Quick Answer: Google Ads extensions (officially renamed “assets” in 2022) are free add-ons that expand your search ads with extra information — sitelinks, phone numbers, pricing, callouts, and more. Google’s own research shows they can boost CTR by up to 20% without increasing your bids. They also factor directly into Ad Rank.
Introduction
Ad extensions have been part of Google Ads for over a decade, but in September 2022, Google rebranded them as “assets” and integrated them more tightly into the ad creation workflow. What has changed is that Google now treats assets as a direct input into Ad Rank — meaning they don’t just help your CTR, they influence where your ad shows up in the first place.
What Are Google Ads Extensions (Assets)?
Google Ads extensions (assets) are additional pieces of information attached to your search ads that give potential customers more reasons — and more ways — to click. They appear below your ad’s main headlines and descriptions.
Extensions are free to create. You only pay when someone clicks on a sitelink or the main ad — the cost-per-click stays the same regardless of how many extensions are showing.
Google calculates Ad Rank using: Max CPC bid × Quality Score × Expected impact of ad assets. That last component means Google actively predicts whether your extensions would improve the experience for a given searcher. According to Google’s own research, well-used ad assets can increase CTR by up to 20%.
Types of Google Ads Extensions (Assets)
Sitelink Extensions
Sitelinks are the most commonly used and highest-impact extension type. They appear as clickable blue links below your main ad, directing users to specific pages. Add at least four sitelinks — six gives the algorithm maximum flexibility. Add optional descriptions (two lines of 35 characters) for significantly higher visibility.
Best for: Any business with multiple services, product categories, or conversion paths.
Callout Extensions
Callouts are short, non-clickable text snippets (up to 25 characters each) that highlight key selling points. Examples: Free Audit | No Long-Term Contracts | U.S.-Based Team | Transparent Pricing. Create 6–8 to give the system options. Best for: Any advertiser — one of the easiest and most versatile extension types.
Structured Snippets
Structured snippets display a categorized list of your products, services, or features. Pick from 13 predefined headers (Services, Brands, Types, etc.) and list 3+ values under each. Example: Services: SEO, Google Ads, Social Media Marketing, Content Strategy. Best for: Agencies, SaaS products, retailers with a range of distinct offerings.
Call Extensions
Call extensions add your phone number directly to your ad. On mobile, this becomes a tap-to-call button. You can schedule them to only show during business hours and use call conversion tracking. Best for: Local businesses, service providers, any business where phone calls are a primary conversion.
Location Extensions
Location extensions connect your Google Ads account to your Google Business Profile and display your address, phone number, and Google Maps link. Best for: Brick-and-mortar businesses, local service providers.
Price Extensions
Price extensions display your products or services as scrollable cards with name, description, and price (up to 8 cards). Showing prices upfront self-qualifies clicks. Example: Basic Plan — $29/mo | Pro Plan — $79/mo | Agency Plan — $149/mo. Best for: SaaS, ecommerce, service businesses with clear pricing tiers.
Promotion Extensions
Promotion extensions highlight a sale or limited-time offer with a price tag icon. Set start and end dates to build urgency. Example: 20% Off All Plans — Offer Ends June 30 → Shop Now. Best for: Ecommerce, SaaS, any business running seasonal promotions.
Lead Form Extensions
Lead form extensions let users submit contact details directly from the search results page — no landing page required. Often pre-populated with Google account info. After submission, trigger a thank-you message and download leads or integrate with a CRM. Best for: B2B companies, professional services, high-ticket providers.
Image Extensions
Image extensions add a square or landscape visual alongside your text ad. Visual ads consistently generate higher CTR — and not many advertisers use them yet, creating less competition for the format. Best for: Retail, food & beverage, hospitality, professional services with strong photography.
How to Add Extensions in Google Ads
- Log in to Google Ads at ads.google.com
- In the left navigation, click Campaigns, then select your campaign
- Click Assets in the left sidebar
- Click the blue + button and select the asset type
- Fill in the required fields and save — Google shows a live preview as you type
You can add extensions at three levels: Account level (shows across all campaigns), Campaign level (applies to one campaign), or Ad group level (most granular). The most specific level always wins.
Which Extensions Give the Best CTR?
Sitelinks consistently drive the biggest CTR lift — up to 20% on their own. Callouts and structured snippets add context and build confidence. Image extensions punch above their weight when they appear. Call extensions dominate for mobile-heavy campaigns targeting local searches.
For most advertisers in 2026, the highest-impact combination is: sitelinks + callouts + structured snippets + image + call (if phone calls are a goal).
Google Ads Extensions Best Practices
- Use as many relevant types as possible — the system picks the best combination per auction
- Don’t repeat yourself — callouts should say something different from headlines
- Customize at the campaign level — account-level assets are a starting point, not a strategy
- Update regularly — stale promotions and outdated pricing hurt performance
- Monitor the Assets report — cut underperformers, replace with new variants
- Optimize for mobile — call extensions and concise callouts (under 15 chars) are especially impactful
Frequently Asked Questions
Are Google Ads extensions free to use?
Yes. Creating and enabling extensions costs nothing. You pay only when someone clicks at your standard CPC rate.
What’s the difference between extensions and assets?
They’re the same thing. Google officially renamed “extensions” to “assets” in September 2022. Most practitioners still use both terms interchangeably.
Do extensions improve Quality Score?
Not directly, but they improve expected CTR (a Quality Score input) and factor into Ad Rank via the “expected impact of assets” component. The practical result: lower effective CPC and better ad position.
Why isn’t my extension showing?
Possible causes: Ad Rank isn’t high enough, the extension isn’t relevant to the query, it’s scheduled outside active hours, or it’s been disapproved. Check the Assets report for status flags.
How many sitelinks should I add?
Add at least four, ideally six. Google requires a minimum of two to show any sitelinks, but six gives it maximum flexibility to mix and match per search.
Can I use extensions with Performance Max campaigns?
Yes. Performance Max uses an asset-based structure by design. Add assets to asset groups and Google’s AI combines them automatically.
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