Ad Extensions

Ad extensions are additional elements you add to your Google Ads ads to show more information than just the standard ad text. They appear below or next to your ad and can include phone numbers, locations, prices, sitelinks, reviews or product categories. Google automatically displays these extensions when the algorithm estimates that they improve the performance of your ad. For SMEs, this means your ad takes up more space in search results and provides more leads for potential customers to click.

How do ad extensions work in practice

You configure ad extensions within your Google Ads account at campaign, ad group or account level. Google then decides in real-time which extensions will be shown, based on factors such as device type, search intent, available space and your ad rank. An ad with a phone number extension only shows it on mobile when the searcher is likely to want to make a call. A location extension appears mainly for searches with local intent. You only pay for a click on the main ad or on a clickable extension such as a site link. Displaying the extension itself costs nothing extra. This makes ad extensions a cost-effective way to increase the visibility and relevance of your ads without increasing your budget.

Why ad extensions came into being and why they count now

Google introduced ad extensions to give advertisers more options within the limited format of text ads. Where before you only had a title, description and URL, now you can create a rich ad block that contains multiple click paths and information layers. Over the years, extensions have become an integral part of the quality signal Google uses to determine your ad rank. Ads with relevant extensions often get a higher position at the same cost-per-click. For Dutch SMEs, this means that without extensions, you are effectively competing with one hand tied behind your back. Those that do deploy them achieve a higher click-through rate (CTR) and better conversion rates on average, because visitors have more information even before the click and know better what to expect.

What ad extensions deliver for SMEs

An online shop that adds sitelink extensions with direct links to popular product categories often sees that visitors land on the right page faster and leave less. A local service provider that activates location and call extensions gets more calls and directions via Google Maps, especially on mobile. A B2B company that uses structured snippets to show services or certifications increases credibility and filters out less relevant clicks. All this contributes to a better return on ad spend(ROAS). Want to set up your ad campaigns professionally and use extensions strategically? A well thought-out approach within search engine optimisation and advertising combines organic findability with paid visibility, so that you achieve returns on both fronts. Learn more about extensions and best practices in the official Google Ads documentation.

Ad extensions are not one tool but a collection of more than ten different extension types, each with its own application. Which one you choose depends on your business model, target audience and campaign objective. Below are the most frequently used applications for Dutch SMEs, with concrete scenarios in which they make the difference.

Sitelink extensions for quick navigation to product categories

Sitelink extensions add extra links below your main ad, each with its own title and optional description. An online shop with 500 products can use sitelinks to send visitors directly to "Women's shoes", "Sale" or "New collection", instead of to the homepage. Each sitelink is clickable and counts as a separate click in your reporting. You can then see exactly which category attracts the most traffic. In practice, we see that ads with four well-chosen sitelinks achieve a 10 to 20 per cent higher CTR than those without. Note: do not use generic sitelinks like "About us" or "Contact us" if you are working with a limited budget. Choose links that are directly conversion-oriented. Sitelinks work best when combined with clear ad copy that highlights the value of each link.

Call extensions for direct telephone leads

A bell extension shows your phone number next to or below your ad. On mobile, the number becomes clickable, allowing visitors to call directly without visiting your website. This is valuable for service providers such as plumbers, lawyers, dentists or installation companies, where telephone contact is often the first step. You can set what times the extension is active, so you only receive calls during business hours. Google reports the number of calls as conversions, provided you activate call tracking. An installation company with ten employees that uses call extensions on search terms such as "central heating breakdown London" or "plumber emergency service" often gets 30 to 40 per cent of conversions by phone instead of through the website. This saves steps in the customer journey and significantly increases the conversion rate.

Location extensions for physical shops and branches

Location extensions link your Google My Business profile to your ads, showing your address, distance from the searcher and opening hours. On mobile, a "Route" button also appears, opening Google Maps directly. This is essential for retailers, hospitality businesses, showrooms and local service providers. A bicycle shop in Utrecht that activates location extensions on search terms like "buy electric bike" or "bicycle repair" sees that a large proportion of clicks come from the immediate area. Visitors who request directions often convert within hours. Location extensions also increase your local authority in the algorithm, which increases your chances of ranking higher. Combine this with a strong local SEO strategy to be visible for local searches both organically and paid.

When ad extensions are the right choice and when they are not

Ad extensions almost always make sense, but not every type fits every company. A pure online service provider with no physical location has no use for location extensions. A B2B company that only works by appointment has little use for call extensions if they lead to ad hoc questions that the team cannot answer. And a niche player with one product does not need ten sitelinks. The rule of thumb: only activate extensions that serve a concrete purpose and that you can monitor. Systematically test which extensions deliver the highest CTR and conversion rate, and disable the rest. This way, you keep your ads clear and prevent irrelevant extensions from diluting your message. In low-budget campaigns, focus is more important than comprehensiveness.