Google Ads Extensions: Every Type Explained with Examples

Google Ads extensions — rebranded as "Assets" in 2022 but still universally called extensions — are additional pieces of information that expand your ad with extra links, phone numbers, locations, prices, and more.

They're one of the easiest wins in Google Ads. Extensions increase your ad's click-through rate by 10-15% on average. They're free to add, they make your ad larger on the page (pushing competitors down), and they give searchers more reasons to click.

Despite this, many advertisers only set up one or two types. This guide covers every extension type available in 2026, with real examples and setup guidance.

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Why Extensions Matter

Extensions improve performance in three ways:

1. Higher CTR — More information means more reasons to click. Google's data shows a 10-15% average CTR lift.
2. Better Quality Score — Google factors "expected impact of extensions" into Ad Rank. More extensions = higher Ad Rank.
3. More real estate — Extensions make your ad physically larger, pushing competitors lower on the page. A fully extended ad can take up 2-3x the space of a basic ad.

Extensions are free. You only pay when someone clicks your main ad or an extension link. There's no reason not to use them.

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Sitelink Extensions

What they are: Additional links below your main ad that point to specific pages on your website.

Example:

Ad: Premium Running Shoes — Free Shipping
www.example.com
[Men's Running Shoes] [Women's Running Shoes] [Sale Items] [Size Guide]

Best practices:

• Add 8-10 sitelinks per campaign (Google shows 2-6 depending on device)
• Each sitelink should point to a unique page
• Include the page's main benefit in the description
• Update seasonal sitelinks (Holiday Gift Guide, Summer Sale)
• Use sitelinks for your highest-converting pages

Example sitelinks for ecommerce:

• "New Arrivals" → /new
• "Best Sellers" → /best-sellers
• "Free Returns Policy" → /returns
• "Track Your Order" → /order-tracking

Example sitelinks for B2B:

• "Request a Demo" → /demo
• "View Pricing Plans" → /pricing
• "Customer Case Studies" → /case-studies
• "Free ROI Calculator" → /calculator

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Callout Extensions

What they are: Short phrases (25 characters max) that highlight key benefits. They appear as a row of text below your ad but are NOT clickable.

Example:

Ad: Premium Running Shoes — Free Shipping
www.example.com
Free Shipping · 30-Day Returns · Price Match Guarantee · 4.9★ Rating

Best practices:

• Add 6-8 callouts per campaign
• Focus on benefits and differentiators
• Keep them short (under 20 characters is ideal)
• Don't repeat what's already in your ad headlines or descriptions
• Use a mix of trust signals and value propositions

High-performing callout examples:

• "Free Shipping Over $50"
• "24/7 Customer Support"
• "No Contract Required"
• "Money-Back Guarantee"
• "Trusted Since 2010"
• "5,000+ 5-Star Reviews"
• "Same-Day Dispatch"
• "Family-Owned Business"

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Structured Snippet Extensions

What they are: A header + list format that showcases specific aspects of your products or services. Google provides predefined headers.

Available headers: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types

Example:

Ad: Premium Running Shoes — Free Shipping
www.example.com
Brands: Nike, Adidas, Brooks, New Balance, ASICS, Hoka

Best practices:

• Use 2-3 different header types per campaign
• List 4-6 values per snippet
• Choose headers that match your business (Types, Brands, and Service catalog are most versatile)
• Keep values specific and recognizable

Examples by business type:

Ecommerce:

• Types: Road Running, Trail Running, Racing Flats, Walking, Cross Training
• Brands: Nike, Adidas, Brooks, New Balance, ASICS

SaaS:

• Types: CRM, Email Marketing, Analytics, Automation, Reporting
• Service catalog: Setup, Migration, Training, Custom Development

Hotel:

• Amenities: Free WiFi, Pool, Spa, Restaurant, Gym, Parking
• Neighborhoods: Downtown, Beachfront, Arts District

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Call Extensions

What they are: Add a phone number to your ad. On mobile, users can tap to call directly.

Example:

Ad: Emergency Plumber — 24/7 Service
www.example.com · (555) 123-4567

Best practices:

• Use a tracked phone number (Google call forwarding)
• Set call extensions to show only during business hours
• Use a local number, not toll-free (higher answer rates for local businesses)
• Enable call reporting to track calls as conversions

Best for: Local services, healthcare, legal, any business where phone calls are a primary conversion action.

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Location Extensions

What they are: Show your business address, map pin, and distance from the searcher. Requires linking your Google Business Profile.

