When you perform a search, which results stand out most: those with just one line of text or the ads with lots of information and links? It’s a no-brainer! Extensions make your Google ad bigger and better by displaying additional information about your business or products. And Google helps you out by automatically showing the ad extensions predicted to impact your performance positively.

There are three extensions every advertiser should use to enhance their text ad: sitelinks, callout extensions, and structured snippets. BUT, it’s best practice to use a total of four extensions in each ad (these plus one more) since that’s how many can show at any given time. So let’s dive into how to effectively use each of these extensions, plus a few options for your fourth…

1. Sitelinks

Sitelinks are links that appear just under the text of your search ads that direct users to specific pages of your website.


  • Add as many sitelinks, ideally eight to ten per campaign. Make sure you have enough relevant pages on your website to have at least two sitelinks; otherwise, the sitelinks won’t show.
  • Select pages that link directly to popular or high-converting sections of your website.
  • Guide the user by clearly mentioning what users will find on the landing page in the link’s title.

2. Callout extensions

Callout extensions are short, specific (25-character) snippets of text used to highlight valuable attributes of your business, products, or services. An example we’ve used in the past here at Weatherby Media is all-female team.


  • Keep your callouts as short and specific as possible, and include at least 6 of them in your campaign.
  • Use callouts that are unique and can apply at a high level to your whole business.
  • Focus on concrete information (for example, “4.7-inch LED display” vs. “large LED display” and “34 MPG max mileage” vs. “great fuel economy”).
  • Delete filler words. For example: “Free shipping” is much punchier than “We have free shipping.”

3. structured snippets

Structured snippets are a great place to describe features of a specific product service you offer before users ever even click on the ad. You’ll choose a header and several values to accompany that header. For example, if you own an online clothing boutique that sells women’s clothing, your header and values might be Types: sweaters, dresses, t-shirts, shoes.


  • Your structured snippets should provide information that’s useful and attractive to users. Aim for four values, but make sure to include a minimum of two.
  • The values should make sense in context. For each value, ask yourself, “Is [value] a [chosen header]”? In our example, sweaters are a type of women’s clothing, so we’re good to go!

4. other extension options

I mentioned that marketers should use the three ad extensions described above plus one more. So, what are your other options? Google offers quite a few, so choose the one that would most make sense for your business. If you’re a brick-and-mortar company, you may go for the location option. Or if you have a special sale, promotion could be a good choice for you.

  • Location
  • Affiliate location
  • Call
  • App
  • Price
  • Promotion
  • Message

Like the idea of pursuing leads through Google Ads but aren’t sure where to start? Book a discovery call so we can strategize together!

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 Hi, I'm Jaime.

I'm the CEO of Weatherby Media and LOVE working with incredible entrepreneurs like you every single day to build the business of their dreams. The key to success is an effective digital marketing strategy. Schedule a call to discuss your business goals and how we can help.

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