Performance Marketing
Ad Extensions
Learning Outcome
4
Apply suitable Ad Extensions based on campaign goals
3
Identify and differentiate various types of Ad Assets
2
Explain how Ad Extensions impact Ad Rank and performance
1
Understand the concept of Ad Extensions in Google Ads
The Sharma Jewellers Ad Analogy
Ramesh Sharma owned a jewellery shop in Jaipur’s Johari Bazaar
and ran a simple Diwali classified ad
The Sharma Jewellers Ad Analogy
It worked, but not well enough
His nephew Karan suggested improving it
The Sharma Jewellers Ad Analogy
By adding:
Shop address with a landmark
1.
Phone number
2.
4 product categories
3.
Diwali offer
4.
Timings
5.
The Sharma Jewellers Ad Analogy
The bigger, more informative ad increased footfall by 3x that Diwali.
The basic ad worked, but added information made it powerful. In Google Ads, Ad Extensions (Ad Assets) do the same — more space, more information, and more reasons to click at no extra cost.
Moral:
The Power of Ad Extensions in Action
Dr. Mehta (HealthFirst) & Dr. Sharma (CareWell) both ran Google Search Ads in Pune for “skin specialist in Pune” with the same ₹8,000/month budget and similar copy.
The Power of Ad Extensions in Action
Dr. Mehta’s Ad With No Extensions:
Headline: Skin Specialist in Pune
Description: Book your appointment today. Experienced dermatologist available.
The Power of Ad Extensions in Action
Dr. Sharma’s Ad With Extensions:
Besides Headline and Description there is also:
• Sitelinks: Book Appointment | Treatments | Reviews | Location
• Callouts: Free Consultation | NABH Certified | Sunday OPD
• Call: +91 98XXXXXXXX • Location: Koregaon Park (2.3 km)
• Treatments: Acne | Pigmentation | Hair Loss | Anti-Ageing | Laser
The Power of Ad Extensions in Action
Dr. Sharma’s ad took 3x more space on the SERP, showing address, call option, pages, and treatments without even clicking.
The Power of Ad Extensions in Action
Result:
CTR 5.9% vs 1.4% with the same budget and keyword.
What are Ad Extensions in Google Ads?
Ad Extensions are additional information added to search ads to make them more useful and visible — at no extra cost.
How Ad Extensions impact Ad Rank
Ad Rank = Bid + Quality Score + Extensions impact
Improves CTR (Click Through Rate)
Increases ad visibility and prominence
Enhances user relevance & usefulness
Helps reduce CPC (Cost Per Click)
Sitelink Assets (Sitelink Extensions)
Add multiple clickable links below main ad
Direct users to specific pages
Example:
Contact, Services, Pricing, Reviews
Improves navigation and user experience
Increases chances of clicks
Callout Assets (Callout Extensions)
Short non-clickable text highlights
Showcase key benefits or USP
Example:
Free Delivery, 24/7 Support
Builds trust and credibility
Enhances ad information
Structured Snippet Assets (Structured Snippet Extensions)
Display predefined headers with values
Highlight categories or offerings
Example:
Services – SEO, PPC, Social Media
Helps users understand offerings quickly
Non-clickable but informative
Call Assets (Call Extensions)
Add phone number to the ad
Enables direct calling without visiting the website
Example:
Call Now, Speak to Expert
Improves lead generation
Tracks call conversions
Location Assets (Location Extensions)
Show business address in ad
Connects with Google Maps
Example:
Get Directions, Nearby Branch
Helps drive physical store visits
Builds trust with local presence
Price Assets (Price Extensions)
Display products/services with pricing
Each item clickable to landing page
Example:
SEO – ₹4,999, PPC – ₹5,999
Improves transparency
Pre-qualifies users before click
Lead Form Assets (Lead Form Extensions)
Collect leads directly from the ad
No need to visit website
Example:
Sign Up, Get Quote
Pre-filled user information (Google data)
Increases conversion rate
Summary
4
Help drive more clicks, leads, and conversions
3
Different types support different user actions and goals
2
Improve visibility, CTR, and Ad Rank performance
1
Ad Extensions enhance ads with additional useful information
Quiz
Dr. Sharma wants users to call his clinic directly from his Google Search Ad without visiting the website - which extension should he use?
A. Sitelink Asset
B. Location Asset
C. Call Asset
D. Lead Form Asset
Quiz-Answer
Dr. Sharma wants users to call his clinic directly from his Google Search Ad without visiting the website - which extension should he use?
A. Sitelink Asset
B. Location Asset
C. Call Asset
D. Lead Form Asset
