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.