More Clicks, Less Cost: The Hidden Power of Google Ad Extensions

In the world of digital advertising, getting more clicks and attention is everything. That’s where Ad Extensions come in. Ad Extensions are extra pieces of information that expand your ads on Google Search. They don’t just make your ad bigger — they make it more useful and clickable. In this article, we’ll explain what Ad Extensions are, why they matter, and how to use them to improve your results.

What Are Ad Extensions?

Ad Extensions are optional add-ons that show extra details about your business in a Search ad. These can include links to specific pages, phone numbers, locations, reviews, prices, and more.

They do two main things:

1. Increase ad size: A bigger ad stands out more.
   
2. Improve ad performance: Extensions give users more reasons to click (Google, n.d.-a).
   

Why Ad Extensions Matter

1. Higher Click-Through Rates (CTR)
   Google reports that adding ad extensions can increase CTR by 10–15% on average (Google, n.d.-a).
   
2. Better Visibility
   More space on the search results page helps your ad push down competitors.
   
3. Improved Ad Rank
   Google uses ad extensions to calculate Ad Rank, which influences your position and cost-per-click (CPC) (Google, n.d.-a).
   
4. More Conversions
   With options like call buttons, maps, or form links, users can convert faster (Google, n.d.-a).
   

Types of Ad Extensions

Here are the most common ad extensions in Google Ads:

1. Sitelink Extensions
   Add links to specific pages (e.g., About Us, Services, Contact). Great for driving traffic deeper into your site.
   
2. Callout Extensions
   Short phrases that highlight features (e.g., “Free Shipping,” “24/7 Support”).
   
3. Structured Snippets
   Show a list of products, services, or features (e.g., “Destinations: Paris, London, Rome”).
   
4. Call Extensions
   Add a phone number to the ad, enabling one-click calls.
   
5. Location Extensions
   Show your business address and a link to Google Maps.
   
6. Price Extensions
   Display the cost of your products/services directly in the ad.
   
7. App Extensions
   Promote mobile app downloads with a direct app store link.
   
8. Lead Form Extensions
   Allow users to submit their information right from the ad (Google, n.d.-a).
   
9. Image Extensions
   Add rich visuals to text ads, helping to grab attention (Google, n.d.-b).
   

When and How to Use Ad Extensions

• Use multiple extensions together: Google will choose the best combination to show.
  
• Match extensions to your goals: If you want calls, use call extensions. If you want leads, try lead forms.
  
• Use relevant and clear content: Don’t repeat your ad headline in the extension.
  

Example: A car dealership can use:

• Sitelinks for “New Cars,” “Used Cars,” “Special Offers”
  
• Callouts like “Free Test Drive” or “Certified Mechanics”
  
• Call extension with a click-to-call number
  
• Location extension to show nearest showroom
  

Performance Tips

1. Review extension reports: Google Ads lets you see how each extension performs.
   
2. Test different variations: Swap out copy or links to see what gets better results.
   
3. Keep your info updated: Make sure prices, phone numbers, and links are correct.
   
4. Use image extensions if possible: Visuals help you stand out, especially on mobile (Google, n.d.-b).
   

Real-World Example: Samsung

Samsung used multiple ad extensions during product launches, including sitelinks, image extensions, and structured snippets. As a result, they saw a 23% increase in click-through rates and improved product page engagement (Think with Google, 2022).

References

Google. (n.d.-a). About ad extensions. Google Ads Help. https://support.google.com/google-ads/answer/2375499?hl=en

Google. (n.d.-b). Add image extensions to your ads. Google Ads Help. https://support.google.com/google-ads/answer/10308414?hl=en

Think with Google. (2022). How Samsung boosted engagement using ad extensions. https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/search/samsung-ad-extensions-case-study/