Google Ad Extensions are smart add-ons that make ads more informative and engaging. While basic ads may show just a headline and a link, Google Ad extensions allow for additional details like your phone number, location, or special offers.
These additions give your ad a more polished feel and offer users quick insight into what they want. When done right, Google Ad extensions can improve click-through rate, attract potential customers, and help an ad stand out from its competitors.
What Are Google Ad Extensions?
Google Ad Extensions are crucial parts of your ad. Think of them as extra tools for communicating with customers. They give people more reasons to click your ad and more reasons to choose your business.
Google Ad Extensions are simple pieces of information, as they:
- They can be links to pages on your site.
- They can be your location details.
- They can be your phone number.
- They can even be pictures.
- They work with your main ad headlines. All these parts combine and make the final ad that people see.
A big ad with many details gets noticed, grabs attention better than a small text ad. This extra visibility brings better clicks. So, learning to use Google Ad Extensions is key and will help you get maximum space in search results.
How Do Google Ad Extensions Work?
You add an asset, but this does not mean it shows up every time. Google only shows your extra content if two rules are met. Google’s system must check two things before showing your
Google Ad Extensions:
- Does it Help Performance? Google must think the asset will make the ad better, and an asset must be useful to the person searching.
- Is Your Ad Good Enough? Your ad must have a high enough Ad Rank. It must get a good position to earn the extra space.
This means assets are a prize for having a good Ad Rank. Using quality Google Ad Extensions creates a good cycle; moreover, better assets lead to a better Ad Rank, and a better Ad Rank means your assets show more often.
Cost Management:
- Adding extra assets is free.
- A click on an asset (like a phone number) costs the same as a click on the main headline.
- Crucially, Google charges you for a maximum of two clicks per ad shown.
This makes using many Google Ad Extensions a cheap way to get free, high-value visibility. You need to use Google Ad Extensions for this benefit.
How Many Extensions are There in Google Ads?
We can put assets into two types: Manual and Automatic. This choice decides how much control you have. You choose if you want full control or if you let Google’s smart machine handle things.
Manual Google Ads Extensions (Assets You Build)
Manual Google Ads extensions are assets you create.
- You manage, update them yourself, and get complete control over the message shown.
- You decide the exact information people see. For example, a link to a special sale page.
- But these Manual Google Ads extensions take time. You must check and adjust them often.
- They react slowly to market changes compared to Google’s system.
Automatic Assets (Assets Google Creates)
Google uses its machine learning tool that looks for facts on your website.
- It uses your old ads and account history, then it creates and shows the best Google Ad Extensions automatically.
- This process is very quick. It uses real-time, live data.
- Google’s AI tests many asset mixes. It finds what performs best for each search.
- Google suggests a mix. Provide good manual assets. Let the system manage the rest.
Quality input is the most important thing, even with automation, your manual assets are the base. If your base Google Ad extensions are good, the AI can make great results.
Features of extensions are defined in the following table:
| Feature | Manual Google Ads Extensions | Automated Assets |
| Control | High (You control the words). | Low (Google picks the best fit). |
| Time Needed | High (You must update them often). | Low (Google’s smart system saves your time). |
| Speed | Slower to react to online changes. | Very fast, uses live performance data. |
12 Important Types of Google Ad Extensions
You need to use as many relevant assets as you can. This helps you get maximum space and impact. When you provide many high-quality Google Ad extensions, your ad acts like a small website. This greatly increases the chance of a sale right away.
Here are the 12 most important asset types:
- Sitelink Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- These add extra clickable links under the main ad.
- They send users to special pages on your site. Pages like “Our Store Hours” or “Ask for a Price.”
- Sitelinks take up lots of space. They make the whole ad look much bigger.
- Callout Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- These are short facts. They are text only and not clickable.
- They highlight your best selling points fast (e.g., “Shipping is Always Free,” or “We Match All Prices”).
These Google Ad extensions quickly tell the user your business benefits.
- Structured Snippet Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- They show complex details in a neat, organized way.
