If you’re investing time and money into Google Ads, you want every impression to count.
But here’s the thing: even a perfectly written ad can get lost if it doesn’t stand out.
That’s where Google Ads Extensions come in.
They can boost your click-through rate (CTR), make your ads more appealing, and give users more reasons to click—all without increasing your costs.
In this post, you’ll learn:
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What Google Ads extensions are
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Why they matter for CTR
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The different types of extensions
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How to use them strategically for maximum impact
Let’s dive in!
What Are Google Ads Extensions?
Ad extensions are extra pieces of information you can add to your text ads.
They expand your ad’s real estate, providing additional links, info, or features beyond the basic headline and description.
And here’s the best part:
Extensions don’t cost extra—you still only pay when someone clicks your ad (just like a normal PPC click).
✅ Bigger ads = More visibility
✅ More info = Higher user trust
✅ Relevant options = Higher click-through rates
Why Ad Extensions Matter for CTR
Here’s why smart advertisers love extensions:
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Increase ad size: Larger ads stand out more on the page.
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Offer more clickable options: Give people more paths to conversion.
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Boost ad relevance: Show users exactly what they want to know upfront.
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Improve Quality Score: Higher expected CTR can lower your cost-per-click.
Google’s own data shows that ad extensions can increase CTR by up to 15%–30% or more when used correctly.
Types of Google Ads Extensions (and When to Use Them)
Let’s break down the most popular types of extensions and how to leverage them:
1. Sitelink Extensions
Add additional links to different pages on your site.
Example:
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Main ad: “Shop Fall Collection”
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Sitelinks: “New Arrivals,” “Best Sellers,” “Clearance Sale,” “Gift Cards”
✅ Best for: Highlighting multiple offers, driving deeper engagement.
2. Callout Extensions
Short text snippets that highlight key selling points.
Example:
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“Free Shipping”
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“24/7 Customer Support”
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“Price Match Guarantee”
✅ Best for: Adding value props quickly without linking to another page.
3. Structured Snippet Extensions
Showcase specific aspects of your products or services.
Example:
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“Services: Web Design, SEO, PPC, Content Marketing”
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“Brands: Nike, Adidas, Puma, Under Armour”
✅ Best for: Listing categories or features to give users a quick overview.
4. Call Extensions
Add a clickable phone number to your ad.
✅ Best for: Businesses that want direct calls, like service providers or local shops.
5. Location Extensions
Show your physical business address and distance to the user.
✅ Best for: Local businesses, stores, restaurants, and service areas.
6. Price Extensions
Display pricing for different services or products right under your ad.
✅ Best for: E-commerce, professional services, or anything where pricing transparency is key.
7. App Extensions
Add a link for users to download your app directly.
✅ Best for: Businesses with a mobile app who want more installs.
Best Practices for Using Ad Extensions
Here’s how to make the most out of your extensions:
1. Use As Many Relevant Extensions As Possible
Google automatically shows the best combination based on performance.
2. Customize by Device
Prioritize call extensions for mobile users, for example.
3. Keep It Relevant
Only add extensions that truly add value and are related to the ad content.
4. Update Regularly
Promoting a summer sale? Make sure your sitelinks and callouts reflect that.
5. Monitor Performance
Use Google Ads reporting to see which extensions are driving clicks—and optimize based on real data.
Quick Example: Extensions in Action
Imagine you’re running ads for a fitness studio.
Without extensions, your ad says:
“Join Our Gym – Memberships Starting at $29/Month.”
With ads extensions, your ad becomes:
“Join Our Gym – Memberships Starting at $29/Month.”
— Sitelinks: “View Classes” | “Meet Our Trainers” | “See Locations”
— Callout: “No Long-Term Contract”
— Call Extension: [Call Now Button]
Result:
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More info upfront
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More clickable options
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Higher trust
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Higher CTR
Your ad just became a mini landing page!
Final Thoughts on Using Google Ads Extensions to Improve Click-Through Rate
Google Ads extensions aren’t just “nice to have”—they’re must-haves if you want to dominate the ad auction.
Used strategically, they help your ads stand out, look more trustworthy, and drive higher CTRs without higher costs.
