Ad Extensions.

Ad extensions (now officially called 'assets' in Google Ads) are additional pieces of information that appear with search ads, expanding their size and providing extra value to searchers — without additional cost per impression. Extensions improve click-through rate (typically 10-15% CTR uplift when shown), increase ad real estate, and contribute to Quality Score and Ad Rank.

Common Ad Extension Types

Sitelink extensions: additional links to specific pages (pricing, features, contact). Callout extensions: short phrases highlighting offers or USPs ('Free 14-day trial', 'No setup fee'). Structured snippets: categorised value lists (Services: SEO audits, Content strategy). Location extensions: address and map link from Google Business Profile. Call extensions: phone number with direct click-to-call. Lead form extensions: in-ad form capture without a landing page click. Image extensions: visual assets alongside the text ad.

Automated Extensions

Google automatically generates some extensions without advertiser input: dynamic sitelinks (links to pages Google thinks are relevant), dynamic callouts (extracted from landing page text), seller ratings (review aggregates from third-party sources). Advertisers can disable auto-generated extensions but typically benefit from leaving them active.

Extension Eligibility

Extensions are not guaranteed to show with every ad impression — Google decides whether to display them based on the estimated impact on CTR and user experience for each auction. Higher Ad Rank increases the likelihood of extension display. Setting up all relevant extensions maximises the chances of extension display in high-value auctions.