- They use a title (like “Service Types”) and a short list (e.g., Mexico, Canada, Europe).
- These Google Ad extensions give the necessary information before the user clicks.
- Call Google Ad Extensions
Call Google Ad Extensions can be made up of the following:
- This asset adds a clickable phone number to the ad.
- Customers can call instantly. They do not need to visit your site.
- These Google Ad extensions are key for any business needing phone leads.
- Lead Form Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- This is a short form right on the Google search page.
- It lets users quickly give you their contact info.
- These Google Ad extensions help you get warm leads right away.
- Location Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- They show your business address and distance from the user. They also include a map link.
- They are needed for local shops, restaurants, and service providers.
- These Google Ad Extensions guide local traffic straight to your door.
- Affiliate Location Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- This asset helps big brands.
- It shows nearby stores where people can buy your product.
- These Google Ad Extensions connect online searchers to offline stores.
- Price Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- They show a scrollable list of services or products with their prices.
- Users know the cost before clicking. This means higher quality, more qualified clicks.
- These smart Google Ad Extensions save you money on bad traffic.
- Promotion Google Ad Extensions
These Google Ad Extensions can be made up of the following:
- They clearly highlight sales, percentage discounts, or limited-time offers.
- They grab attention fast and make people act quickly.
- These exciting Google Ad extensions boost conversions by creating urgency.
Here’s a mock example of an ad:
- Image Google Ad Extensions
An Image Google Ad Extensions can be made up of the following:
- This asset adds a quality picture next to the text ad.
- It makes the ad highly visible and engaging on the search page.
- These Google Ad Extensions help the ad stand out from normal listings.
- App Google Ad Extensions
An App Google Ad Extensions can be made up of the following:
- They give a direct link to download your mobile app.
- The link goes to the correct store (App Store or Google Play).
- These Google Ad extensions are needed for driving app downloads.
- Seller Ratings Google Ad Extensions
A seller rating Google Ad Extensions can be made up of the following:
- They show your star ratings and review numbers from approved sources.
- They build trust immediately.
- These powerful Google Ad extensions show the quality of your business.
Here is a brief overview of types of Assets:
| Asset Type | What It Does (Purpose) | Type |
| Sitelink | Adds extra clickable links to specific pages (e.g., pricing, hours) | Text/Link |
| Callout | Short phrases highlighting features (“Free Delivery,” “Award-Winning”) | Text |
| Structured Snippet | Highlights specific information categories (e.g., Destinations, Brands) | Text |
| Call | Adds a direct, clickable phone number to the ad | Interaction |
| Image | Shows visual pictures next to your text ad | Visual |
| Video | Shows short clips about your service or product | Visual |
| Location | Shows your business address and distance | Interaction |
| Price | Displays products and prices in a clear, scrollable list | Text/Interaction |
| App | Directs users to download your mobile app | Interaction |
| Promotion | Highlights sales or special offers (e.g., 20% off) | Text/Link |
| Affiliate Location | Helps users find nearby retail stores selling your product | Interaction |
Maximizing Your Ad Performance
The move from extensions to assets is a big deal. It shows Google wants automation. It wants to use content pieces to build the best ad. Using Google Ad Extensions is not optional. It is a main requirement for good advertising.
These assets give you free, extra visibility. They make sure the clicks you get are highly relevant. You need to think like an asset manager. You must improve your content all the time. We encourage you to start testing different asset mixes today. Use as many relevant Google Ad extensions as possible. This gives Google’s system the best items to use for success.
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Assets is Google’s new name for extensions, which are content pieces that build your ad. No, adding assets is free. You are only charged for up to two clicks per ad display. There are 12 main manual asset types you should try. You should use as many relevant ones as possible. Automated assets often perform better using live data, but manual assets give you full control over your message. FAQs
What is the difference between assets and extensions?
Does it cost extra to use Google Ad Extensions?
How many extensions can I add to my ads?
Should I use manual or automatic extensions?
