Google AdWords Ad Extensions Cheat Sheet


If you’re looking to boost your paid search performance without working late in the office all summer or increasing your budget, try utilizing Ad Extensions. Not only do they require minimal set-up time, they are displayed at no additional cost.

It can be tough to decide which extensions to focus on, so I’ve created a cheat sheet to help you decide which ones will work best for you:

Sitelink Extensions

AdWords Sitelinks

  • What are they? As you can see above, Sitelink Extensions allow you to promote additional landing pages below your standard ad text. Applying a few more lines to your ad gives you more real estate on the SERP, helping your ad to stand out against your competition. Sitelinks also give the searcher an opportunity to go to a more specific page on your site. For example, in the ad above, the search is for Ray Ban sunglasses and the landing page goes to a fairly generic page. If the searcher knows that they want a particular style, such as aviators, they will be more apt to click on the sitelink and go to a specific page for that style. Google has shown that adding sitelinks to your ads increases your click-through rate, even if people aren’t clicking the sitelink links!
  • Who should use them? Nearly every advertiser’s CTRs can benefit from sitelinks. If you’re skeptical, try implementing them for only one campaign or ad group to measure their impact. Keep in mind, Google will only show your sitelink extensions if you are in a top position, so you may not always see them.

Call Extensions

Call Extensions

  • What are they? Call Extensions allow you to incorporate your phone number in your text ads, making it easier for customers to contact you directly. Depending on the device, the extensions will be displayed differently. On desktops and tablets, your phone number is applied alongside your text, whereas on high-end mobile devices, your ad will include a “call” button (see example above). With the advent of Enhanced Campaigns, Call Extensions have become increasingly sophisticated by allowing you to measure phone call conversions and view more extensive call reporting metrics.
  • Who should use them? If you want to encourage searchers to call your business, because that’s the main way you generate leads or sales, make it easy for them to do so by utilizing Call Extensions. Keep in mind, Google no longer permits you to include phone numbers within ad copy, so this is the best way to ensure your phone number is visible to searchers.

Location Extensions

Location Extensions

  • What are they? Location extensions allow you to incorporate your business address and telephone number into your ad. Don’t worry, you don’t have to waste any of your precious ad space! The location extension adds an extra line to your ad and often includes a map reference.
  • Who should use them? If you have a brick and mortar business and your clients are likely to value their proximity to your physical location, you should be taking advantage of location extensions. To really kick it up a notch, link your Google Places account to AdWords so your star ratings will be eligible to appear alongside your location extension.

Offer Extensions

Offer Extensions

  • What are they? Offer Extensions are one of Google’s newest ad extension innovations. They give advertisers the opportunity to present relevant offers within their ad text to drive searchers to click on their ads. When users click the “view offer” link, they are pushed to a Google hosted landing page that provides an option to print out the offer or “save it for later.” These extensions give clients an extra incentive to visit stores and complete a transaction.  
  • Who should use them? Advertisers who are aiming to bring more foot traffic into their local businesses. They are especially beneficial for places that provide products that don’t work well online. Ideally, once a user has visited the physical store, they will be more likely to return again in the future.

App Extensions

Mobile App Extensions

  • What are they? App extensions make apps more accessible to searchers who are using tablets or mobile devices by providing a link to the app within the ad copy. This gives potential customers the opportunity to visit the app store to learn more about it.
  • Who should use them? For advertisers who offer an app, this is a no brainer. Using these extensions will make it much easier for searchers to automatically download your app and get started! For current clients who already own the app, you also have the option to direct them to a relevant section of your app, based on their search.

**Keep in mind, Google will automatically apply some extensions, like Seller Ratings and Social Annotations, if you meet their criteria.

Now that you know which extensions are best for you, buckle down for a few minutes and set them up! Be mindful that the set-up process is slightly different for Sitelinks, Call and Offer Extensions, depending on whether you have upgraded to Enhanced Campaigns. If you have any questions, I’d recommend consulting the AdWords help center or your WordStream representative. If you're more of a hands on person, visit our AdWords sitelinks guide!


