline space.
Frequently Asked Questions
How many ad extensions should I add?
All applicable ones. Each extension type is its own slot and Google decides which to show in any given auction. Adding more relevant extensions increases the chance Google shows extensions in your ads, which lifts CTR. There’s no penalty for adding extensions Google ends up not showing.
Are ad extensions a ranking factor?
Not directly, but they affect Ad Rank, which determines whether and where your ads show. Extensions improve expected CTR (one of Quality Score’s components) and add visibility, both of which lift Ad Rank. The path is indirect; the impact is real.
Can extensions hurt performance?
Rarely. The only common mistake is adding sitelinks or callouts that don’t match the ad’s search intent or that point to weak landing pages. Sitelinks should add useful navigation; callouts should highlight genuine differentiators. Generic or off-message extensions get ignored by Google and don’t help.
Do extensions work with Performance Max?
Yes, indirectly. Performance Max uses asset groups (the new name for extensions) as inputs, alongside images, videos, and headlines. The same principles apply: more relevant assets give Google more options, which generally improves performance.
Take this further
Ad extensions are some of the easiest free wins in Google Ads. Most accounts we audit are missing at least three relevant extension types.
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