How can we help?

What are Ad Extensions (Assets)?

How to make your ad bigger for free.

In Google Ads, you pay for the click, but the space on the screen is free. Ad Extensions (now called "Assets" by Google) allow you to add extra information to your ad, making it physically larger on the screen.

Why use them?

More Visibility: A bigger ad pushes your competitors down the page.

Higher CTR: Ads with extensions get 10-15% more clicks on average.

Better Quality Score: Google loves extensions. Using them improves your Ad Rank and can lower your Cost Per Click (CPC).

Deep Dive: Sitelinks

Directing traffic to specific pages.

Sitelinks are the blue links that appear under your main headline. They let users jump directly to the page they want.

Examples:

Main Ad: "Emergency Plumber"

Sitelink 1: "View Pricing"

Sitelink 2: "Our 5-Star Reviews"

Sitelink 3: "Contact Us"

Best Practices:

Use at least 4 Sitelinks. Google will choose the best ones to show.

Different URLs: Each Sitelink must go to a different page on your website. You cannot have two links going to the Homepage.

Mobile Friendly: Keep the text short (under 25 characters) so they fit on mobile screens.

Callouts vs. Structured Snippets

The difference between "Benefits" and "Lists.

These two extensions look similar (they are both grey text), but Google treats them differently.

Callout Extensions (Benefits) These are short, punchy phrases that highlight your unique selling points. They are not clickable.

Examples: "Free Shipping", "24/7 Support", "Family Owned", "No Hidden Fees".

Structured Snippets (Lists) These are specific lists of what you offer. You must choose a "Header" provided by Google (like "Services," "Brands," or "Models").

Header: Services:

Values: Repair, Installation, Maintenance.

Header: Brands:

Values: Nike, Adidas, Puma.

The Rule: Use Callouts to sell why you are good. Use Snippets to list what you sell.

Do Extensions Cost Extra?

The pricing model and fraud risk.

Adding extensions is free. You are only charged when someone clicks on them.

The Cost: A click on a Sitelink costs the same as a click on your Headline.

The Exception: Clicks on "Seller Ratings" (stars) or "Callouts" are not clickable, so they are free.

The ClickSambo Warning: Bots are smart. To mimic human behavior, some bots will click your Sitelinks instead of your Headline to make the traffic look "engaged." Even though extensions improve your performance, they also give fraudsters more targets to click. Ensure your ClickSambo protection is active to filter out these fake interactions.