What Are Google Ads Extensions (Assets)? Complete Guide to All 12 Types
Google Ads extensions (now called assets) add extra information to your ads — phone numbers, links, prices, and more. Learn all 12 types, when to use each, and how they improve CTR by 10-25%.
What Are Google Ads Extensions?
Google Ads extensions (renamed to "assets" in 2024) are additional pieces of information that expand your ad beyond the standard headline and description. They make your ad larger, more informative, and more clickable — without extra cost per click.
Key fact: Adding extensions increases CTR by 10-25% on average. Google also uses extension quality as a factor in Ad Rank, meaning extensions can lower your CPC.
All 12 Extension Types Explained
1. Sitelink Extensions
What: Additional links below your ad pointing to specific pages on your site. Best for: All advertisers. Impact: +10-20% CTR. Example: Below your main ad, links to "Pricing," "Features," "Free Trial," "Case Studies." Tip: Add at least 4 sitelinks. Google typically shows 2-6 depending on ad position.2. Callout Extensions
What: Short text snippets (25 characters max) highlighting key benefits. Best for: All advertisers. Impact: +5-10% CTR. Example: "Free Shipping" · "24/7 Support" · "No Setup Fee" · "Cancel Anytime" Tip: Use 4-6 callouts. Focus on differentiators, not features you share with competitors.3. Structured Snippet Extensions
What: Predefined header with a list of values showcasing your offerings. Best for: Businesses with multiple product categories or service types. Impact: +5-10% CTR. Example: "Services: Monitoring, Alerting, Reporting, Budget Protection" Available headers: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels, Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, Types.4. Call Extensions
What: A phone number displayed with your ad. On mobile, it becomes a click-to-call button. Best for: Local businesses, service companies, B2B with sales teams. Impact: +5-8% CTR, plus direct phone leads. Tip: Use call scheduling to show the number only during business hours.5. Location Extensions
What: Your business address, map, and distance from the searcher. Best for: Local businesses with physical locations. Impact: +10-15% CTR for local searches. Requirement: Must link your Google Business Profile.6. Price Extensions
What: Show prices for your products or services directly in the ad. Best for: E-commerce, SaaS, service businesses with clear pricing. Impact: +5-15% CTR, plus pre-qualifies by budget. Tip: Price extensions filter out users who can't afford your product, improving conversion rate.7. Promotion Extensions
What: Highlight special offers, discounts, or sales with a tag icon. Best for: E-commerce, seasonal promotions. Impact: +10-15% CTR during promotions. Example: "Back to School Sale: 20% off all laptops" Tip: Set start and end dates to auto-enable and disable.8. Lead Form Extensions
What: A form that opens directly from the ad — users submit info without visiting your website. Best for: Lead generation, B2B, real estate. Impact: Varies; captures leads who might not click through. Trade-off: Lower lead quality (less committed than website visitors).9. Image Extensions
What: Add a relevant image alongside your text ad. Best for: Products, visual services, brand awareness. Impact: +5-10% CTR. Requirements: Image must be relevant, high-quality, and follow Google's policies.10. Business Name and Logo
What: Your business name and logo displayed in the ad. Best for: All advertisers (requires verification). Impact: Increased brand recognition and trust. Requirement: Must complete Google Ads advertiser verification.11. App Extensions
What: A link to download your mobile app alongside the ad. Best for: Businesses with mobile apps. Impact: Varies; drives app installs from search.12. Seller Ratings
What: Star ratings (1-5) displayed automatically based on your Google reviews. Best for: All advertisers with 100+ reviews and 3.5+ average. Impact: +10-17% CTR. Note: These are automatic — you can't manually add them. You need 100+ unique reviews in the last 12 months.Which Extensions Should You Use?
| Extension | Priority | Why | |-----------|----------|-----| | Sitelinks | Must-have | Highest CTR impact, works for everyone | | Callouts | Must-have | Easy to add, highlights differentiators | | Structured Snippets | Should-have | Showcases breadth of offerings | | Call | Must-have (if phone sales) | Direct lead channel | | Location | Must-have (if local) | Critical for local businesses | | Price | Should-have | Pre-qualifies by budget | | Image | Should-have | Visual differentiation | | Promotion | Seasonal | Use during sales periods | | Lead Form | Test | Can capture quick leads | | Seller Ratings | Automatic | Build reviews to unlock |
Extension Best Practices
1. Use all relevant extensions — Google rewards completeness with higher Ad Rank 2. Write unique content — Don't repeat your ad copy in extensions 3. Test and rotate — Create multiple versions and let Google optimize 4. Keep callouts short — Under 15 characters performs best 5. Set schedules — Show call extensions only during business hours 6. Review performance — Remove underperforming extensions quarterly
Monitor Your Ad Performance
Extensions improve CTR, but if your conversion tracking breaks, you can't measure which extensions drive actual customers. Ads Anomaly Guard ensures your tracking stays healthy 24/7.