Building Successful PPC: The Best Google Ad Extensions to Implement

Max Trotter, SMB Client Partner

Updated 8/27/20 to include new information and insights.

Google Ads offers several types of ad extensions that can be used to provide useful information to customers. This includes phone numbers, directions, additional products/services, and more.

Ad Extensions are simple to set up and do not cost anything extra. Expect a click-through rate boost when using these too. The differentiation of having them helps your ads stand out from your competitors’ and tends to entice more clicks.

In this post, we’ll explore a few of the highest performing and most popular ad extensions, their features, and how to implement them into your campaigns.

Sitelink Extensions

Sitelink extensions allow advertisers to display a short list of links to internal pages of their website that customers might find useful directly in the ad. They are a great way to provide additional value to your advertising efforts.

Sitelink extension example

The extra links make the ad bigger, allowing you to take up more real estate in the SERP, which in turn provides more brand exposure to your customers. Sitelinks also provide customers with additional options to get what they need from your site with fewer clicks and less work on their end.

Adding sitelinks is quick and simple. First, select a campaign, click the Ad Extensions tab and select Sitelink Extensions from the View drop-down menu.

Where to find sitelinks

You can create new sitelinks by clicking the +New Sitelink button. You’ll need to set up a link headline and a destination URL.

Create anywhere from two to six for each campaign; it’s a good rule of thumb to stick with an even number to ensure they format neatly.

Call Extensions

Call extensions are a great resource if your business relies on phone calls for leads. Google Ads doesn’t allow you to include phone numbers directly in ad descriptions or headlines. Thankfully, call extensions give you something better by adding an embedded, click-to-call phone number as an extension. You can also optimize call extensions by scheduling the time of the day you want to run them (i.e., only setting them to work during your business hours).

Set up is simple. First, select Call Extensions from the View drop-down menu. Then enter your business phone number and you’re done!


There is one more key feature within call extensions that we recommend setting up: Google forwarding phone numbers. This is a unique forwarding number provided by Google that allows you to track the phone calls that come from Google Ads.

Setting up call extensions

The additional tracking is powerful information. The downside is that Google can tell when customers call those numbers, which means they can charge you per call (same as the cost of a click). But in our opinion, it’s worth the small investment.

Location Extensions

Location extensions allow you to list your business’s address in your ads. There are a couple of different ways you can get your address to show. If you have a Google My Business account, you can link that up so your ads will pull information directly from there. If you don’t have an account, you can manually add new addresses.

To add locations, select Locations from the View drop-down menu. If you have Google My Business, you should link your account to the campaign by clicking Addresses and selecting the correct account.


If you don’t have Google My Business (we highly recommend you do if you’re a business with a physical location), you can select Manually Entered Addresses and +New extension. From here, you can enter your business information and apply it to all the campaigns.

Setting up location extensions

If entered correctly, the address should appear as it does below:

Location extension example

Callout Extensions

The final extension I want to cover is callout extensions. Callouts are a way to promote unique offers or additional benefits of your product or business.

Callouts can cover a wide variety of offers, whether it be an evergreen selling point (i.e., “Quality Service”) or a monetary offer (i.e., “Free Shipping”). Callouts are the easiest way to quickly and clearly show more value in your ad while also taking up more real estate on the SERP.

Adding callouts is an easy process. First, select a campaign, click the Ad Extensions tab and select Callout Extensions from the View drop-down menu.
You can then add callouts to either the account or a specific campaign. You can add as many as you want, but each callout needs to be 25 characters or less.


Final Thoughts

Ad extensions are a low effort, high payoff addition to any account that can add a ton of value to your consumers. Whether you want to get them to chat on the phone, go to a physical store, or just see that you offer free shipping, ad extensions can get that done for you.

The four that I mentioned here are easy to implement and are relevant to a majority of businesses, but there are other, less-used and more advanced ad extensions within Google Ads too. To learn more, a great resource is Google Ads Help Center.

Check out the rest of the six-part series:

PRIMER: What is PPC – Pay Per Click Marketing Explained
PART 1: Structuring Your Google Ads Account
PART 2: Understanding Campaign Settings
PART 3: Researching Keywords
PART 4: Writing Engaging Ads
PART 5: The Best Google Ads Extensions to Implement (you are here)
PART 6: Tracking Success

Max Trotter, SMB Client Partner

Max Trotter

SMB Client Partner
SMB Client Partner

Max serves as the client partner for Portent's Small Business Solutions team. He carries certification in Google Adwords and HubSpot Inbound, and has experience planning, implementing, and managing social media accounts and email campaigns for small business clients.

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