Google Ads Extensions That Improve Sales

May 2021

google ads extensionsGoogle Ads extensions are a great way to improve user experience and encourage engagement. Extensions bring value to an ad by providing relevant information about a business that generates more sales conversions. Google Ads automatically chooses to use the ad extensions that are predicted to have a positive impact on ad performance, so it’s important to use this to your advantage. Google recommends turning on at least 3 ad extensions, but you can have up to 8 possible extensions on a single ad. Here are 8 Google Ads extensions used to improve sales.


Universal Google Ads Extensions

These 3 extensions can benefit any company and should be used universally.



Sitelinks are a set of collection links which appear below the text of an ad. For retail, this would include categories such as tops, shoes, accessories, etc.


Callout Extensions

Callout extensions highlight information or value-adding attributes in 25 character snippets. This can include things like free shipping, price matching, or 24/7 customer service.


Structured Snippets

Structured snippets allow you to describe specific services and products provided by your business. For example, an airline could have a structured snippet listing destinations to Tokyo, New York, and Tulum. A restaurant may list specific dishes they have on their brunch menu.


Location Extensions

Location extensions are ideal for local businesses. They let you display your business address, phone number, and a map marker alongside your ad text.


Affiliate Location Extensions

Affiliate location extensions give info and directions to retail partner locations. For example, if you’re looking for a Hydroflask, this extension would let you know which retailers nearby carry this brand’s products.  

Call Extensions

Call extensions are ideal for businesses that rely on calls for the majority of their sales. This extension displays a phone number in your ad so that a user can take immediate action.


App Extensions

App extensions are used by many retail companies which have their own shopping app or streaming subscription services. App downloads are a convenient way for customers to take desired action.


Price Extensions

Price extensions allow you to showcase products or services alongside pricing. This typically allows a user to make a quick decision based on a favorable price.


Promotion Extensions

Promotion extensions allow you to highlight sales promotions within your ad. This extension can include promotions like a sitewide 30% off sale or a Black Friday Sale.


Message Extensions

Message extensions are a mobile-only format that enables customers to easily contact you. This SMS format gives customers an opportunity to conveniently book appointments, contact customer service, or start a sales conversation.



On average, adding a single ad extension improves click-through rate by 10-15%.




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