This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.

1. Building Relevant Ads with
Ad Extensions
Using ad extensions is like giving your ad a big sign saying "I’m over here". So, learn
how to boost an ad’s visibility and increase clickthrough rates by adding ad extensions.
Why use ad extensions?
Ad layout without ad extensions Ad layout with ad extensions
Increase visibility
Better qualify customers
More return on investment
Be relevant
Each new ad extension results in a
10-15% CTR uplift (on average) to
your search ad text.*
(*This will vary by client, business type and extension type, amongst other factors. Google cannot
guarantee this or any uplist.)
1. Sitelinks
Link directly to popular or
high-converting sections of
your website
2. Callout Extensions
Highlight or summarize the
popular or unique aspects
of your business
3. Review Extensions
Showcase positive
third-party reviews, rankings
and awards
4. Call Extensions
Encourage calls to your
business by showing your
phone number on your ad
5. Location Extensions
Encourage people to
visit you in person
6. App Extensions
Link your mobile or
tablet app from your
text ads to encourage
downloads
6 Types of ad extensions
Where ad extensions can be shown
Ad extensions appear with ads on the Search network, and depending on the extension
might also appear with ads on the Display network. If you implement all relevant
extensions, AdWords will automatically choose the most useful combination.
Advertiser A
Reviews
Sitelinks
Callouts
Location
Call
Callouts
Sitelinks
Location
Sitelinks
Callouts
Query
“Coffee Shop dublin”
“Buy Coffee Beans”