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Saule Simonyte

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

Top 3 Extensions That Can Transform Your Google Ads

So, you’ve successfully picked out keywords and set up your Google Ads. Now it’s time to talk about how we can improve those ads. If you haven’t done this preliminary step already, don’t worry, I’ve written a great article to help you get started on Google Ads Keyword research.

Have you written a strong ad copy and set up a campaign with keywords that are relevant to your business but still haven’t got the results you’ve expected? You might be missing one of the key components of a successful campaign… Google Ads Extensions. In this blog we’ll go over the 3 extensions we can’t live without, what they are and how they can help you!

What Are Extensions?

Google Ads extensions are an addition to your ads. They allow you to highlight your brand or product features as well as different USPs. Extensions also help you to lead your customers to the relevant landing pages, find your location or get in touch with you.

Anyone who has used Google Ads at least once in their life knows that Google is very strict about the character count, wording, capitalization, etc. Extensions allow you to say more about your brand than you would be able to communicate only using Google Ads.

There are many different extensions: sitelinks, callouts, call, location, promotion, image and so on. The key here is to know which ones you should use with your ads to improve the CTR, driving more traffic to your site, leading to more conversions.

Why Do You Need Them?


As mentioned, extensions can be a great addition to your ads. They help catch your customers’ attention by standing out from your competitors’ standard Google Ads, even taking up more real estate at the top of the page, which is invaluable.

Research shows that having extensions can significantly improve your CTR, and help your ads to rank higher and improve their relevance. Those things are essential when it comes to Google evaluating how relevant your ads are to your customers.

What Are The Different Types Of Extensions?


There are a number of extensions available on Google Ads. Let’s start with the main ones you should consider using and how they can help make your ads relevant and improve your marketing efforts.

Sitelink Extensions


With sitelink extensions, you can redirect your customers to any landing page on your website. Sitelink extensions are often used to bring customers to more pages on your website, such as: about you, reviews, meet the team etc.

Remember, the name of the game with Google is ✨ relevancy ✨ so ensuring you have several sitelinks that are super relevant to your audience’s searches is dynamite.

Obviously, featuring sitelink extensions is beneficial, but how do you set one up? It is quite a simple process. First, you need to choose where you want to have your extension: account level, campaign level or a specific ad group.

The hard part is over as soon as you’re done with this step! Now the only thing left is to set up the extensions which can be found in the ads and extensions column on the left-hand side of the Google Ads account.

  1. Open the extensions page and click + to add a new extension;
  2. Find ‘Sitelink Extension’ and click on it;
  3. Ad your landing page URL;
  4. Ad headline and descriptions;
  5. Press save.

Don’t forget to include an informative and engaging description under the URL of the sitelink. It provides customers with information on why clicking on the sitelink benefits them.

Callout Extensions


Callout extensions are a great tool to highlight the benefits of your business. You can create relationships by letting your audience know how many years of experience you have, if your products are made locally, the idea behind the brand, etc.

As business owners, we become so familiar with our products or services that it’s easy to forget that other’s are not so familiar. Some customers might be seeing your brand for the first time. Therefore, even the smallest detail can make a huge difference.

When it comes to setup, callout extensions are as easy as they come & can be found in the same place as the sitelink extensions.

  1. Open the extensions page and click + to add a new extension;
  2. Find ‘Callout Extension’ and click on it;
  3. Add your brand USPs.
  4. Press save.

That’s it. You don’t need any URLs or links to your landing page, just your USPs!

Structured Snippet Extensions


People often get confused when choosing between Callout and Structured Snippet extensions. You may think they look exactly the same, but don’t let Google Ads trick you…

The main difference is that structured snippet extensions should be made to highlight the benefits of your products specifically. These extensions allow you to better describe your products and services and overcome the character limits in your standard ad copy.

  1. Open the extensions page and click + to add a new extension;
  2. Find ‘Structured Snippet Extension’ and click on it;
  3. Select the type of header. Usually, it’s brands;
  4. Add different products as value;
  5. Press save.

Bish, bash, bosh!

And there you have it…


There are a lot of extensions that we haven’t discussed in this blog. However, this is a good place to start your journey to a better Google Ads performance.

Don’t let anyone trick you into that Google Ads will not require time and effort. As with every marketing platform, it will take time and resources to see the results.

Although, sometimes, we all end up in a place where we need a quick solution, and Google Ads Extensions can be a quick answer when it comes to improving your Google Ads. But it may not be as easy as it looks, so get in touch if you need help.