Enhance your ad with extensions

• Understand how extensions work
• See where extensions can be shown
• Choose extensions suited to your business goals
• Set up and manage your extensions

See how a business like Main Street Flowers uses sitelinks, call, and location extensions to enhance its ads. By adding extra pieces of information about the business to their ads, they're giving customers more reasons to click.

Ad extensions create more reasons to click your ad

Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business. Some can be added manually and others are automated.

Improved visibility: Ad extensions tend to improve your ad’s visibility. They often appear above the search results, rather than along the sidebar. If two competing ads have the same bid and quality, the ad with greater expected impact from extensions will generally appear in a higher ad position than the other.

Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic.

How ad extensions work

AdWords shows one or more extensions with your ad when it calculates that the extension (or combination of extensions) will improve your campaign performance, and when your Ad Rank is high enough for it to appear. Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions are appearing on the Ad extensions tab. Learn why extensions might not show with your ad.

Automated extensions: AdWords creates and displays the automated extensions formats (seller ratings, consumer ratings, social extensions, and previous visits) when it predicts that they’ll improve your ad’s performance. No setup is required, so the option to create automated extensions doesn't appear in the drop-down menu of the Ad extensions tab.

What ad extensions cost

There's no cost to add extensions to your campaign, but you're charged as usual for clicks on your ad, as well as for certain interactions that extensions provide. For example, you're charged for clicking on a download button (app extensions), on a call button (call extensions), on a directions icon (location extensions), and so on. Clicks on review extensions, social extensions, and seller ratings are an exception: we don’t charge you for these. AdWords charges no more than two clicks (per impression) on each ad and its extensions.

The cost of these clicks are set in the same way as headline clicks: the most you'll pay is what's minimally required to keep your extensions and ad position. Learn more about actual cost-per-click (CPC).

Where extensions can be shown

Ad extensions appear with ads on the Search network, and depending on the extension might also appear with ads on the Display network. Check the table below to see which extensions need you to choose the “All features” subtype. Learn more about how to choose the right campaign type.

Note: International availability depends on each extension.

Manual Extensions

See a list of manual extensions

Automated Extensions

See a list of automated extensions.

Types of ad extensions

Manual extensions

App extensions

Show a link below your ad text that sends people to the app store or begins downloading your app. Get started here.

Call extensions

Let people click a button to give you a phone call. Give your ad a call button.

Location extensions

Help people nearby find your nearest storefront or give you a call. Add a map pin, navigation assistance and a call option to your ad.

Review extensions

Showcase positive, third-party reviews from reputable sources. Start adding reviews.

Sitelink extensions

Add links to help people find what they’re looking for. Choose your sitelinks.

Callout extensions

Add descriptive text to your ad to help people learn more about what you have to offer. See how callout extensions work.

Automated extensions

Consumer ratings

Show off what customers appreciate with high-quality survey data. Learn more about consumer ratings.

Previous visits

Show people if they've clicked through to your website from Google Search results before. See how previous visits work.

Dynamic structured snippets

Dynamic structured snippets show additional landing page details automatically with your ad on Google search. See how dynamic structured snippets work.

Seller ratings

Show your online business ratings with your ad. Learn more about seller ratings.

Creating new ad extensions

• Automated extensions don’t need setup: Some available extensions are automatic, and will appear with your ad if you meet certain criteria. These include: consumer ratings, previous visits, seller ratings, and social extensions. (To learn more, use the links after each automated extension above.)
• You manage addresses for location extensions with Google My Business: Setup for location extensions is special. Learn more about creating and editing location extensions.

Here’s how to create new app extensions, call extensions, review extensions, and sitelink extensions. You can add new extensions to multiple campaigns or ad groups at once.

Choose ad extensions as you create a new campaign Add extensions to existing campaigns or ad groups

Editing ad extensions

Here's how to edit your extensions. To learn about your ad extension performance, check out this introduction to the Ad extensions tab.

Editing extensions in bulk Editing extensions with uploaded spreadsheets

Removing extensions

To remove extensions from your campaigns, just check the box to the left of the extension(s) and click the Delete button. Removing an extension from one campaign won’t remove the extension from other campaigns.