Example:

Ad: Fresh Sushi Restaurant — Order Now
www.example.com
123 Main St, Portland · 0.5 miles · Open until 10 PM

Best practices:

• Link Google Business Profile to Google Ads
• Ensure your address and hours are accurate
• Combine with local campaigns for maximum local visibility
• Enable location-based bid adjustments

Best for: Brick-and-mortar businesses, restaurants, retail stores, service businesses with physical locations.

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Price Extensions

What they are: Show pricing for specific products or services in a scrollable card format.

Example:

Ad: Running Shoes for Every Budget
www.example.com
[Men's Road: From $89] [Women's Trail: From $99] [Kids': From $49]

Best practices:

• Show 3-8 price items
• Use "From $X" for variable pricing
• Link each item to its specific product/category page
• Update prices immediately when they change
• Put your most popular/competitive items first

Best for: Ecommerce, restaurants, service businesses with clear pricing tiers, SaaS with defined plans.

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Promotion Extensions

What they are: Highlight sales, discounts, and special offers with a price tag icon.

Example:

Ad: Premium Running Shoes — Free Shipping
www.example.com
🏷️ Spring Sale: 20% off all running shoes — Code: SPRING20

Best practices:

• Include the discount amount/percentage
• Set start and end dates (creates urgency)
• Use promotion occasion tags (Black Friday, Back to School, etc.)
• Update or remove expired promotions promptly
• Stack with seasonal sitelinks for maximum impact

Best for: Any business running promotions, especially ecommerce during sale events.

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Image Extensions

What they are: Add relevant images alongside your text ads. Available for Search campaigns.

Best practices:

• Use high-quality, relevant images (1200x628 minimum)
• Show products, not logos
• Don't use images with text overlays (Google may reject them)
• Test 3-5 different images per ad group
• Use images that match the ad's specific offer

Best for: Ecommerce, travel, food, any visually driven product/service.

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Lead Form Extensions

What they are: Allow users to submit a lead form directly from the ad without visiting your website.

Form fields available: Name, email, phone, company name, job title, zip code, and custom questions.

Best practices:

• Keep the form short (name + email + phone maximum)
• Offer something valuable for submitting (free consultation, quote, demo)
• Set up CRM integration to follow up immediately
• Use the "More Qualified" setting if you want higher-quality but fewer leads

Best for: B2B, professional services, real estate, automotive, education.

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App Extensions

What they are: Add a link to download your mobile app alongside your ad.

Best for: Businesses with a mobile app who want to drive installs alongside their main ad.

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Seller Ratings

What they are: Automatic extensions that show your business's star rating (from third-party review sites). Not manually created — Google pulls these from Google Customer Reviews, Trustpilot, BBB, etc.

Requirements:

• 100+ unique reviews in the last 12 months
• 3.5+ star average rating

How to get them:

• Collect reviews on Google, Trustpilot, or other supported platforms
• Ensure your business name is consistent across review platforms
• Be patient — it takes 100+ reviews before seller ratings appear

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Extension Strategy by Business Type

Ecommerce Store

1. Sitelinks → Top categories, sale page, new arrivals, size guide
2. Callouts → Free shipping, return policy, ratings
3. Price Extensions → Top products with pricing
4. Promotion Extensions → Current sales
5. Image Extensions → Product photos
6. Structured Snippets → Brands, product types

B2B / SaaS

1. Sitelinks → Pricing, demo, case studies, blog
2. Callouts → Free trial, no credit card, SOC2 certified
3. Lead Form Extensions → Request demo form
4. Structured Snippets → Service catalog, types
5. Call Extensions → Sales number during business hours

Local Service Business

1. Location Extensions → Address and hours
2. Call Extensions → Phone number (business hours only)
3. Sitelinks → Services, reviews, areas served, booking
4. Callouts → Licensed, insured, same-day service
5. Structured Snippets → Service catalog

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Measuring Extension Performance

Track extension performance in Google Ads:

1. Go to Ads & Assets > Assets
2. Review impressions, clicks, and CTR for each extension type
3. Compare extension types — which ones drive the most incremental clicks?
4. Remove underperforming extensions and test new ones

Key metrics:

• Extension CTR — how often each extension gets clicked
• Incremental clicks — clicks you wouldn't have gotten without the extension
• Contribution to Ad Rank — monitored through overall CTR and Quality Score trends

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Final Thoughts

Extensions are the highest-ROI optimization in Google Ads. They cost nothing to add, they improve CTR and Quality Score, and they give searchers more reasons to choose your ad over competitors.

Set up at least 4-5 extension types per campaign, test different versions, and review performance monthly. Combined with strong ad copy and landing pages, extensions help you dominate the search results page.

When running ads across multiple platforms, consistency matters. The benefits and trust signals you highlight in Google Ads extensions should align with your Meta and TikTok ad messaging. Try Adship free to keep your multi-platform campaigns consistent and efficient.