Ad Extensions

Definition

Ad extensions are additional pieces of information that can be added to your search ads in platforms like Google Ads to make them more informative, engaging, and clickable. They include elements like sitelinks, call buttons, location information, structured snippets, and more. By providing extra context and options, ad extensions enhance visibility and offer users more ways to interact with your business directly from the ad.

Why It Matters

Ad extensions are additional pieces of information that can be added to your search ads in platforms like Google Ads to make them more informative, engaging, and clickable. They include elements like sitelinks, call buttons, location information, structured snippets, and more. By providing extra context and options, ad extensions enhance visibility and offer users more ways to interact with your business directly from the ad.

Example

A local bakery runs a Google Ads campaign for “custom birthday cakes.” The bakery can make it easy for potential customers to immediately take action. They can do so by adding sitelink extensions for “Order Online,” “View Menu,” and “Contact Us.” They can also add a location extension to show where customers can find the shop. The ad not only appears larger on the search results page but also drives more meaningful engagement.

Additional Insights

To get the most out of ad extensions, focus on relevance and clarity. Each extension should support your main ad and match what users are looking for. Regularly checking performance data shows which extensions are generating clicks and conversions. Combining multiple types of extensions, such as call, location, and promotion extensions, can maximise impact and ROI.

Bottom Line

Ad extensions help make your search ads stand out and drive action. When used thoughtfully, they boost visibility, encourage more engagement, and turn clicks into real business results.