Online Optimism’s Google Ads Extensions Guide

*Updated October 8, 2020

As the Ads Director at a Google Partner agency, there is one thing I notice when I audit new client’s accounts or as I am browsing along the web: ads without the extensions included! I’m here to explain why that is such a major mistake, and the smarter way to use your Ads extensions to your advantage.

No GOogle ads Extension is a Waste

We surmise the biggest challenge users face when it comes to creating effective ads is the limited space. In comparison to other forms of advertising such as television, print or media, you don’t necessarily have as much room as you would like to express all the amazing features of your business or product when using Google Ads. Not only does Google Ads have a character limit for text ads but there is only so much room your ad can take up. While that can be difficult to get around,  it is made much easier when you know how to properly utilize ad extensions. These additions literally allow you to extend the length of your ad. When you implement all of your extensions, you can expand your ad space and hopefully fit all the amazing features of your company within.

Extensions 101

The best part about being an advertiser with Google is they are always adding more extensions for advertisers. This type of relationship is what sets Google Ads apart from other forms of traditional advertising; the control and innovation. Sure, you can include your business phone number in a television commercial, but wouldn’t it be easier to have them just click on your phone number to get in touch with you? You can mention your “low prices” in your billboard ad or you could have the prices of different products right there below your description. That kind of efficiency is what customers appreciate and will have a more direct effect on your business. Online Optimism has created a handy guide that will help you get the most out of your Google Ads extensions.

1. Sitelinks

Sitelink extensions allow those that see your ads to go to different parts of your website other than your landing page. Because the sitelink extension allows both the title of the page and a small description, this extension usually takes up the most space on ads. With any ad, your goal should be to appear at the top of the page and furthermore, to take up as much space at the top so that organic results are pushed down so there is a greater chance of someone selecting your ad. For more help with sitelinks, read here.

Best Way to Use Sitelinks: If you have an ad group that targets a more generic or broad service, use sitelinks to show some specificity. Have four implemented in every ad group or campaign. It is the most that will ever show at once.

2. Call Extensions

Making it easy for your potential or current customers to get in touch with you is crucial to maintain a positive relationship. There is nothing more frustrating for a customer than needing to speak to someone and being unable to. That is why it is essential to have call extensions. If I had to recommend one extension every account HAD to have, it would be call extensions.

Best Way to Use Call Extensions: Always use them.

3.  Location Extensions

Localization is very important in the customer acquisition process. Customers feel more comfortable going with a local company rather than a larger, faceless corporation. More than that, if you are looking for a service and need it quickly, you’re likely going to go to the one that is the closest. Having your location extension implemented is great if you are a multi-location company, if proximity is an important factor to your customers, or if you want your audience to see that you’re a local company.

Best Way to Use Location Extensions: If you move locations, be sure to update your Google My Business Page.

4. Callout Extensions

As we said earlier, there is a limited amount of space in any online ad. Maybe you can’t fit all your promotion into the ad space (even with the expanded ad text ) callout extensions function to fill that need. Use this feature for small, promotional material you would like to callout to your audience.

Best Way to Use Callout Extensions: Think about the way your ad would appear if all of your Google Ads extensions were enabled in a single ad. Don’t mention “Best in Town” in your callouts, headline, description, and sitelinks. It is too much and defeats the purpose of the extension, to give you enough space to mention all of the features you can fit.


Throughout late 2019 and early 2020, Google tested and rolled out Lead Form Extensions for exclusively Search ads. However, in August 2020, Google upgraded lead form extensions to be available across YouTube and Discovery campaigns. The extensions are still in beta, but advertisers who have access to them are able to capture in-ad leads from consumers by allowing them to fill out a lead form without having to visit a landing page. If you want to cut down the steps a consumer has to go through to fill out a form, then you should include lead extensions in your ads.

Best Way to Use Lead Form Extensions: Use the lead form in ads where you want someone to contact you quickly with only imperative information (name, phone number, email, company, etc.).

6.  App Extensions

Many major brands have apps that can accompany their products and services. App extensions are a great way to remind your audience whether you are on mobile or desktop that you have an app that might streamline their experience. Having an app extension employed with your ads increases your chances of having app downloads.

Best Way to Use App Extensions: With a mobile campaign, always have the app extension present for devices. Don’t ignore the presence of tablets.

7.  Structured Snippets

Structured snippet extensions are really the ultimate extension of the extension. Allowing you to put tons of different categories of information in your ads that would otherwise not fit. Structured snippets can include anything from service catalogs, amenities, brands, courses, destinations, models, neighborhoods and more.

Best Way to Use Structure Snippets: Use as many forms that are available to you.

8. Price Extensions

Price extensions allow the advertiser to show the prices of different services and products within the account. This can be great for click-through rates (or not so great, depending on your prices). With price extensions, you can use different languages, specifications like Brands, Events, Locations, Service Tiers and more, as well as description of the item and price units. They can appear as cards below your ads so be sure to enable them to take up more ad space!

Best Way to Use Price Extensions: Be sure to keep your pricing accurate.

price adwords extensions

9. Message Extensions

Thanks to Google Ads’ message extensions, it has never been easier for a potential customer to reach your business. Now, when you provide your contact information, a user can send you a quick message. This is great for those looking for quick responses or for those in-the-moment purchases and decisions, also known as “micro moments.”

Best Way to Use Message Extensions: Make sure there is someone there to answer those messages. Consider scheduling this extension to cut down on any late night/early inquiries.

10. Affiliate Locations

If you are a business owner and sell your products through retail stores, you can use Affiliate Location extensions to tell your customers where they can find your product. On mobile. they can even tap for directions to that store. Using this extension is a great way to direct customers to your product without having to use precious ad copy space!  This is a great option for those businesses just starting out that might not have a storefront or an online store.

Best Way to Use Affiliate Extensions: If you don’t have a storefront or payment options on your website, use affiliate location extensions. 

11. image extensions (Beta)

In July 2020, Google enabled its Image Extension beta to a limited number of advertisers. Image extensions allow companies to include photos in their Responsive Search Ads and Expanded Search Ads. For retailers, Image Extensions are a great way to showcase a product upfront, which will help consumers better judge how relevant the advertisement to them.

Best Way to Use Image Extensions: Use images in ads for retail products

It is important and useful to use your extensions fully. They can increase your click-through rates and your expected click-through rates, which in turn can increase your ad rank and ultimately your ad’s visibility. As a PPC account manager, there is nothing worse than seeing ads online that don’t have their extensions fully fleshed out. Such a waste of money! If you want to get the most from Google Ads, take advantage of all the functionality offered.

For more information on running a top-notch PPC campaign, check out more on our blog or get in touch with Online Optimism today!