Ad extensions that actually move performance - sitelinks, callouts and more
Ad extensions - now called assets in Google Ads - improve your Ad Rank, increase your ad's click surface area, and give searchers additional information without them having to click through. Most accounts have some extensions set up. Few have all the relevant ones in place and fewer still optimise them properly.
Extensions are free in the sense that they do not add to your CPC - you pay the same per click whether your ad shows extensions or not. But they contribute to your Ad Rank, which affects both your ad position and your CPC. More relevant extensions means higher Ad Rank means better position at lower cost. This makes extension setup one of the highest-ROI account optimisations available.
Sitelinks
Sitelinks add additional links below your main ad, pointing to specific pages on your website. A well-chosen sitelink set gives searchers direct access to the pages most relevant to their specific need without requiring them to navigate from your landing page. For a professional services firm, sitelinks to specific service areas, a team page, a case studies page, and a free consultation booking page all reduce friction for different types of searcher intent. Write sitelink headlines that describe what the linked page offers clearly and specifically - "Employment Law Advice" beats "Our Services".
Callouts
Callouts are short snippets of text that appear below your ad and communicate specific value points - "Free Initial Consultation", "25 Years Experience", "Same Day Service Available", "Google Partner Agency". They cannot be clicked and do not link anywhere, but they add credibility signals and differentiation that influence click decisions. Write callouts around your strongest differentiators - the things that separate you from competitors - rather than generic positives that anyone in your category could claim.
Structured snippets
Structured snippets allow you to list specific aspects of your offering - services, products, locations, or brands you work with - in a structured format. For a recruitment agency: "Sectors served: Technology, Finance, Engineering, Healthcare". For a software company: "Features: Reporting, Automation, Integrations, Mobile App". These provide specific information that builds confidence before the click and pre-qualifies the searcher against your offering.
Call extensions
For any business that receives enquiries by phone, call extensions displaying your number are essential. On mobile, a call extension shows as a click-to-call button below the ad - a significant conversion path for service businesses. Schedule call extensions to only show during hours when your phone is answered. A call extension that triggers at 10pm when nobody is available to answer damages the experience without generating any value.
Image extensions
Image extensions are one of the newer extension types and remain underused. They add visual context to search ads - a photo of your product, your team, or your premises - that makes your listing more visually distinctive in results. For businesses where visuals reinforce credibility - a beautifully fitted kitchen for a kitchen company, a professional team photo for a consultancy - image extensions provide differentiation that text alone cannot.
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