Chris Simmance
Jun 03, 2013

Good share, I use most of these extensions on the vast majority of my accounts and this post is definitely work keeping to had to explain why they are added to the campaigns. Thanks.

Mark Vassiliou
Jun 03, 2013

Good post thanks Erin. Never ceases to amaze me just how many advertisers (or their agency) don't take advantage of the extra impact and additional screen real estate they can occupy through implementing one or more form of site extension. If nothing else, sitelinks should be used wherever possible - can't think of too many instances where I wouldn't recommend them.

Randall Magwood
Jun 04, 2013

"Sitelink Extensions" sounds like my kind of advertising. Is it proven that it could increase click through rates?

Jun 04, 2013

Hi Randall--It's definitely worth giving them a try!  According to the Google Ad Innovations website, on average, clients who use sitelinks see their CTRs improve by 30%.  Pretty staggering number, considering how little time it takes to add your extensions!

Jun 04, 2013

I came to know about this facility first time. I am going to implement this technique to my site. Keep sharing articles like this. Thanks for sharing.

Jun 04, 2013

Glad you enjoyed, Jonnahmary.  If there are any topics in particular you'd like to see, let me know!

Chris Jaeger
Jun 06, 2013

Awesome post!Thanks Erin. 

Brian S.
Jun 06, 2013

Erin, thanks for the post.  What is type of extension provides a field to "Subscribe to Newsletter" under the ad?  If you search for Crate and Barrel you'll see a text ad with sitelink extensions and a subscribe field below the text ad.  How do you add an email subscribe field as an ad extension? Can you please explain what tools beyond Adwords is needed to deploy a subscription field?

Elisa Gabbert
Jun 06, 2013

Brian, that's the communication extension. I believe the feature is still in beta, and you need to call your rep to try to get it activated in your account.

Don Sturgill
Jun 06, 2013

An excellent, well designed, helpful article. Thank you, Erin.

Carl Bayer
Jun 06, 2013

Um. Correct me if Iam wrong. but Google announced the retirement of Google Ad Extensions (for non PLA) at the end of May this year. Your article seems to hint the usage of extensions for any type of ad (pla or text/keyword ads)?

Elisa Gabbert
Jun 06, 2013

Google retired product extensions, not all the other ad extensions. You can read about the available extension here:

Aaron Mai
Jun 06, 2013

There's gonna be Image extention. It will be superb useful for all advertisers :) People love looking stunning photos

Mick Lehr
Jun 08, 2013

You could also mention Authorship & having your G+ Profile photo appear.

Jun 16, 2013

Really helpful blog. I can see how these would increase CTR as they show exaclty what the user is looking for. Are these similar to how schema mark ups work on naturla listings. Or am I getting mixed up? 

Jul 23, 2013

Good post,Quick tip, it’s also worth noting you can check your own Google review page by going to

Love WP
Sep 02, 2013

Thanks Elisa!Question: is the daily campaign budget taken into account for the ad extension costs? If I had a budget of $100 each day on a particular budget, does AdWords take that into account for my click-to-call extension? In other words, are the call extension costs daily budget or are they separate charge altogther (when someone clicks on them)?For example, I have campaign A at $100/day -- I see under the campaigns tab that for the day, all the clicks I got cost me $100. But when I click on the ad extensions tab, I see that I got a bunch of clicks but it says it costs me $200.

Nov 05, 2013

I'm also wondering about the budget question. Does anyone have an answer?

Dec 12, 2013

I'm also wondering about this. Any answers?

John Gordon
Sep 20, 2013

If i understand this correctly, someone can click the call extension and that phone number will appear in the phone.  i pay for that click.  but the visitor still has to click the green call button their phone to actually CALL US.  Right?  does anyone have any research on how often someone actually calls?  that is, 10 people might click the extension but do 8 of them actually place the call?

Sep 27, 2013

Thanks for the tips..does it cost extra to us call extensions?I still have the phone number in my ads.  

