Ad extensions, now called “assets” in Google Ads, add extra information to your search ads and expand their real estate. They can include sitelinks to key pages, callouts that highlight benefits, structured snippets that list features, location and call details, prices, promotions, images, and lead forms. When these assets are eligible to show, your ad can occupy more space, look more useful, and attract higher click-through rates without raising bids.
Effective use starts with relevance. Sitelinks should point to pages people commonly need next: pricing, features, testimonials, FAQs, or top categories. Callouts work best as short proof points, free returns, two-day shipping, 24/7 support, while structured snippets list specific types like brands, services, or models. Keep assets at the campaign or ad-group level to match intent and maintain control.
Performance is measurable. In Google Ads you can review asset-level metrics to see impressions, clicks, and conversion impact, then prune what underperforms. You can also let automated assets run, but manual versions usually align better with your message. Extensions don’t fix weak ads or landing pages, yet they often improve Quality Score components by making ads more relevant and useful. A strong baseline is simple: compelling headlines, tight keyword-to-ad-to-page alignment, and assets that reinforce the offer rather than repeat it. The result is a more informative ad that wins attention and increases the chance of a qualified click.
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