Best Practices for Google Ads Extensions: Tips from the Pros

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August 20, 2025 •
Best Practices for Google Ads Extensions: Tips from the Pros

Google Ads extensions are a powerful feature that can significantly enhance the performance of your ad campaigns.

When used effectively, they provide prospects with additional information, improve visibility, and encourage higher click-through rates (CTR).

This guide will walk you through everything you need to know about Google Ads extensions best practices to help you drive better results.

Introduction to Google Ads Extensions

What Are Google Ads Extensions?

Google Ads extensions are additional pieces of information that expand your ads, giving users more reasons to click. They can include links, phone numbers, locations, prices, and more, making your ads more relevant and appealing.

Why Are Extensions Important for Your Campaigns?

Ad extensions enhance your ad’s visibility and relevance while improving ad performance. They:

  • Boost CTR by offering more options to users.
  • Improve Quality Score, leading to a lower cost-per-click (CPC).
  • Provide actionable information to pre-qualify users.

Types of Google Ads Extensions

Types of Google Ads Extensions

1. Sitelink Extensions

Sitelink extensions allow you to add additional links beneath your ad, directing users to specific pages on your site.

2. Call Extensions

Add your phone number to your ads, enabling users to call your business directly.

3. Location Extensions

Display your business’s address and a map link to drive foot traffic to your store.

4. Callout Extensions

Use callout extensions to highlight key selling points, such as “Free Shipping” or “24/7 Customer Support.”

5. Structured Snippet Extensions

Showcase specific product categories, services, or offerings like “Types of Software: CRM, ERP, HR Tools.”

6. Price Extensions

Display pricing information to give users a clear idea of your offerings.

7. App Extensions

Promote app downloads by linking directly to app stores.

For an in-depth exploration of Google Ads extensions, including detailed information on their various types and implementation strategies, you can explore comprehensive guides.

8. Lead Form Extensions

Simplify lead generation with forms directly in your ads.

Best Practices for Google Ads Extensions

Best Practices for Google Ads Extensions

1. Use Relevant and Specific Sitelinks

Sitelinks offer multiple pathways for users, increasing the likelihood of engagement.

  • Align with User Intent: Ensure sitelinks direct users to pages relevant to their queries.
  • Highlight Key Offers: Use sitelinks for promotions, popular products, or unique content.

2. Leverage Call Extensions for Lead Generation

Call extensions are essential for businesses looking to generate immediate inquiries.

  • Add Phone Numbers: Make it easy for users to contact you directly.
  • Use Call Tracking: Measure the performance of your call-based campaigns.

3. Optimize Location Extensions for Local Businesses

Location extensions drive in-store visits and improve local visibility.

  • Ensure Accurate Information: Double-check your address, phone number, and store hours.
  • Attract Nearby Shoppers: Highlight features like “Curbside Pickup” or “In-Store Discounts.”

4. Craft Compelling Callout Extensions

Callout extensions let you showcase unique selling points succinctly.

  • Highlight USPs: Examples include “No Setup Fees” or “Award-Winning Service.”
  • Keep It Action-Oriented: Use phrases like “Shop Now” or “Order Today.”

5. Use Structured Snippets to Showcase Features

Structured snippets categorize your offerings, making them easy to understand.

  • Group Similar Attributes: For instance, list “Breakfast, Lunch, Dinner” for a restaurant.
  • Focus on Relevance: Use snippets that align with user interests.

6. Implement Price Extensions for Transparency

Price extensions provide clarity and set expectations for users.

  • Highlight Competitive Pricing: Showcase discounts or value packages.
  • Keep Pricing Consistent: Ensure the ad reflects your actual website pricing.

7. Promote App Downloads with App Extensions

App extensions encourage users to download your app, increasing engagement.

  • Direct Links to App Stores: Reduce friction by linking to Google Play or the Apple App Store.
  • Highlight App Benefits: Mention features like “Exclusive Deals on the App.”

8. Simplify Lead Generation with Lead Form Extensions

Lead form extensions streamline the process of collecting user information.

  • Pre-Filled Forms: Save users time by auto-filling fields where possible.
  • Mobile-Friendly Design: Ensure the form is easy to use on smartphones.

Advanced Tips for Google Ads Extensions

1. Test and Iterate Regularly

Test different extensions to determine what resonates with your audience.

  • A/B Testing: Compare variations of callout or sitelink extensions.
  • Track Results: Use performance metrics to refine your strategy.

2. Align Extensions with Campaign Goals

Extensions should complement your campaign objectives.

Example: Use call extensions for lead generation campaigns and price extensions for eCommerce ads.

3. Use Ad Scheduling for Time-Sensitive Extensions

Extensions like call or location extensions can be scheduled for specific hours.

  • Peak Hours: Display extensions during your busiest business hours.
  • Event Promotions: Highlight limited-time offers with scheduled extensions.

4. Monitor and Optimize Performance

Extensions require regular monitoring to ensure they perform effectively.

  • Metrics to Track: Focus on CTR, conversion rates, and Quality Score.
  • Update Content: Refresh outdated extensions to maintain relevance.

Common Mistakes to Avoid

1. Overloading Ads with Too Many Extensions

While extensions are useful, cluttering your ads with too much information can overwhelm users.

2. Using Irrelevant or Outdated Information

Ensure extensions reflect current promotions or accurate contact details.

3. Ignoring Mobile Optimization

Many users interact with ads on mobile devices. Optimize extensions for smaller screens.

Conclusion

Google Ads extensions are an invaluable tool for improving ad performance. By implementing these google ads extensions best practices, you can enhance your ad visibility, attract more clicks, and boost conversions.

Extensions like sitelinks, callouts, and lead forms not only enrich your ads but also provide users with essential and valuable information upfront.

Want to supercharge your ad campaigns? Contact us for expert guidance on Google Ads.

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