What’s a Best Practice for Using Ad Extensions in Google Ads

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Ad extensions are a powerful tool to enhance your Google Ads campaigns and improve their performance. By providing additional information and increasing the visibility of your ads, ad extensions can help attract more clicks and conversions. In this article, we will explore What’s a Best Practice for Using Ad Extensions effectively.

Why Use Ad Extensions?

Before we dive into the best practices, let’s understand why ad extensions are important. Ad extensions serve as additional pieces of information that can be displayed alongside your ads on the search engine results page. They provide more context to your potential customers and make your ads more compelling. Here are a few key reasons why you should use ad extensions:

  • Increased Visibility: Ad extensions make your ads more prominent and visually appealing, increasing their visibility on the search results page.
  • Improved Click-Through Rate (CTR): By providing additional information, ad extensions can attract more clicks from users who find the information relevant to their search query.
  • Enhanced User Experience: Ad extensions help users find the information they need quickly and easily, improving their experience with your ads and website.
  • Higher Ad Rank: Ad extensions can contribute to a higher ad rank, which improves your ad’s position on the search results page and increases the likelihood of getting clicks.
Now that we understand the importance of ad extensions, let’s explore the best practices for using them effectively.

What’s a Best Practice for Using Ad Extensions

Per Ad Group or Campaign, Use a Minimum of Three Extensions

One of the most important best practices for using ad extensions is to use at least three extensions per campaign or ad group. By using multiple extensions, you increase the chances of your ad being displayed with relevant and compelling information. This provides users with more options to engage with your ad and take the desired action.

Choose Extensions That Are Relevant to Your Business and Goals

When selecting ad extensions, it’s crucial to choose the ones that align with your business and campaign goals. Different ad extensions serve different purposes, and it’s essential to select the ones that provide the most relevant and valuable information to your potential customers. Some common ad extensions include:

  • Sitelink Extensions: These extensions allow you to add additional links to specific pages on your website, providing users with direct access to relevant information.
  • Call Extensions: Call extensions enable users to call your business directly from the search results page, making it easier for them to contact you.
  • Location Extensions: If you have a physical storefront or multiple locations, location extensions can display your address, phone number, and a map marker to help users find your business.
  • Callout Extensions: Callout extensions allow you to highlight specific features or benefits of your products or services, making your ads more compelling.
  • Structured Snippet Extensions: Structured snippet extensions allow you to showcase specific aspects of your products or services, such as different brands or product categories.
  • Price Extensions: If you offer products or services at different price points, price extensions can display a range of prices, helping users make informed decisions.

It’s crucial to choose the right combination of extensions that align with your business goals and provide valuable information to your potential customers.

Ensure the Accuracy and Relevance of Extension Information

When using ad extensions, it’s essential to ensure the accuracy and relevance of the information provided. Make sure that the information displayed in the extensions is up to date and matches the content on your website. Inaccurate or outdated information can lead to a negative user experience and may result in lost opportunities. 

Regularly review and update your ad extensions to ensure that they reflect any changes in your business, such as new products or services, updated contact information, or special promotions. By keeping your extensions accurate and relevant, you can provide users with the most up-to-date information and increase their trust in your business.

Test Different Combinations of Extensions

To find the most effective combination of ad extensions for your campaigns, it’s crucial to test different variations. Google Ads provides the option to rotate your ad extensions evenly to gather data on their performance. By testing different combinations and monitoring the results, you can identify which extensions work best for your business and drive the desired outcomes. 

Experiment with different extensions, their positions, and their order to find the optimal setup that generates the highest click-through rates and conversions. Keep in mind that the performance of ad extensions can vary depending on various factors, such as the search query, device, and user intent. Regularly monitor and optimize your ad extensions based on the insights gained from testing.

Use Ad Extensions Strategically Across Campaigns and Ad Groups

While it’s essential to use at least three extensions per campaign or ad group, it’s equally important to use them strategically. Consider the specific goals and target audience of each campaign or ad group and choose the most relevant extensions accordingly. 

