Google Ads extensions (now officially called 'Assets') are additional pieces of information added to text search ads — including links to specific pages, phone numbers, location information, prices, and more. Extensions expand the visual footprint of your ad in search results, provide more reasons for users to click, and contribute to Ad Rank. Google selects which extensions to show for each auction based on expected performance improvement. Most extensions are free to add and can significantly improve both click-through rates and overall ad performance.
Extensions are one of the highest-leverage, lowest-effort optimisations in Google Ads. Adding all relevant extensions to a campaign takes one to two hours and can improve click-through rates by 10-20%. Google also considers the expected impact of extensions when calculating Ad Rank — well-configured extensions improve ad position at the same bid, effectively reducing CPCs for equivalent positions.
Most impactful Google Ads extensions (assets)
- Sitelink extensions — up to 8 links to specific pages on your site (Services, Pricing, Contact, About); provide more ways to reach relevant content
- Callout extensions — short 25-character phrases highlighting key USPs ('FCA Regulated', 'Same-Day Response', 'No Long-Term Contracts')
- Call extensions — adds your phone number to the ad; users can tap to call directly from mobile search results; essential for service businesses
- Location extensions — links to your Google Business Profile, showing address and map; key for local businesses
- Structured snippet extensions — lists of products, services, features, or locations relevant to the ad
- Price extensions — displays service or product prices directly in the ad; increases intent-filtering of clicks
- Image extensions — adds an image to the side of search ads; available for some account types
- Lead form extensions — allows users to submit a form directly from the search ad without visiting your website
Yes, for most campaigns — add all relevant extensions and let Google's algorithm decide which to show in each auction. Adding extensions that are not strictly relevant (e.g. call extensions when you do not want phone enquiries) can be counterproductive, but for most extensions, the more complete your asset library, the better Google can optimise ad presentation for each auction context. The only extensions to avoid are those that are inaccurate (wrong address, outdated pricing) or that create unwanted audience segments (call extensions when you cannot handle call volume).
Manual extensions are added explicitly by the advertiser — sitelinks, callouts, call extensions, structured snippets. Automated extensions are added by Google based on signals from your website without advertiser action — dynamic sitelinks, seller ratings, dynamic callouts. Google generates automated extensions when it predicts they will improve performance; they cannot be directly controlled but can be disabled at the account level if they are generating inaccurate or unwanted information in ads. Regularly review automated extensions to verify they accurately reflect your business.