Ashot Aleksanyan
Oct 09, 2013

A good article, thanks. I've just learned about ad extensions. I think with all of the benefits mentioned above, one should be careful of using them. Because they certainly will bring more clicks on your ad, but the same time you might lose a focus and get unnecessary not converting clicks.

Oct 31, 2013

Wow this is great information! Im saving it..

DFW Real Estate
Nov 02, 2013

I'm starting to wonder why I even bother listening to anyone else's advice except Erin's. She know's her stuuff and is always right on the money. Thank you, again:)

Dec 19, 2013

Offer extention is no more applicable from 01-Nov-13. It was good but no more now. 

Ben Reeder
Jan 08, 2014

I found this post when looking to improve my quality scores. Definitely learned a few thing I'm going to try right away. Thanks for the info.

Jan 20, 2014

Nice overview, could need an update though!Really nice is the fact that you list the pro's and con's and who should use which extension.Definitely a plus for a lot of people

Jan 30, 2014

Very useful post. I've just started managing Adwords accounts for a couple of clients. I've already improved their campaigns a lot and have many keywords with a quality score of 7 and above (and quite a few 10s now too which I'm very pleased about). But trying to improve the stubborn 5s and 6s has proved difficult. I hadn't thought of ad extensions before so this is a great thing to try. And so easy! Can't believe I hadn't thought off it before but then I didn't realise how important they were to become. Many thanks.

Ranvir Vats
Feb 19, 2014

Thats realy help ful for me.

Mar 14, 2014

Maybe I am not reading closely enough but I am having trouble seeing if multiple ad extensions can be used on one ad.For instance can I use a call extension and a location extension?

Elisa Gabbert
Mar 14, 2014

Jason, YES, you can, and it's highly recommended that you use both in your mobile ads, highly increases the success of your ad.

Jun 25, 2014

Hi, what would you suggest in case of GDN campaign? Any extension available here?

Larry Fleckinger
Jul 28, 2014

Great information!!  I am using ad extensions on my ads and I notice they show up on some ads for certain keywordsin position 1-3 and not for others...any thoughts on how to make them show all the time in the top 3 ads???Thanks,Larry

Oct 17, 2014

Hey Erin,This is really great tool to use. Is it possible to use more than one ad extension at the same time? Can I use phone, location and additional links together? Or should I just use one?What happens if there is more than one there, will Google choose, If yes how?

Nicole H.
Oct 29, 2014

This was a really helpful post for me. I worked in Search briefly at an agency years ago, before ad extensions, and have recently picked up a quick low-budget campaign for a small brick and mortar store. I am really excited to use these extensions to the campaign's benefit. I wish more bloggers made Adwords as simple as this post. Thanks!

Jan 12, 2015

Great article. I've already added sitelink extensions and they do seem to have increased CTR significantly. Regarding call extensions - my client has 3 stores serving different major cities. Currently have two campaigns which are configured to target all 3 areas. Does Adwords determine (well!) which call extension to show based on searcher's location and/or info in search phrase, or do I need to create separate campaigns for each location?

Brad Haws
May 21, 2015

Thanks for dialing down on extensions. I've been doing adwords campaigns for 8 years and it's easy to get in a habit of using the same extensions and forget about the rest.

Jan 06, 2016

Nice list. But `recently, Google added a new ad extension called structured snippets extensions that adds an extra line in the search ads. This is missing in the post. So please update this.

Jul 05, 2016

Love the article - it is a bit out of date but great stuff on it!

Jul 06, 2016

Thanks for the post , very useful article.......

Jan 27, 2017

Thank you for updating your content and continually useful information! Your series about GA is extremely helpful.

Disha Loharukha
May 26, 2017

Really good article. Definitely gonna use some tricks.

Cyndi Smith
Jun 08, 2017

Thank you so much for this great summary! I had to explain to leadership in my company how we could improve CTR in our ads with extensions and I used your examples to show why we're using site links. Awesome, helpful article!

Pratik S
Jul 24, 2017

Very informative post, showcasing the importance of various Ad extensions of Google Adwords. Thanks for posting.

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