Ad Extensions – What They Are And Why Use Them


Ad Extensions expand the ad with additional information and invite users to click on the ad. More powerful ads are created as well as higher overall performance.

Not all of the expansions are shown regardless of how many are created. Google chooses which to show for each unique search. That is why it’s good to have a range of extensions available. The necessity to show ad extensions is based on the expectation of improved performance and a minimum Ad Rank. Like ads, extensions can be approved or rejected. Rejected ones will be hidden until altered and re-reviewed.

They can be non-clickable or clickable, with clicks from the latter accounting for the ad’s overall CTR. Advertisers are not charged any additional fees for using ad extensions. Clicking on clickable extensions is charged at the same rate as clicking on the ad itself. For marketers, whether the user clicks on the ad or the extension next to it makes no difference.


Book covers used as Ad extensions visualization

Levels extension

When creating ad extensions, the client can select to include them in the ad group, campaign, or account level. The extension on the account level serves all ads in that account. Extension on the ad group only serves that group. It is important to pay attention to where we add it. For general extension that serves the entire account is enough to set one to the account level. Instead of adding it to each campaign and ad group.

Or so it has been so far. One of the ad extensions updates announced by Google for 2022 will change that. In case evaluated that an extension put at a lower level will increment the execution of an adit’ll be used at the higher level. That change will make the machine learning process easier and any extension on the account can help show a more engaging ad.


visualisation of campaign levels

Extension types

Another classification of ad extensions is manual and automatic. Manual ones require some time and effort to set up. Automatic ones Google adds on its own when it believes it will increase the performance of the ad itself.

Dynamic ad extensions

The advantage of dynamic ad extensions is that they don’t require extra effort to set up. Google will create descriptions of the content available on the web. It personalizes the extension for each search and shows what it considers to be the most relevant information.

Google announces changes and improvements for the second quarter of 2022. Previously, dynamic versions of these extensions were not displayed with manually placed sitelinks, callouts, and structured snippets. The ability to use dynamic versions even when manual ad extension is enabled is a key quality. We’ll also be able to preview performance, stop, and delete extensions that we don’t want.

Types of dynamic ad extensions:

  • Sitelink extension – directs users to a specific location on the website that best matches the search query.
  • Callouts – make it easier for customers to learn more about the product.
  • Structured snippets – they provide additional information about the content found on the landing page for the ad.
  • Image extensions – add a relevant image to ads using graphics and photos from the ads landing page.
  • Seller ratings – not only available for shopping advertisers but to anyone with a Google Merchant Center account
  • Google Ads may automatically match a business to a recognized location if the location is not added to the account.


chalk drawing for sitelink ad extension visualization

Manual ad extensions

Google Ads offers multiple manual ad extensions. So why not use these? Take a little longer to set up, but are more personalized and consistent. They display a detailed list of the facts we wish to highlight.

Types of manual ad extensions:

  • Sitelink extensions – clickable extensions. The link leads to a specific landing page relevant to the ad or business displayed
  • Location extensions – also a clickable extension. On mobile devices provide a link with navigation directions
  • Affiliate location extensions – help people find nearby stores with advertiser products
  • Call extension – the name says it all. Add a phone number and prepare to be called. On mobile devices, it’s clickable and starts a call when clicked on
  • App extensions appear only on mobile devices and provide a direct download link.
  • Callout extensions are non-clickable ad extension that enables an additional line of benefit-oriented text.
  • Structured snippet extensions put focus on specifics of product or service. Used to communicate about specific amenities or categories
  • Price extensions are clickable extensions that inform users about prices upfront
  • Promotion extensions are clickable ad extensions. Highlights sales and promotions. Shown below ad with a price tag icon. Shows up to 2 lines of informational text.
  • Lead form extensions provide a quick way of making a contact. Let’s people submit forms with information directly from the ad. Generate leads and deliver them into the marketing funnel
  • Image extensions allow the upload of relevant visuals with search ads. Available for mobile devices. To have an image asset on desktop dynamic image extension is necessary.


ice cream flavours as an example of callout ad extensions

Still don’t know what to think of them?

Extensions enhance ads and make them easier to see and more eye-catching. So, additional information allows users to increase their reasons for clicking on ads. It’s not a bad thing to use everything that’s relevant, but that certainly doesn’t mean that it’s imperative to use everything available. Choose the information that is most relevant to the business. Ad display options can quickly add up so make sure you include them in all ads delivered by default.