For example, if you are running a campaign targeting mobile users, consider using call extensions to make it easier for users to contact your business with a simple tap. If you have multiple locations, utilize location extensions in campaigns or ad groups that are relevant to specific locations. 

Strategic use of ad extensions ensures that you provide the most relevant and valuable information to the right audience, increasing the chances of attracting qualified clicks and conversions.

Monitor and Optimize the Performance of Your Ad Extensions

To maximize the benefits of ad extensions, it’s crucial to monitor their performance regularly. Keep an eye on key metrics such as click-through rate, conversion rate, and cost-per-click to evaluate the effectiveness of your extensions.

Identify the extensions that are generating the highest engagement and conversions and optimize your campaigns accordingly. Consider adjusting the positions, order, or content of your extensions based on the insights gained from monitoring their performance.

Additionally, leverage the data provided by Google Ads to gain insights into how users interact with your ad extensions. This information can help you identify opportunities for improvement and make data-driven decisions to optimize your ad extensions further.

Consider Ad Extension Scheduling

Google Ads allows you to schedule the display of your ad extensions based on specific days and times. This feature can be particularly useful if you have promotions or offers that are only available during certain periods. 

By scheduling your ad extensions, you can ensure that they are displayed at the most relevant times, maximizing their impact and driving higher engagement. For example, if you run a restaurant and offer a lunch special, you can schedule your callout extension to appear during lunchtime hours to attract more customers. 

Carefully consider the timing and duration of your ad extensions to align with your business goals and target audience.

Monitor Your Competitor’s Ad Extensions

Keeping an eye on your competitors’ ad extensions can provide valuable insights and help you stay competitive. Analyze the ad extensions used by your competitors and identify any gaps or opportunities that you can leverage.

If you notice that your competitors are using specific extensions successfully, consider incorporating similar extensions into your own campaigns. However, remember to maintain originality and uniqueness in your ad extensions to stand out from the competition.

Regularly monitor and analyze your competitors’ ad extensions to stay informed about industry trends and adjust your strategies accordingly.

Align Ad Extensions with Landing Page Experience

To provide a seamless user experience, it’s essential to align your ad extensions with the content and messaging on your landing pages. Ensure that the information provided in the ad extensions is consistent with what users will find on the landing page, creating a cohesive and relevant journey for the user.

For example, if your ad extension highlights a specific product or service, make sure that the landing page prominently features that product or service and provides additional details. This alignment can increase user engagement, reduce bounce rates, and improve overall campaign performance.

Regularly review and update your landing pages to ensure that they align with the information provided in your ad extensions and deliver a cohesive user experience.

Regularly Review and Optimize Your Ad Extensions

Lastly, it’s crucial to regularly review and optimize your ad extensions to ensure their effectiveness. As your business evolves and your marketing goals change, it’s important to update and refine your ad extensions accordingly.

Monitor the performance of your ad extensions, gather insights, and make data-driven decisions to optimize their effectiveness. Test different variations, experiment with new extensions, and stay up to date with the latest features and best practices in ad extension management.

By continuously reviewing and optimizing your ad extensions, you can stay ahead of the competition, attract more qualified clicks, and drive higher conversions.


Ad extensions are a valuable tool to enhance your Google Ads campaigns and improve their performance. By following these best practices, you can effectively leverage ad extensions to increase the visibility, click-through rates, and conversions of your ads.

Remember to use at least three extensions per campaign or ad group, choose relevant extensions, ensure accuracy and relevance of information, test different combinations, use ad extensions strategically, monitor and optimize performance, consider scheduling, monitor competitors’ extensions, align with landing page experience, and regularly review and optimize your extensions.

By implementing these best practices and continuously refining your approach, you can unlock the full potential of ad extensions and drive success in your Google Ads campaigns.

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