Ad Extensions Optimisation | Make the Ad Bigger
Ad extensions — now called assets — add extra information and links to your ad. They cost nothing extra, expand the space the ad occupies on screen and raise click-through rate. Despite that, most accounts have them only partly set up.
Why it is a free gain
Extensions increase the ad’s visual weight: an ad taking more space in the same position gets more clicks. That lift in click-through rate also improves Quality Score, so it indirectly lowers cost per click.
Extensions also give the user choice. When someone clicks a specific sublink rather than the main headline, they have already told you what they want, and a more qualified visit begins.
What each asset does
Sitelinks take the user straight to the subpage they care about — the most useful asset for businesses with a range of services.
Callouts carry differentiating information that does not fit in the ad copy. Structured snippets list your service or product categories. Call assets make the phone visible and produce conversions directly in call-focused businesses. Location assets show a map and distance for businesses with a physical address.
Price and promotion assets strengthen commercial intent; for businesses that can be transparent about price, they are distinctive.
Common mistakes
The most widespread mistake is pointing sitelinks to the same page instead of real subpages. That destroys the point of the asset and misleads the user.
Second, setting extensions once and forgetting them. Campaigns change, pages move, and extensions start showing broken links. Third, repeating the ad copy sentence in callouts — you gain space but add no new information.
Account or campaign level
Assets can be defined at account, campaign and ad group level. Keeping the universal ones at account level avoids repeating the same work in every campaign.
But service-specific sitelinks belong at campaign level. Showing another service’s link inside a service campaign lowers relevance.
How do we start? First I map your asset coverage: which are missing, which are broken, which are irrelevant. I send the priority additions in writing. You can reach me from the contact page.
Frequently Asked Questions
Are extensions always shown?
No. Google decides which to show based on position and expected performance. That is why defining more of them raises the chance of being shown.
Are extension clicks charged separately?
A click on an extension is charged like any other ad click. So adding extensions does not add cost, it only raises the chance of a click.
Are assets used in Performance Max?
Yes, assets are used in PMax too and are managed on the asset group optimisation side.
How do I work?
Work-hour packages
Tell me about your website and what you need on WhatsApp or by phone; we agree on a work block of somewhere between 5 and 40 hours and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend has a lasting result on your site. We keep going for as long as you find it useful.
Why not monthly?
Is 40 hours a week?
On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back.